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Account-Based Prospecting- The Past, Present, and Future

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Account-Based Prospecting — The Past, Present, and Future

Account-based prospecting is a process of identifying accounts with a high probability of buying your solution and then reaching out to those accounts. This type of prospecting helps sales teams save time and energy by focusing on accounts with the best chance of conversion. 

The Dusty Past and the Crusty Present

In the 90s and early ‘00s, many B2B sales teams used emails as a relatively non-intrusive way of putting their solutions in front of buyers. And for a brief moment, it worked great! 

Then, everyone started doing it, and cold emailing was quickly labeled “spam” (which it is). 

Some organizations have essentially recreated this strategy by mass-blasting Sponsored InMail messages to LinkedIn users, with similar results. It worked for a while, but as spammy InMails have proliferated, messages are increasingly quarantined and ignored.

A Better Path Forward

Account-based selling is now the favored strategy of most B2B sales organizations — but it only works well when thoughtfully executed. Generic spray-and-pray messaging doesn’t magically become effective just because you have a slightly better-defined target account list.

The key is personalization — and that’s where persona-based selling comes into play.

What’s Persona-Based Selling?

Persona-based selling is a strategy that uses buyer personality traits, buying behaviors, buying intent, and preferences to tailor messages to each buyer. By combining account-level data with persona-level data, sales teams can personalize their messaging to every individual within an account.

Persona-based selling is the future of B2B sales. It allows sales teams to break through the noise and reach their target audience in a more efficient and effective way. But the real power of persona-based selling lies in the combination of machine learning.

Machine learning is a powerful tool that allows sales teams to optimize their messaging by understanding and tracking how buyers respond to each message they receive. Products surface in front of buyers based on their browsing and buying behavior, just like how Netflix and YouTube work.

The same technology can be applied to B2B sales. With machine learning, sales teams can create more targeted messages for every individual buyer. The result is higher response rates and better conversion rates.

The Future of B2B Sales

The combination of account-based prospecting and persona-based selling with the power of machine learning is the future of B2B sales. It allows sales teams to effectively target high-value accounts and deliver personalized messages at scale.

At 6sense, we understand the power of data-driven sales. That’s why we offer a platform that puts the power of AI, big data, and machine learning behind every member of the revenue team. Our platform helps sales teams find, target, and convert more high-value accounts in a more efficient and effective way.

The future of B2B sales is here, and 6sense is leading the way.

The 6sense Team

6sense helps B2B organizations achieve predictable revenue growth by putting the power of AI, big data, and machine learning behind every member of the revenue team.

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