September 25, 2020
5 Steps to Successful ABX Adoption
Account-Based Everything (ABX) offers a holistic approach for businesses to attract and retain customers at a time when every consumer is being bombarded with emails, ads, and the like. However, ABX isn’t a quick fix for getting your 2020 sales goals back on track. It takes time, data, and communication to build a successful ABX strategy.
In “The Secrets to Executing Successful ABX Playbooks” session of Out of the Box, Outreach Vice President of Sales Development Steve Ross and Senior Director of Demand Generation Harmony Anderson discuss how to successfully adopt an ABX strategy. They also share some of the playbooks that Outreach uses for low-touch, mid-touch, and high-touch activities.
5 Secrets for a Successful ABX Strategy
1. Secure Strategic Alignment
Likewise, you need to get team leaders from marketing, sales, and revenue operations on board. Your ABX strategy will quickly fall apart if sales or other key teams aren’t aligned. Find common goals to convince department heads that ABX will benefit their team just as much as it will yours.
2. Identify Common Goals
Pipeline can be a good first objective to focus on, since marketing, sales, and revenue operations teams all care about how your revenue forecast looks.
3. Select Target Accounts
4. Create Purposeful Playbooks
Outreach has seen great success with their hyper-personalized playbook for top-tier target accounts. By leveraging personalized ads and direct mail, they saw a 2x return on investment and $8 million in influenced pipeline.
5. Track KPIs and Account Performance
“Track KPIs and account performance every single step of the way, from your demand gen air cover programs all the way down into accelerating your pipeline,” Harmony says. “Make sure you have that visibility.”
Beyond tracking account activities, you should also monitor team performance. This will give you the data to hold your team accountable. Tracking outreach efforts and follow-up performance can also help you pinpoint potential training or resource gaps.
Learn more about Outreach’s ABX playbooks — and how they leverage Sendoso for strategic outreach — by watching the full session from Out of the Box on-demand today.