Account-based strategy is a method of contacting prospects based on the company-approach. When searching for prospects, what you are really looking for is not the way to reach out to an individual prospect, but to the whole company itself. It’s essential to realize that the company approach is a way more effective way of closing a deal, but it also requires more work than traditional methods of contact.
The best way is to choose a group of companies that are the most important for you. This multi-channel strategy will enhance the chances of closing a deal with them, but will require more effort than regular cold-mailing. We believe that calling your prospects or inviting them on Linkedin in the middle of the campaign will bring you way better results than only sending emails.
How can it be achieved in Growbots?
You should consider the following actions when contacting whole companies:
- qualifying/unqualifying contacts - check this article
- choosing the maximum number of prospects from one company to be contacted at one time
- integrating with your CRM
and most importantly…
- using the multichannel strategy thanks to the tasks feature
Each time you add a task step to your sequence you'll see it in the Activity tab. It will require your action and a sequence will proceed to the next step only if you Mark it as done or Skip it. Thanks to the feature you can mix automated email outreach with some more manual steps like connecting on LinkedIn or phone calling the prospect.
If you choose the Call as a step, you’ll be able to request prospects' direct phone numbers in their logs. If there is no direct phone number provided in the prospects logs, you can try calling the headquarters office and ask to redirect your call to the prospect.
Based on our knowledge, one way of using the tasks efficiently would be by using this sequence:
Step 1 - Initial email - lead on with an email to briefly outline the value proposition and warm it up:
Just wanted to congratulate you for being listed as “One of the best companies to work with” by Forbes magazine! As a fellow CEO, I wanted to ask how do you automate the lead generation in your company?
Step 2 - The same day send a LinkedIn invite, with a short description why person should add you to their Network
Step 3 - Next day or two days after cold call saying "I'm following up on the email" (better than just "reaching out"). Remember that the purpose of the call is not to immediately sell the product but to schedule a meeting.
Step 4 - Day after cold calling, send a follow-up email
Step 5 - The same day cold call a person (try another time of the day)
Step 6 - After a week send a follow-up email (add some social proof)
Step 7 - Cold call the next day (try another time of the day)
Step 8 - Send the last follow-up email (no "break up email" - instead try to add so much value in your last email, the prospect will be reluctant to ever delete it from their inbox -- you'll be top of mind then)
While using this approach remember to keep your social profiles strong. All SDRs and sales reps should have up to date profiles since they will be in direct contact with the prospects.