Account-Based Marketing (ABM) has evolved with modern marketing technology, enhancing traditional strategies like telemarketing to target high-value accounts effectively. Telemarketing supports ABM by providing critical data, insights, and personalized communication, which fosters better understanding and engagement with clients. Despite the rise of new technologies, the integration of telemarketing can overcome resource limitations, making it a viable option for implementing successful ABM strategies.

1. A quick Google search shows that Account-
Based Marketing (ABM) has been around for
some time but has gained new momentum
with advances in marketing automation and
technology for ad targeting and web
personalisation.
If you take a closer look, traditional marketing
techniques, including telemarketing, have
much to offer in supporting ABM strategies.
5 ways Telemarketing can
Support Account-Based Marketing

2. For those unfamiliar with the concept, ABM focuses on accounts with the
highest potential value and aims to build an in-depth understanding to support a
targeted ‘one to one’ approach. A small set of key accounts is handled as a
single market, with market research informing strategies to address the client’s
particular business goals. The strategy aligns across sales and marketing
providing a sustainable approach to increased growth and profitability.
Whilst new technologies are emerging, the underlying principles of ABM align
well to marketing best practice encompassing data and insight, profiling and
segmentation, targeting and personalisation. In fact, if you take a closer look,
traditional marketing techniques, including telemarketing, have much to offer in
supporting ABM strategies.
Introduction
5 ways Telemarketing can
Support Account-Based Marketing

3. Accurate data and analysis are essential to ABM, in order to identify those
accounts which are likely to grow into long term profitable partners,
understand their needs and target accordingly. Telephone research is a very
effective tool for cleansing and enhancing data, providing a foundation on
which profile and segment your data, prioritise the most profitable accounts
based on potential lifetime value, and focus on addressing their particular
needs.
1. Data
Here are five ways telemarketing neatly dovetails with
some of the key requirements of ABM:
5 ways Telemarketing can
Support Account-Based Marketing

4. 1. Data…continued
As it is data-led, telemarketing also lends itself well to a targeted
approach such as ABM, and can deliver a healthy ROI when focused
on high value prioritised segments. This channel has traditionally
worked well within an 80/20 model, targeting a smaller percentage of
accounts, which warrant special treatment in line with the value of
their loyalty and continued business.
5 ways Telemarketing can
Support Account-Based Marketing

5. A clear understanding of the customer and their needs is a key factor in ABM,
so that suppliers can deliver products and solutions finely tuned to those
specific needs. Telephone research and the personal nature of this channel
position it well for gathering a deeper level of insight either through pre-sales
research or ongoing dialogue, building an understanding of an account and the
individuals in the decision making unit. In addition to insight informing the
account strategy, telephone research can provide an opportunity to test and
refine offers and propositions so they better address client needs and interests.
2. Insight
5 ways Telemarketing can
Support Account-Based Marketing

6. ABM incorporates a highly personalised approach based on a deep
understanding of the customer and the interests of the key individuals within a
single account. Not only can telephone research help gather insight and tailor
an overall account strategy, the high quality human interaction, which
telemarketing provides is very effective in gaining trust and building
understanding of the individuals within the account.
3. Personalisation
5 ways Telemarketing can
Support Account-Based Marketing

7. In addition, the open nature of phone conversation allows the caller to
tailor the message and proposition they present to the interests of each
individual, in real-time. Two-way communication and open discussion
give a deeper understanding of the customer perspective and multiple
conversations with different individuals over a period make it possible
to map the interrelationships within the account.
3. Personalisation…continued
5 ways Telemarketing can
Support Account-Based Marketing

8. ABM aims to take a joined up approach to ensure priority accounts receive
exceptional service and a consistent brand experience across multiple touch
points in the customer journey. Achieving this level of cohesion requires an
integrated approach between sales and marketing, which is not always easy to
achieve.
The emphasis on insight and customer knowledge within an ABM approach
requires a greater involvement by marketing at an early stage to inform sales
account strategy. This aligns perfectly with the role of telephone research
informing the early and ongoing strategy and highlighting account development
priorities, which can align sales and marketing resource and activity.
4. Aligning Sales and Marketing
5 ways Telemarketing can
Support Account-Based Marketing

9. ABM requires integrated activity and consistent messaging across all channels
and communications. As telemarketing can be applied at any stage of the sales
funnel, from early stage marketing leads to fully qualified sales opportunities, it
supports a more joined up approach, rather than leads following a linear path
with a gap between marketing and sales. Given its flexibility, telemarketing is
easily integrated with other channels and activities and can therefore help
provide a unifying force between sales and marketing functions
In addition, the fact that it can deliver higher quality leads with enhanced levels
of insight and a greater propensity to convert, increases the confidence sales
has in marketing effort.
4. Aligning Sales and Marketing …continued
5 ways Telemarketing can
Support Account-Based Marketing

10. Developing accounts based on a deeper understanding of the client and their
needs as with ABM requires a long term approach. Whilst telemarketing can be
a short term tactical tool to initiate response, it can also support the longer term
pipeline, continuing a dialogue throughout the B2B sales cycle. By building a
deeper understanding of customer needs and buying status through personal
individualised contact, prospects who may not be ready to buy can be nurtured
and developed into longer term opportunities. In addition, insight captured
during each call enables sales to develop their account knowledge and refine
and improve customer communications and account specific propositions over
time.
5. Longer Term Approach - Sustainability
5 ways Telemarketing can
Support Account-Based Marketing

11. Conclusion
The 2015 State of Account-Based Marketing (ABM) Study by
SiriusDecisions reveals that over 90 percent of marketers believe
that Account-Based Marketing is a B2B ‘Must-Have’ but only 20
per cent have had full programs in place for more than one year;
suggesting insufficient skills and resources hamper
implementation.
Those seeking accessible ways to implement ABM, who perhaps
lack resource or the latest technologies, may want to look more
closely at some of the more traditional, tried and tested methods
of engagement…
5 ways Telemarketing can
Support Account-Based Marketing

12. Our Services
Established in 1990 and based on the
Brighton sea front, The Telemarketing
Company is the UK's leading specialist
outbound B2B telemarketing agency,
with a robust research offering.
For further information on our services:
01273 765000
info@ttmc.co.uk
www.ttmc.co.uk
26-27 Regency Square
Brighton, East Sussex, BN1 2FH