What Can Marketing Do To Help Sales Become Aware of Activities At Their Key Accounts?

I love talking with sales reps about how marketing can support them in their efforts to go after key accounts and close more business. After all, at the end of the day, that’s marketing’s job. So, I’m always looking for tools, tactics, content, and strategies that will enable the sales team.

Last time I talked to Nick Leader, an Account Executive at Engagio, we talked about how sales reps should be thinking about Account Based Marketing. Today, we talked about the things that marketing can do to help sales become aware of activities happening at their key accounts. They are practical and actionable things that me and my team can do to help reps every single day. Once sales is aware of these insights, they can act with more personal and relevant touchpoints and close more business.

If you’re a marketer, take note. If you’re a sales rep, go to your marketers and ask them if they’d be willing to do these things and explain to them how they’re going to impact the business. Sales and marketing working together is a force multiplier.

Enjoy our conversation!


Brandon: Hey guys, Brandon Redlinger here, director of growth at Engagio, and I’m joined today by Nick Leader, an accounting executive here on the team here at Engagio. Welcome, Nick.

Nick: Hey Brandon.

Brandon: So last time we talked about how sales reps should be thinking about Account Based Marketing. Today, I’m want to get your thoughts on the things that marketing can do to help sales become aware of activities happening at their key accounts.

Nick: I would say there’s two things. One is going to be one of the things we talked about on our last little series, which is these ABM stand-ups that I do every two weeks with our ABM manager. That’s a one-to-one type of approach where we customize content, we customize direct mail packages, sales touchpoints, marketing emails, webinar events, things like that. You’re only going to be able to do that to a handful of accounts, ’cause it gets expensive and it gets time consuming.

I have way more accounts than just the 10 that I’m doing these high-touch programs towards, so for me, what’s nice that marketing does that Engagio can help with too is these alerts and these triggers that get sent to me, either once a day, once a week, and we’re about to do these real-time alerts, which is going to be great. It’s just little activities, or large activities, that notify me of when something or someone at my key account, who isn’t a strategic account but is a high-priority account, is taking some sort of activity or engaging in some sort of way.

We consider, at Engagio, any engagement as good engagement. So it could be something as large as a demo request or a content download, but something even as small as, maybe our marketing team sent out a webinar invite for April 1st, and they didn’t register or they didn’t click the link, but they opened the email.

And if I can get an alerted on that, and say, “Hey, yesterday you opened “an email for our webinar. “Here’s a cool piece of content “that I think might be relevant, “based on what that webinar is gonna talk about.” That’s a relevant touchpoint that, as a sales rep, adds value to the marketer, not just, “Here at Engagio, we do this, here’s why we’re great,” you know, things like that. Just cold, standardized blast outreach.

The more I know about who’s engaging and what they’re engaging with, the more relevant I can be in my outreach and my response. To give you an example, specifically, we have this one report that shows us activities in our open opportunities. What happened a couple weeks ago was I was talking to someone in the beginning of the year. They told me, yeah it’s not a priority, reach back out in six months.

But last week, they downloaded a piece of content, and it was actually their CMO. So I reached out to him, and I was like, “Hey, you know, so-and-so told me to reach out, “back in January, six months. “But I noticed you were downloading “these pieces of content, is now a better time?” And sure enough, he got right back to me, and an opportunity that would’ve potentially evolved in the May-June timeframe is hot to trot right now.

So those pieces of intelligence that marketing can help drive to a sales rep and allow me to see key pieces of intelligence, and key pieces of information and engagement in my accounts, is huge for me to help to continue to build and drive pipeline, and I certainly appreciate that.

Brandon: Nice.

Nick: Yeah. But those are the two things, I would say.

Brandon: Nice, I love it, thanks, man.

Nick: Yeah, thanks.

Brandon Redlinger
Brandon Redlinger
Brandon Redlinger is the Head of Growth at Engagio, the Account-Based Marketing and Sales platform that enables teams to measure account engagement and orchestrate human connections at scale. He is passionate about the intersection between tech and psychology, especially as it applies to growing businesses. You can follow him on twitter @brandon_lee_09 or connect with him on LinkedIn.

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