Discover effective techniques for nurturing key sales accounts and driving business growth. Learn how to identify target contacts, align content to the buyer journey, engage customers through various channels, and prove the value of account-based nurturing. Increase customer satisfaction, sales revenue, and long-term success with these strategies.

Introduction

Account management is a crucial aspect of sales that focuses on building and maintaining strong relationships with key accounts. Effective techniques for nurturing these key sales accounts can significantly contribute to business growth and success. In this article, we will explore the strategies and best practices for account management, with a specific emphasis on nurturing key sales accounts. We will delve into the steps involved in identifying target contacts, aligning content to the buyer journey, engaging customers through various channels, and proving the value of account-based nurturing. By implementing these techniques, sales professionals can enhance customer satisfaction, increase sales revenue, and drive long-term business growth.

Identifying Target Contacts

The first step in nurturing key sales accounts is to identify the right contacts within these organizations. Sales teams should focus on identifying the top target accounts and gathering information about the relevant people within each account. This information can be collected using tools like CRM systems, lead databases, and social media platforms. By creating an account hierarchy for marketing efforts, sales professionals can tailor their strategies to address the specific needs and interests of each key contact.

Aligning Content to the Buyer Journey

Mapping out the buyer’s journey is crucial for understanding the thought processes and decision-making steps involved in the purchase process. By aligning content to each stage of the buyer’s journey, sales professionals can ensure that the right content is delivered to the right individual at the right time. This requires a deep understanding of the customer’s pain points, goals, and preferences. By creating personalized and relevant content, sales professionals can engage customers and guide them towards making informed purchase decisions.

Engaging Customers through Various Channels

To effectively nurture key sales accounts, sales professionals must go beyond traditional email communication. Technologies like Marketo can be utilized to engage with prospects through specialized direct mail pieces, personalized phone calls, and online advertising targeted to employees of target companies. By leveraging these channels, sales professionals can create multiple touchpoints and reinforce their value proposition. This omnichannel approach ensures consistent and personalized communication, ultimately deepening the relationship with key accounts.

Pouring Gas on the Fire

Account-based nurturing requires dynamic and responsive messaging. The frequency, quantity, and cadence of messaging should be highly responsive to the prospect’s actions and behaviors. The aim is to provide relevant information while the prospect is actively researching or to maintain a slow drip of messages for longer sales cycles. By tailoring the messaging to address the specific pain points and goals of each key account, sales professionals can reinforce their value and keep the prospect engaged throughout the sales process.

Proving You Are a Revenue Rockstar

Account-based nurturing provides a framework for measuring and tracking the impact of sales efforts. Creating a control group within the nurture allows for measuring the difference in outcomes compared to the nurture group, demonstrating performance. By tracking metrics such as Marketing Qualified Leads (MQLs), Won Opportunities, and Average Won Amount, sales professionals can showcase the value they bring to key accounts. This data-driven approach enables continuous improvement and optimization of sales strategies.

Conclusion

Effective techniques for nurturing key sales accounts are crucial for building strong relationships, driving revenue growth, and ensuring long-term business success. By identifying target contacts, aligning content to the buyer journey, engaging customers through various channels, and proving the value of account-based nurturing, sales professionals can strategically nurture their key accounts and achieve their sales targets. By implementing these techniques, sales professionals can create personalized and relevant experiences for their key accounts, leading to increased customer satisfaction, loyalty, and revenue growth.

References

[^1]: DemandGen. (n.d.). Four Steps to Success with Account-Based Nurturing. Retrieved from <a href=”https://www.demandgen.com/four-steps-to-success-with-account-based-nurturing/“>https://www.demandgen.com/four-steps-to-success-with-account-based-nurturing/](https://www.demandgen.com/four-steps-to-success-with-account-based-nurturing/)

[^2]: HubSpot. (n.d.). 7 Amazingly Effective Lead Nurturing Tactics. Retrieved from <a href=”https://blog.hubspot.com/marketing/7-effective-lead-nurturing-tactics“>https://blog.hubspot.com/marketing/7-effective-lead-nurturing-tactics](https://blog.hubspot.com/marketing/7-effective-lead-nurturing-tactics)

[^3]: ExactBuyer. (n.d.). 10 Lead Nurturing Best Practices for Better Sales Conversion. Retrieved from <a href=”https://www.exactbuyer.com/blog/lead-nurturing-best-practices“>https://www.exactbuyer.com/blog/lead-nurturing-best-practices](https://www.exactbuyer.com/blog/lead-nurturing-best-practices)

