Deploying an effective ABM strategy: Feedback from Trustpair

In today's climate of increasing fraud and cybercrime, it is crucial to strengthen trust between customers and suppliers. An ABM strategy (Account-Based Marketing) can play a key role in this process, particularly for companies operating in niche markets with long sales cycles.

1. Why an ABM strategy?

The main objective is to make exchanges between customers and suppliers secure and fluid. This is achieved via a platform that covers the entire payment chain, from the referencing of a new supplier to the continuous auditing and securing of payments. This approach is essential to avoid unwittingly financing criminal organizations.

2. Implementing the ABM strategy

Identifying target accounts

The strategy starts by identifying priority accounts, focusing on large companies and their geographical location. This enables us to determine the commercial potential of each account.

Commitment and prioritization

Two key concepts are introduced: "Account Priority", which evaluates the interest brought to the company, and "Account Hotness", which measures the commitment of the account. These concepts help to create an account prioritization matrix.

Team alignment

The alignment of the sales, marketing and partnership teams is crucial. Each team has clear responsibilities for maximizing return on investment and creating opportunities with target accounts.

Monitoring and analysis

Rigorous account monitoring is carried out to ensure that efforts are concentrated on the right accounts. This includes analyzing engagement levels and adjusting strategies accordingly.

3. Results and impact

Applying this strategy has reduced the volume of open opportunities while increasing the conversion rate. This has led to a more efficient use of the sales teams' time and a healthier sales pipeline.

Conclusion

The ABM strategy, while complex, offers a structured approach to securing transactions and building confidence in an increasingly risky business environment. By focusing on key accounts and aligning team efforts, companies can not only protect their interests but also maximize their growth potential.