It’s great to see Account Based Marketing appearing more and more in marketing and sales forums. …..And again, to see the rest of the crowd playing catch up with Broadley Speaking.
Our Total Prospect Management (TPM) approach which has been adopted by FTSE Top 50 businesses represents the pinnacle of Account based Marketing and is now more nuanced than ever. It offers a graded approach which means the same sales and marketing principles can be flexed and scaled to deliver results from single company focus campaigns, to more programmatic delivery for much larger target groups.
We have spent the last 20 years designing and conducting new business development programmes for our clients; therefore we know the principles of Account-Based Marketing very well. We specialise in selling complex products and services to senior people; so we know that large prospects and customers have become increasingly complex entities with matrix decision and influencing groups. One of our watch phrases is that ‘the marketing nirvana is segmenting to one’. This has always been critical to our approach. Furthermore, many of the very large multinational prospects we look to develop on behalf of our clients are so large and complex we can consider them as markets in themselves.
How our approach to Account Based marketing can give value to your business.
In an increasingly commoditised economy even the most sophisticated products and services can fall victim to margin squeeze. At the more nuanced end of our TPM spectrum we believe that our Total Prospect Management approach can:
- Provide sales and marketing focus on more profitable prospects and accounts
- Meet the challenges of dealing with highly complex (often multinational) buying and specifying groups
- Build sustainable sales pipelines
We believe that it’s not just about filling pipelines anymore, but filling them with the right quality of prospect and business.
As David Oglivy famously said: ‘ Don’t count the people that you reach, reach the people that count’.
We believe our graduated TPM approach and delivery represents the pinnacle of Account-Based Marketing – and we have the right technology to implement all this in a winning way. Get in touch to talk about how our perspective and experience can support you in achieving your sales and marketing goals.