In today’s technology landscape, every day seems to bring yet another digital tool to make everything in our businesses better. Of course, I’m being a little facetious and there are more specific benefits to these apps than that. But the gist is the right tech, used in the right way can equate to higher efficiencies and an overall better way of doing business.
The problem is, an inundated marketplace has made it evermore challenging to build the right sales and marketing stack to meet our needs. With the myriad technology options available, how do you know which is right for you? Furthermore, if you are implementing account-based marketing (ABM) or partner sales strategies, you need more than the generic marketing and sales apps.
Luckily, tech in these categories has started to crop up and will only continue to gain momentum. In our company, we live and breathe business-to-business sales and marketing. We use many for our own needs but also constantly monitor those we want our technology to integrate with, and as such, we’ve come up with a stack of tools for ABM and partner sales we’ve come to know, like and trust.
Contactually. In ABM and partner sales, we’re only as strong as our networks. Contactually organises the most important people in your network and helps ensure you don’t fall of the radar with them. How? It creates a centralised list of your contacts by connecting your various email accounts, social networks, and other business applications. This list is then 'bucketed' out based on your most valuable relationships. Customised reminders are then set up to alert you to touch base with your MVP if too much time has passed – ABM at its core.
No more stale, cold relationships. This tool simplifies the process of staying engaged with your network.
Sidekick for Business. This app comes with pre-loaded sales email templates, which are fully customisable, and the ability to test which perform best for you. One of the coolest features is the ability to prioritise and tee up calls with prospects all from your browser, and automatically record the calls. Sequences enable you to schedule a series of targeted, timed emails to nurture your prospects from the point of the first interaction to the first follow up and check-in – all based on their actions.
Gainsight. This company has dubbed itself the 'customer success company.' In essence, it helps your team be proactive in creating solutions for customers rather than reactive. With Gainsight you can build customised workflows based on your customer’s lifecycle so you can anticipate their needs, and send the right communication at the right time.
You can also personalise communications at scale to ensure all of your customers experience the same quality in service. Another feature of the app is risk assessment, which enables you to monitor relationships and identify at-risk customers and nurture them back to good health.
PandaDoc. So I’ll admit that this might seem like an odd choice for those who focus on account-based marketing and partner sales primarily. But one of the hang-ups that leaders in your role tend to face is a lagging sales cycle, due to excessive or inefficient administrative tasks. To move more quickly and close more deals, you need to be able to deliver the right paperwork to prospects as soon as you get the green light – whether you’re on the road or at the comforts of your desk.
This software enables you to generate, deliver and electronically sign any quotes, proposals, contracts or other pieces of collateral. We all know the pangs of a deal gone south because processing the contract took too long.
There it is – the fantastic four apps for you lucky folks who work in account-based marketing and partner sales. As I write this, I’m sure at least a few new solutions are making their debut… but just remember that newer isn’t necessarily better.
Beyond looking for the tools that aim to save you valuable time, you also want to be sure they integrate with your existing technology stack. Also take a look at how well the creators of the technology know your industry. Channel or industry expertise typically means they are better programmed to truly understand and anticipate your challenges, and be there with the solutions to overcome them. Finally, do they champion customer success? One way to know is to take a look at the customer support and education they offer.
It’s so easy these days to glom on to the latest and greatest, but a little due diligence will do a lot to save you time and money.