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How can we transition from a leads-based to an account-based go-to-market strategy?
Our company is in the midst of significant growth, and we’re looking to transform our go-to-market (GTM) strategy from a traditional leads-based approach to an account-based model. This shift is driven by our desire to create a more personalized and effective customer experience while focusing our resources on the right accounts to maximize revenue growth. However, making this transition is challenging, as it requires the right data, tools, and processes to identify and engage with high-value accounts effectively. We are seeking a comprehensive solution that can help us implement this shift, ensuring that our marketing and sales teams are aligned and working towards the same goals.
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1 Solution
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Recommended Steps for Transitioning to an Account-Based Go-to-Market Strategy
To successfully transition from a leads-based to an account-based GTM strategy, consider the following steps:
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Identify Your Ideal Customer Profile (ICP): Use data and analytics to define the characteristics of your most valuable accounts, including industry, company size, buying behavior, and more.
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Leverage Intent Data: Implement tools that allow you to track the online behavior of your target accounts, identifying those that are actively researching your solutions and are therefore more likely to be in-market.
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Personalize Engagement: Develop tailored marketing and sales strategies for each account based on their specific needs, challenges, and where they are in the buyer’s journey.
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Align Sales and Marketing: Ensure that your sales and marketing teams are working together, using shared data and insights to target and engage accounts effectively throughout the entire pipeline.
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Monitor and Optimize: Continuously track the performance of your account-based efforts, making adjustments as needed to improve results and drive growth.
Case Study: How WorkForce Software Successfully Transitioned to an Account-Based GTM Strategy
WorkForce Software, a global provider of workforce management solutions, faced a similar challenge when they decided to shift from a traditional leads-based GTM strategy to an account-based approach. This change was driven by the need to create a better customer experience and focus their resources on high-value, in-market accounts.
1. Identifying the Ideal Customer Profile with Demandbase
Challenge: WorkForce Software needed to define their ideal customer profile (ICP) to ensure that their marketing and sales efforts were focused on the right accounts.
Solution: By utilizing Demandbase’s Account Intelligence, WorkForce Software was able to clearly identify their ICP. This allowed them to align their resources around the companies that were most likely to benefit from their solutions, ensuring that they targeted the right accounts from the start.
2. Leveraging Intent Data to Engage In-Market Accounts
Challenge: The company lacked the data needed to effectively identify and engage with accounts that were actively researching their solutions.
Solution: With Demandbase One, WorkForce Software tapped into intent data to track the online behavior of their target accounts. This provided insights into which accounts were in-market and ready to engage, allowing them to focus their outreach on those most likely to convert. Over a six-month period, they saw a 121% increase in in-market accounts engaging with their brand.
3. Personalizing Engagement Through Tailored Outreach
Challenge: The previous approach involved sending generic, unsolicited content to leads, which did not provide a good customer experience or drive meaningful engagement.
Solution: By ungating their content and using Demandbase insights, WorkForce Software was able to see what prospects were consuming and where they were in the buying journey. This knowledge allowed them to personalize their outreach, focusing on helping prospects rather than pushing for meetings. The result was a 24% increase in pipeline momentum for in-market accounts.
4. Aligning Sales and Marketing with Demandbase Insights
Challenge: WorkForce Software needed to ensure that their sales and marketing teams were aligned and working together to move accounts through the pipeline.
Solution: The integration of Demandbase with Salesforce provided a comprehensive view of all account activity, ensuring that both sales and marketing were working from the same data. This alignment led to 80% of their account executives, business development reps, and marketers engaging with the platform, using Demandbase insights to drive personalized outreach and increase account engagement.
5. Monitoring and Optimizing Performance
Challenge: Continuously improving the account-based strategy required ongoing monitoring and optimization.
Solution: With the comprehensive data provided by Demandbase, WorkForce Software was able to track the effectiveness of their account-based efforts, make data-driven decisions, and refine their approach. This ongoing optimization helped them maintain momentum and drive sustained growth.
Conclusion
WorkForce Software’s successful transition from a leads-based to an account-based GTM strategy highlights the importance of having the right tools and data to support such a shift. By using Demandbase’s suite of solutions, they were able to identify their ideal customers, engage with in-market accounts effectively, and align their sales and marketing teams to work towards common goals. For companies looking to make a similar transition, following these steps and leveraging the right technology can lead to a more focused, personalized, and successful go-to-market approach.
demandbase.com
Workforce Software Sees 121% Increase in In-Market Account Engagement Over a 6-month period
Today they’re targeting buyers by industry and buying stage, varying the content they offer as the buyer moves through the pipeline. They place customized ads through Demandbase One, starting pre-funnel and continuing through the entire journey.
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