Sales and Marketing Synergy in EMEA: A Strategic ABM Approach

Oct 10, 2023

Know the future of sales and marketing synergy in EMEA through the strategic lens of Account-Based Marketing. Analyze the insights into personalized messaging, improved alignment, and top trends.

ABM strategy involves doing a comprehensive analysis of individual target accounts as a starting point. It enables sales and marketing to examine the interactions of everyone within an account and reach out to the entire purchasing team, instead of viewing each individual as a separate opportunity.

The most significant effect of ABM is a decrease in quantity with an increase in the quality of leads.

The strategic deployment of account-based marketing has emerged in establishing a connection between an organization and its target audience. ABM, as a strategic cornerstone, commences with a meticulous analysis of individual target accounts. This in-depth examination transcends conventional marketing strategies, aiming to understand the nuances of each prospective client on a profoundly personal level.

Strategic Planning and Account Selection for EMEA

The business operations within EMEA operate along with the process of defining target accounts assuming paramount importance. This involves meticulous identification and selection of specific accounts that align with strategic objectives. The prioritization of strategies becomes essential to allocate resources effectively and achieve optimal outcomes in EMEA, overcoming the hurdles in reaching leads with strategic methods.

Defining Target Accounts while Prioritizing Strategies

The art of defining target accounts transcends mere identification; it's a strategic endeavor that demands a deep understanding of market implications. Precision in selecting key accounts is essential, driven by data-driven insights, market intelligence, and a keen awareness of emerging trends. The prioritized strategies are dynamic, necessitating ongoing assessment and recalibration to ensure that finite resources are channelled into initiatives with the highest potential for impact and ROI.

Research showed that 80% of marketers tracking their return on investment report ABM approaches outperforming other marketing strategies and that 84% agree the return on ABM is somewhat or significantly higher than other initiatives.

                                                                                                                                 (Source: TechTarget)

The following strategies in EMEA help boost sales and thereby benefit the ROI of the companies.

Personalized Content

  • Content creation is directed at decision-makers in specific companies.
  • Tailored campaigns for individuals within target companies are highly effective.
  • ABM campaigns can deeply resonate with the right audience, fostering a strong connection.

Shorter Sales Cycle

  • ABM employs targeted and contextual touchpoints, making leads feel valued and understood.
  • Sales teams can focus more on promising prospects, reducing time spent on unproductive leads.

Improved Alignment

  • ABM aligns marketing and sales data, reducing lead quality complaints.
  • Sales provide marketing with customer insights, enhancing campaign refinement.
  • Collaboration with customer data helps set realistic expectations and unifies both teams' goals.

Easier to Elevate ROI

  • ABM enables tracking campaigns directly to targeted companies and decision-makers.
  • ROI can be more accurately measured as purchases can be traced back to specific campaign touchpoints.

Yields Stronger Customer Relationships

  • Providing helpful content fosters trust and credibility.
  • Trust built through valuable content extends to customer relationships, strengthening them.

Less Wasted Resources

  • ABM ensures each tactic reaches the right person at the right time.
  • Hyper-targeted campaigns reduce resource wastage and allocate resources more efficiently.

Execution of ABM Campaigns

Personalized Messaging and Content

Market segmentation is a marketing strategy that utilizes well-defined criteria to divide a brand's total addressable market share into smaller categories. Each group or segment has characteristics that enable the brand to develop products, offers, and experiences that are specialized and targeted. Customer Success segmentation is crucial to engagement strategy customization. Regional divides in the US and EMEA are widespread. Balancing account assignments in regions with different sales efforts is a challenge.

Segmentation requires constant change and adaptability. Changes must be made quickly and intelligently to ensure understanding. A company's growth, market dynamics, and consumer landscapes shape effective segmentation.

Personalization in EMEA is done for the following reasons:

  • Create Cross-Channel Data Architecture: Integration of CRM, analog, and digital data creates a single customer picture for hyper-relevant interactions. Solid data gathering across channels provides optimization insights for budgeting, targeting, and audience engagement.
  • Real-time Audience Segmentation: Using thousands of specified parameters, online/offline and third-party data segments audiences in real-time. Thus, the businesses may stand with targeted ads that boost customer retention, reactivation, and cross-sell/upsell.
  • Customized experiences: Consumers must be spoken with one-on-one to convert intent. Cross-channel customer insights from data integration enable highly tailored communications across sponsored and owned assets. Data from the TechTarget 2021 Media Consumption Survey highlights a significant finding. On an average, the majority of buying teams consist of five individuals, although some teams can exceed ten members. Notably, there is an ongoing trend indicating an increase in team sizes.

