Keenan – A Sales Guy – absolutely crushed his session at the #FlipMyFunnel Festival in Austin. As the author of Not Taught, a book explaining what needs to be changed in the sales ecosystem, he’s witnessing the evolulation of account-based marketing firsthand.
“I hear so many people buzzing about sales development, marketing, and account-based marketing that I feel like there is a revolution happening,” Keenan said. “There is a revolution happening in enablement, there is a revolution happening in sales tools, but there is no revolution happening in the fundamentals of sales.”
Here are three key insights from Keenan’s presentation on account-based marketing at #FlipMyFunnel.
Be Santa. Make a list of your customers’ problems that you solve.
— Duncan Robertson (@darwerk) June 7, 2016
Giving your customers answers to their problem should be a no-brainer, but for many B2B marketers we get so wrapped with our own ideas thinking we know what they need instead of asking what they actually want.
Lead with empathy
— Karla Fernandez (@kp_fernandez) June 7, 2016
Empathizing with the pain points your contacts are experiencing is the first start to creating relevant messages which will resonate. With account-based marketing, you have to deliver content which your prospects and customers actually care about.
Nobody gives a sh*t about you, or your company, or your product, or any other corny thing about you
— Eren Matsota (@ErenMatsota) June 7, 2016
B2B marketers are notoriously bad about talking about themselves instead of highlighting the customer experience. Account-based marketing puts the customer first, removing ourselves, and our brand, from the equation.
There’s much more to come, so keep up with the #FlipMyFunnel conversation on Twitter!