[^4]: Databox Blog. (n.d.). The 6 Most Effective Lead Nurturing Strategies that Work Right Now. Retrieved from <a href=”https://databox.com/lead-nurturing-strategy“>https://databox.com/lead-nurturing-strategy](https://databox.com/lead-nurturing-strategy)

[^5]: Selling Signals. (n.d.). Lead Nurturing: The Ultimate Guide. Retrieved from <a href=”https://sellingsignals.com/sales-process/lead-nurturing/“>https://sellingsignals.com/sales-process/lead-nurturing/](https://sellingsignals.com/sales-process/lead-nurturing/)

[^6]: LinkedIn. (n.d.). What’s your strategy for growing and keeping key accounts happy? Retrieved from <a href=”https://www.linkedin.com/advice/0/whats-your-strategy-growing-keeping-key-accounts-happy-skills-sales“>https://www.linkedin.com/advice/0/whats-your-strategy-growing-keeping-key-accounts-happy-skills-sales](https://www.linkedin.com/advice/0/whats-your-strategy-growing-keeping-key-accounts-happy-skills-sales)

[^7]: Gartner. (n.d.). Revamp Your Key Account Management Strategy for Growth. Retrieved from <a href=”https://www.gartner.com/en/sales/trends/key-account-management-strategy“>https://www.gartner.com/en/sales/trends/key-account-management-strategy](https://www.gartner.com/en/sales/trends/key-account-management-strategy)

[^8]: Gartner. (n.d.). How Strategic Account Management Will Drive Sales Growth. Retrieved from <a href=”https://www.gartner.com/en/sales/insights/trending-topics/account-management-and-growth“>https://www.gartner.com/en/sales/insights/trending-topics/account-management-and-growth](https://www.gartner.com/en/sales/insights/trending-topics/account-management-and-growth)

[^9]: HubSpot. (n.d.). Key Account Management: The Ultimate Guide. Retrieved from <a href=”https://blog.hubspot.com/sales/key-account-management“>https://blog.hubspot.com/sales/key-account-management](https://blog.hubspot.com/sales/key-account-management)

[^10]: Kapta. (n.d.). Strategies to Increase Retention and Expansion of Your Key Accounts. Retrieved from <a href=”https://kapta.com/resources/key-account-management-blog/strategies-to-increase-retention-and-expansion-of-your-key-accounts“>https://kapta.com/resources/key-account-management-blog/strategies-to-increase-retention-and-expansion-of-your-key-accounts](https://kapta.com/resources/key-account-management-blog/strategies-to-increase-retention-and-expansion-of-your-key-accounts)

[^11]: Harvard Business Review. (n.d.). How to Succeed at Key Account Management. Retrieved from <a href=”https://hbr.org/2012/07/how-to-succeed-at-key-account“>https://hbr.org/2012/07/how-to-succeed-at-key-account](https://hbr.org/2012/07/how-to-succeed-at-key-account)

[^12]: Kapta. (n.d.). 10 Tips for Successful Key Account Management. Retrieved from <a href=”https://kapta.com/resources/key-account-management-blog/key-account-management/10-tips-for-successful-key-account-management“>https://kapta.com/resources/key-account-management-blog/key-account-management/10-tips-for-successful-key-account-management](https://kapta.com/resources/key-account-management-blog/key-account-management/10-tips-for-successful-key-account-management)

[^13]: Richardson. (n.d.). Key Account Management | Sales Insights. Retrieved from <a href=”https://www.richardson.com/sales-resources/strategic-sales-key-account-management-strategy/“>https://www.richardson.com/sales-resources/strategic-sales-key-account-management-strategy/](https://www.richardson.com/sales-resources/strategic-sales-key-account-management-strategy/)

[^14]: Resourceful Selling. (n.d.). How do you develop and maintain strong relationships with your key accounts? Retrieved from <a href=”https://www.resourcefulselling.com/how-do-you-develop-maintain-strong-relationships/“>https://www.resourcefulselling.com/how-do-you-develop-maintain-strong-relationships/](https://www.resourcefulselling.com/how-do-you-develop-maintain-strong-relationships/)

