Account-Based Selling in B2B eCommerce: What is Account Based Selling?

By
Joanna Okedara
Table of Contents
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    Choosing the right b2b sales process and strategy is important to the success of any B2B eCommerce or wholesale distribution business. With customers looking for the perfect eCommerce personalization experience, it has become increasingly necessary for sales and marketing teams to adopt laser-targeted prospecting and eCommerce marketing strategies.

    This is where account-based selling comes into play. Account-based selling is becoming more popular among businesses as a strategy for deepening ties with key accounts and boosting income as competition heats up and consumers seek more individualized experiences.

    Key Takeaway: According to statistics, 97% of marketers say account based selling delivers a higher return on investment (high ROI) than other B2B eCommerce marketing and wholesale marketing strategies.

    The account based selling model takes a more targeted and personalized approach when interacting with target customers and companies. Rather than trying to market to many customers at once, like traditional lead-based sales strategies, account-based selling focuses on specific needs of the B2B customer.

    However, what precisely is account-based selling and how can it be used in a B2B eCommerce setting?

    We'll look at the fundamentals of account-based selling in this post and offer helpful advice on how to apply it to your B2B eCommerce sales plan. This article will offer helpful insights and best practices for achieving success and building business resilience with account-based selling, regardless of your level of experience in enterprise sales or your level of initiation into the B2B eCommerce market.

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    What is Account-Based Selling?

    Account-based selling (ABS) is a strategic and targeted method of selling that places more emphasis on certain accounts or customer groups than it does on individual leads. Account managers and marketers will now cooperate to upsell and cross-sell to these customers.

    In order to create a coordinated and seamless experience, account based selling entails identifying and prioritizing a small set of high-value accounts. It also involves adjusting your sales efforts to meet their unique demands, and collaborating cross-functionally with other departments. 

    This strategy is frequently applied in B2B sales, where the decision-making process is more complex and the sales cycle is longer. Building stronger relationships with major accounts is the aim of account-based selling, which also aims to boost revenue growth. The emphasis is on comprehending the wants, goals, and pain points of the consumer and how to effectively solve them.

    After a list of prospective clients has been compiled, a more personalized sales strategy may be devised that takes into consideration each client's unique needs and interests. Focusing on a smaller number of high-value accounts allows firms to better deploy resources and cultivate more meaningful connections with clients.

    However, there is no silver bullet when it comes to account-based selling, and it does take a substantial commitment of time, energy, and money. Having a solid value offer, a defined list of target accounts, and a cohesive sales and marketing strategy will help you succeed.

    It is also possible to streamline and perfect the account-based selling process with the support of a professional team or account-based selling software.

    For optimal success in business-to-business eCommerce, it is recommended to implement a strategic account-based selling model. Businesses can create more lasting connections with their enterprise clients and generate more consistent revenue growth by narrowing their attention to a select group of critical accounts.

    5 Account-Based Selling Model and Strategies

    Undoubtedly, B2B eCommerce businesses can benefit greatly from adopting an account-based selling strategy. But what does it take to put an ABS model into action?

    Let's take a look at five distinct ABS models and tactics that companies can employ to boost account-based selling results. We'll discuss the benefits and drawbacks of various sales models, from the tried-and-true one-on-one method to the more recent one-on-few and one-on-many models, and offer advice on how to incorporate each into your own business.

    1. The Full Funnel Method

    Working with major accounts from the beginning of the sales process all the way through to the end of the purchase is central to this approach. One way to do this is through the use of personalized content, communications (like emails and phone calls), and services (like demonstrations and webinars) that provide value. Using this method, the sales team can better serve the needs of the company's most valuable clients.

    1. The Target Account Selling (TAS) Model

    The TAS Model emphasizes focusing on a small number of high-value accounts, developing a unique strategy for each one, and then working to close business with them. This calls for investigation into the account's business goals and pain areas. 

    Additionally, the process includes assigning a specialist team to manage a select group of high-value accounts and ensuring that group is equipped with the appropriate tools for closing the deal, such as targeted messaging, special offers, and other resources.

    1. The Challenger Sale Model

    Using the Challenger Sale Model, you can get customers to understand the value in a fresh approach by showing them how it differs from the norm. Key account management is the process of identifying the accounts most likely to benefit from your product or service and then educating them on how your solution may help them meet their needs. 

