Let’s talk about your CRM platform. It’s the #1 tool for your go-to-market team to build pipeline and drive revenue, but are you using it well? Are you sure? With efficiency being the new mandate, is your CRM working hard—and smart—enough for your GTM team to hit your goals?
Whether you are targeting prospects, customers (or both), when you link your ABM efforts to your CRM data, you’re able to create a seamless experience throughout the entire customer lifecycle. Here are just a few of the benefits:
✔️ Improved targeting: Every go-to-market team struggles with data—it’s just the reality of the situation. Connecting your CRM allows you to leverage information about both prospects and customers (past and present) by understanding criteria like company size, industry, revenue, and other components of your ICP. Once you know who you’re dealing with, you can improve the accuracy and efficiency of your account-based targeting.
✔️ Personalized messaging: With your CRM acting as your source of data truth, you can create personalized messages that resonate with your target buyers at the stage they’re in. The messaging that you use for your brand awareness campaigns will be different than your pipeline acceleration campaigns, but well-kept CRM data will help you nail your messaging every time.
✔️ Improved collaboration: Truly leveraging your CRM in your ABM efforts will help improve collaboration between your sales, marketing, customer experience, and revenue teams; in other words truly aligning your entire GTM team. By sharing data and insights across the organization, teams can work together to create targeted campaigns that drive results that matter to the entire business.
✔️ Enhanced reporting: Reporting is everything. By fully integrating your CRM, it’s easier for your team to track the ROI of your campaigns, measure the effectiveness of your messaging, and identify areas for improvement. This data-driven approach can help you make more informed decisions and optimize your ABM strategy for success.
Plot twist: It’s entirely likely that the accounts currently in your CRM may not be enough to hit your pipeline goals. Go-to-market teams everywhere are facing that exact problem. What if you could fill your pipeline with new prospects that meet your ICP and are actively searching for a solution like yours?
The time is now to level-up how your data works for you. If you’re ready to learn more, get started here.