Learn my pro tips on account based marketing for Technical Sales Engineers
You may not know how to apply account-based marketing to your technical sales engineering role. But, this can be an expert tactic to boost your success in your role.
Account-based marketing is going after a specific group of people. Your target market is more specific than broad generalizations. Account-based marketing involves researching and narrowing your marketing from a shotgun approach to a targeted, specific approach.
At MFG Tribe, we utilize the term âstrategic marketingâ but it is essentially the same as account-based marketing. Our primary market is industrial companies and there are a lot of those around. Because we donât work with our clientâs competition, our target market narrows significantly.
In this episode, Iâll show you the benefits and downsides of using account-based marketing.
There are some downsides to using account-based marketing alone. You may miss significant opportunities, especially when you are only going after big companies, such as Fortune 500 companies. You should never put all your eggs in one basket.
You should cast the right net for your business and look to catch all of the following: whales, sharks, and fish. Account-based marketing doesnât just mean going after the big companies, or the whales. Sometimes the smaller fish can close deals faster and even turn into a bigger shark or whale.
Do the research to determine your specific and targeted audience for your goods or services. Utilize several targets to really narrow your focus, such as sector, geography, revenue, and size.
Blend conventional (shotgun approach marketing) and account-based marketing with the following tips:
1. Parse your targeted audience into three categories:
a. Whales: provide a big impact but typically a slower sales cycle
b. Sharks: provide a moderate impact with a moderate sales cycle
c. Fish: provide a smaller impact but typically a faster sales cycle and an opportunity to grow into sharks or whales
2. Focus on omnipresence of being everywhere all at once. Maintain presence and consistency on multiple platforms such as direct contact, social media, website, and targeted ads. This is actually achievable in our current digital age. If everyone knows about you, your value proposition, and the benefits of your services, people would naturally come to you. Be super loud and share content frequently.
MFG Tribe is an expert in strategic marketing for industrial services. Our end goal is to build omnipresence for our customers so that their clients see them frequently.
How to put this to work:
Step 1: Identify leads
Step 2: Reverse engineer to find out what they are looking for and put this in your content
Step 3: Build a list of your account-based marketing targets (use LinkedIn to build your list)
Resources: zoominfo.com, linkedin.com, technicalsalesu.com
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Awesome Playlists :
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 https://www.youtube.com/playlist?list=PLdmOG7sUsCQzCW9lipIVtEtGJUn-mliFT
Sales : https://www.youtube.com/playlist?list=PLdmOG7sUsCQyeRMYZVnHKbeYT7fjeGhvN
MFG Tribe TV : https://www.youtube.com/playlist?list=PLdmOG7sUsCQxpP555Fr
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Connect For Business:
MFG Tribe: https://mfgtribe.com
MFG Tribe on LinkedIn: https://www.linkedin.com/company/mfgtribe/
Technical Sales University: https://training.technicalsalesu.com/enroll
