Account Penetration is the process of the sales team first owning the account, then developing a meaningful relationship with the account, and finally directing the journey of the account through the sales funnel. Account Penetration takes serious time and commitment, and as a result sales and marketing teams have to be 100% aligned with all windows of communication wide open for Account Penetration strategies to be successful.
The slow and laborious process of sculpting a masterpiece.
Account penetration strategies are the methods, techniques, and tools used by sales and marketing experts to turn target profiles into qualified leads.
Different facets of sales and marketing efforts that make account penetration strategies include:
Account penetration can be challenging, especially from an ABM perspective. As you start working towards penetrating key contacts intargeted accounts, you'll want to constantly apply pressure. This means running a multi-channel marketing campaign that leverages, 1-to-1 sales outreach emails, marketing nurture, targeted display ads across social and web channels, direct marketing, gifting, and more.
In this chapter, we predict trends for 2020 based on our analysis of the global adoption of APM.