Sales and Marketing Collaboration in EMEA

Account-based marketing is commonly misunderstood as a tool for generating leads through personalized marketing campaigns. To be successful with this marketing model, one must recognize that ABM is not a campaign or a monthly initiative; rather, it is a relationship-building tool that leverages personalized experiences and can only be effective when Sales and Marketing collaborate to drive results.

ABM perfectly complements the account-based strategy adopted by sales teams while simultaneously providing marketing teams with the strategy required to directly impact revenue. It is ideal for fostering cohesion and autonomy in addition to growth. To achieve this, Sales and Marketing must establish joint account scopes, targets, and metrics for advancing new relationships through the pipeline.

ABM works by increasing efficiency and is the go-to strategy for shortening sales cycles, increasing ROI, and effectively selling to prospects with higher quality.

Three Top Trends in EMEA Shaping Future Sales

It allows for a comprehensive view of all interactions within a given account, enabling sales and marketing teams to engage with individual decision-makers and the entire purchasing team. ABM doesn't flood the sales pipeline with many leads; instead, it crafts a strategy that ensures each lead is not just a potential opportunity but a high-quality, well-qualified one.

Turning Insights into Sales

Sales representatives achieving high-performance levels are taking an additional stride by engaging in more frequent and in-depth monitoring of customer-specific insights. Top-performing sales representatives exhibit a 1.3 times higher likelihood of monitoring the historical purchasing behavior of their customers.

According to the fifth edition of State of Sales, 91% of reps say that the current economic climate means that they need to anticipate the needs of their customers.

They demonstrate heightened vigilance regarding alterations in staffing within client organizations, which may signify shifts in decision-making. Additionally, they diligently observe emerging competitor activities, utilizing this information to refine and adapt their existing strategies and tactics.

Prioritizing Reskilling

A transformation is underway within sales teams, characterized by the adoption of new key performance indicators. Rather than resorting to layoffs or external hiring, organizations prioritize reskilling and upskilling initiatives for their existing workforce. This approach proves cost-effective and enhances overall productivity.
73% of sales professionals have taken on new responsibilities at work, according to the study.

Accelerating Digital Transformation

The successive crises that followed the pandemic accelerated the digital imperative. Numerous companies were compelled to execute extensive transformation initiatives in a remarkably condensed timeframe, often spanning months or weeks. The primary motivation was the need to remain competitive in an increasingly dominated by digitally mature rivals. The transformation that would have conventionally spanned a decade was condensed into six months, illustrating the remarkable pace at which organizations had to adapt to this unforeseen challenge.

According to a report by Salesforce, 79% of sales leaders in Europe say that they’ve had to accelerate their digital transformation plan since 2019.

Case Study: Account-Based Marketing in Europe


In an interview with Andreas Villumsen, Global Account Marketing Manager at Jabra, he shared insights on ‘Developing global accounts with ABM.’ He mentioned that Jabra initiated a strategic initiative approximately nine to ten years ago to actively engage with numerous global and international companies. Commonalities emerged among these enterprises, with shared traits like unified communications, 'MS Teams,' 'Communicate,' 'Zoom,' and 'Google Meet. This encompassed centralizing the utilization of specific platforms and streamlining technology procurement processes. The team comprises over 55 professionals, including individuals from the marketing domain, sales personnel, program managers, a sales director, and marketing experts. This approach was chosen as it allowed the creation of personalized narratives and afforded clients a VIP-level experience. Consequently, ABM was deemed a logical and highly relevant strategy for these 125 targeted accounts.

Final Note

The future of ABM in the EMEA region promises businesses shaped by advanced technologies and evolving markets. AI-powered personalization will play a pivotal role, enabling highly tailored content and messaging that resonate with individual account needs. Predictive analytics will improve lead scoring and target high-value accounts. EMEA firms would consider 'ABM at scale' solutions, integrating automation and data insights for greater reach.

Sales enablement and ABM will intersect for unified engagement, while intent data integration ensures prompt and appropriate outreach. Campaigns emphasizing sustainability and social responsibility, reflecting social changes, are the future of evolving businesses. Cultural awareness, localization and personalization will help ABM expand across different EMEA regions. These trends will allow regional firms to connect, convert, and build long-term client relationships using ABM in B2B marketing.

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