The definition of account based selling (ABS) refers to a primarily business-to-business (B2B) sales model that targets companies – or “accounts,” in business speak – rather than specific leads. B2B companies use the account based selling (also known as account based sales development) model to predict and target the accounts that will be most receptive to buying. While this is a relatively old business selling model, it has become more common thanks to new technological advancements. There are now several solutions that help companies discover viable accounts based on a variety of criteria. Some factors that companies might use to predict an account’s suitability include:
- Funding history
- Number of employees
- Use of specific technologies
Using Account Based Selling to Improve Email Response Rates
Using account based selling can enable salespeople to personalize messaging. This can dramatically help dramatically increase email open rates. On the Funnelholic blog, Craig Rosenberg described how he used account-based sales development to achieve 60% open rates and 41% reply rates when using marketing automation mass emailing, before switching to an account based selling model his typical open rates were in the 5-8% range and reply rates were in the 2-3% range.