Salesforce is a powerful tool that can help any business create more robust marketing and sales plans.
What is account based selling and how can Salesforce help you do more?
Customer relationship management (CRM) tools such as Salesforce have revolutionized the way that organizations do business. It has taken the focus off businesses simply pushing and selling products to helping track the individual wants and needs of customers that an organization interacts with.
With a CRM tool, businesses can create touchpoints with their customer and easily track the growth of that customer relationship – from inquiries and concerns to initial orders and changing business needs which lead to varying reorders. Having robust records of customer interactions and information is beneficial for the vending business as much as the customer.
Because of the nature of CRM programs and the information that they enable businesses to compile, they can also help sales teams create better, more personalized ways to sell with a concept called account-based selling. This can be extremely valuable for businesses who do a lot of high-value or low-volume transactions – it’s a good fit for businesses who sell office furniture B2B as opposed to a company that sells t-shirts B2C.
Overall, account-based selling can be more upfront work for a seller but can present a business with a better payoff than some traditional sales methods, including relying on leads and cold calling companies. By being able to focus on higher quality marketing materials and messages rather than higher volume, businesses can connect with their customers and increase conversions.
Salesforce is an excellent account-based marketing tool. If you’re already using Salesforce, or trying to decide if it’s the right program for your CRM needs, here are some of the benefits it can offer in the way of account-based marketing and sales.
Better Identification
Salesforce can help businesses identify the best prospects for your pitch. By compiling industry data on potential customers – like size, location, industry type – Salesforce gives you a foundation for accounts. This information is valuable for lesser-established customers. It also serves as the tool that helps log how frequently your customers buy, what they buy, and how much they spend on your products. Using all this information can help you decide which customers to focus your attention on and when.
More Targeted Engagement
An integrated CRM tool like Salesforce can easily align with your marketing and automation tools to help manage marketing strategies and activities. This means you can use your CRM to help segment email lists and create crafted content that’s relevant to a specific audience or type of audience.
You can create high-value marketing materials like videos and distinct direct mail pieces that generally come with a higher price tag, but with the highly detailed account information, that price can be justified. You have more information that helps marketers and salespeople alike to understand who is more likely to be receptive to these materials and where you can earn your ROI on creating more labor intensive or more expensive marketing collateral.
More Consistent Communication
The main point of CRM is to help businesses shift their focus to nurturing long-term relationships with their customers, as opposed to selling one product and thinking their contract is over or only reaching out when sales are lacking, as opposed to continuing to try to meet that customer’s needs over a longer period.
Salesforce helps salespeople monitor a customer journey more closely and makes it easy to stay in contact with customers throughout. Account-based selling helps a sales team more successfully connect with both new and established customers, whether it’s growing the relationship through a series of emails that explain the benefits of a product or service or by offering them access to a new product that they know can help their business based on previous sales and interactions.
Account-based selling can be a game changer for businesses, but it’s almost impossible to do effectively without a strong CRM tool. Salesforce can help support the customer outreach efforts and organization growth of businesses everywhere.