    In order to be successful, this strategy necessitates a knowledgeable sales force capable of communicating with consumers in a way that is both compelling and specific to their needs.

    1. The Value-Based Selling Model

    By emphasizing the product's value and return on investment (high ROI) to important accounts, as recommended by the Value-Based Selling Model. It includes learning the goals of the major account and delivering solutions that are a good fit for those goals. 

    To assist key accounts see the value in your solution, you may need to tailor proposals, case studies, and cost-benefit evaluations specifically for them.

    1. The Account-Based Advertising Model

    This strategy extends beyond the sales process and encompasses a more holistic and integrated approach to engaging key accounts. Across all channels—marketing, sales, and support—it aims to provide key accounts with a consistent and unified experience. 

    To put this approach into action, all relevant teams, technologies, and resources must be coordinated to offer key accounts with a consistent experience and yield the intended results.

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    How Does Account-Based Selling Work in B2B eCommerce?

    Account-based selling in business-to-business eCommerce is focusing on specific types of accounts or groups of buyers to increase conversions. A few examples are individualized homepages, special deals, and suggested products based on previous purchases.

    In order to begin using account-based selling in B2B eCommerce, it is necessary to first determine which accounts are the most valuable. One approach is to analyze customer data, do market research, and look for accounts with high customer lifetime value or income potential. If you know who you're selling to, you can focus your online sales efforts on satisfying their unique requirements.

    Using eCommerce marketing automation solutions to divide your customer base into subsets and then target them with specific messages and content is a highly efficient tactic. Website personalization, for instance, can be used to tailor landing pages for individual accounts, while email marketing can be used to reach certain demographics with relevant advertisements. 

    Customers' actions on your website can be analyzed with the use of AI in eCommerce, analytics and data for a more customized eCommerce encounter.

    Providing first-rate omnichannel customer experience, eCommerce customer service and support is crucial to the success of account-based selling in B2B eCommerce. Some strategies for attracting and retaining such accounts include setting up specialized account management groups, tailoring your service to each client, and providing financial incentives.

    Finding and focusing on high-value accounts is a crucial first step in account-based selling for business-to-business (B2B) online stores, as is adapting marketing and sales strategies to each individual client. As a result of using these strategies, your company will be able to strengthen ties with its most valuable clients, boost its top line growth, and differentiate itself from rivals in the business-to-business online eCommerce sector.

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    Frequently Asked Questions About Account Based Selling

    Let’s answer some frequently asked questions about account-based selling.

    What is Meant by Account-Based Marketing?

    Account-based marketing (ABM) is a planned and targeted marketing method that focuses on specific accounts or consumer segments as opposed to individual leads. It entails identifying and prioritizing a small number of high-value accounts, adapting your marketing efforts to their specific requirements, and collaborating with other departments to offer a coordinated and coherent experience.

    Why Account-Based Marketing is Better?

    ABM is better because it is a more personalized marketing strategy that focuses on the customer's pain points, goals, and requirements and how to effectively address them. This strategy provides for a more efficient use of resources because it targets a select group of high-value accounts as opposed to a broad audience. It also enables a deeper understanding of the client by gleaning information from their contacts with the organization, and it helps to synchronize sales and marketing efforts.

    Is Account-Based Marketing B2B?

    ABM is generally employed in B2B, where the sales cycle is longer and several stakeholders are involved in the decision-making process. However, it can also be employed in B2C, particularly for high-value consumers or segments that require a more customized approach.

    How Does Target Account Selling Work?

    Target account selling (TAS) is a subset of account-based selling in which a sales team concentrates on a particular group of target accounts. It entails selecting and prioritizing target accounts, developing a plan, and allocating resources to these accounts. By delivering exceptional customer service and support, and by forming cross-functional teams to provide a unified strategy, the sales team seeks to strengthen connections with target accounts and improve revenue growth.

    Targeting the Right Accounts

    Account-based selling is a strategic approach to B2B eCommerce that focuses on finding and targeting key accounts for enterprise sales. By tailoring your sales and marketing to the needs and problems of your target accounts, you can increase your chances of closing deals and making long-term connections.

    You can set up your B2B eCommerce business for long-term success by putting the needs of your target accounts first and tailoring your sales and marketing efforts to their specific needs.

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