Many B2B businesses have established an account-based marketing (ABM) program because of its potential to drive more revenue from a set of target accounts. Now as ABM programs evolve from infancy to semi-maturity, many organizations have yet to realize the full potential (and goals) of ABM. This is because marketing and sales organizations haven’t shifted their approach to engaging and breaking into these prized accounts. And without the right account and buying team insights, this endeavor becomes incredibly difficult.
Although fracking is considered controversial, when translated to B2B purchasing, it’s a strategic process for identifying and exploiting untapped potential within key accounts by drilling deeper into the needs and preferences of the buying team members. In this e-book you’ll learn:
- How to frack the buying team to unlock hidden opportunities for growth.
- How sellers can use intent data to understand who to sell to and when to engage.
- How to take a signal-based approach to upselling and cross-selling.
