Typical B2B lead generation efforts for sales development reps (SDRs) involve searching LinkedIn and Google, navigating impossible phone directories and playing email roulette to connect with the right prospects.
With account-based marketing (ABM) becoming popular, more SDRs are focusing their outbound efforts on specific accounts, rather than canvassing industries or company types to find key influencers and decision makers.
The Bad News
While focusing on key accounts may seemingly help reduce the legwork involved, SDRs are still spending way too much valuable time trying to identify the right people. Even if you know the companies you want to contact, you still need to know the names of the decision makers.
We brought this to light in a recent case study about ObservePoint, a provider of web analytics quality assurance tools. ObservePoint targets companies using web analytics technologies and other platforms. Once the key accounts are identified, the SDR team has to find the key people. In some cases, they spend upwards of 80% of their time just trying to find contacts.
Unfortunately, this challenge is typical for many companies tackling ABM.
The Good News
With predictive analytics platforms, companies like ObservePoint can hone their efforts around identifying contacts at targeted accounts. By arming their teams with Leadspace, the ObservePoint SDRs identified 35% more leads resulting in 23% higher connection rates.
While ABM is a smart approach, it’s not a magic cure for all prospecting ills. But combined with a strong database populated with accurate and complete leads, it can bring dramatic results.
Learn more about ObservePoint’s success in the case study.