[^15]: Forbes Business Council. (n.d.). 15 Strategies For Boosting Sales With Existing Customers. Retrieved from <a href=”https://www.forbes.com/sites/forbesbusinesscouncil/2021/08/06/15-strategies-for-boosting-sales-with-existing-customers/“>https://www.forbes.com/sites/forbesbusinesscouncil/2021/08/06/15-strategies-for-boosting-sales-with-existing-customers/](https://www.forbes.com/sites/forbesbusinesscouncil/2021/08/06/15-strategies-for-boosting-sales-with-existing-customers/)

[^16]: LinkedIn. (n.d.). How can you increase sales in existing accounts? Retrieved from <a href=”https://www.linkedin.com/advice/0/how-can-you-increase-sales-existing-accounts-skills-sales“>https://www.linkedin.com/advice/0/how-can-you-increase-sales-existing-accounts-skills-sales](https://www.linkedin.com/advice/0/how-can-you-increase-sales-existing-accounts-skills-sales)

[^17]: Resourceful Selling. (n.d.). How customer success can unlock growth in existing accounts. Retrieved from <a href=”https://www.resourcefulselling.com/how-customer-success-can-unlock-growth-existing-accounts/“>https://www.resourcefulselling.com/how-customer-success-can-unlock-growth-existing-accounts/](https://www.resourcefulselling.com/how-customer-success-can-unlock-growth-existing-accounts/)

[^18]: Brooks Group. (n.d.). Seven Tips to Help Your Salespeople with Selling to Existing Accounts. Retrieved from <a href=”https://brooksgroup.com/sales-training-blog/7-tips-help-your-salespeople-selling-existing-accounts/“>https://brooksgroup.com/sales-training-blog/7-tips-help-your-salespeople-selling-existing-accounts/](https://brooksgroup.com/sales-training-blog/7-tips-help-your-salespeople-selling-existing-accounts/)

[^19]: Resourceful Selling. (n.d.). Key Account Management | The Complete Guide. Retrieved from <a href=”https://www.resourcefulselling.com/key-account-management-the-complete-guide/“>https://www.resourcefulselling.com/key-account-management-the-complete-guide/](https://www.resourcefulselling.com/key-account-management-the-complete-guide/)

[^20]: LinkedIn. (n.d.). How do you build lasting relationships with key accounts? Retrieved from <a href=”https://www.linkedin.com/advice/3/how-do-you-build-lasting-relationships-1f“>https://www.linkedin.com/advice/3/how-do-you-build-lasting-relationships-1f](https://www.linkedin.com/advice/3/how-do-you-build-lasting-relationships-1f)

[^21]: Kapta. (n.d.). 4 Ways to Strengthen Relationships and Improve Key Account Planning. Retrieved from <a href=”https://kapta.com/resources/key-account-management-blog/key-account-management/4-ways-to-strengthen-relationships-and-improve-key-account-planning“>https://kapta.com/resources/key-account-management-blog/key-account-management/4-ways-to-strengthen-relationships-and-improve-key-account-planning](https://kapta.com/resources/key-account-management-blog/key-account-management/4-ways-to-strengthen-relationships-and-improve-key-account-planning)

References

[^1]: DemandGen. (n.d.). Four Steps to Success with Account-Based Nurturing. Retrieved from <a href=”https://www.demandgen.com/four-steps-to-success-with-account-based-nurturing/“>https://www.demandgen.com/four-steps-to-success-with-account-based-nurturing/](https://www.demandgen.com/four-steps-to-success-with-account-based-nurturing/)

[^2]: HubSpot. (n.d.). 7 Amazingly Effective Lead Nurturing Tactics. Retrieved from <a href=”https://blog.hubspot.com/marketing/7-effective-lead-nurturing-tactics“>https://blog.hubspot.com/marketing/7-effective-lead-nurturing-tactics](https://blog.hubspot.com/marketing/7-effective-lead-nurturing-tactics)

[^3]: ExactBuyer. (n.d.). 10 Lead Nurturing Best Practices for Better Sales Conversion. Retrieved from <a href=”https://www.exactbuyer.com/blog/lead-nurturing-best-practices“>https://www.exactbuyer.com/blog/lead-nurturing-best-practices](https://www.exactbuyer.com/blog/lead-nurturing-best-practices)

[^4]: Databox Blog. (n.d.). The 6 Most Effective Lead Nurturing Strategies that Work Right Now. Retrieved from <a href=”https://databox.com/lead-nurturing-strategy“>https://databox.com/lead-nurturing-strategy](https://databox.com/lead-nurturing-strategy)

[^5]: Selling Signals. (n.d.). Lead Nurturing: The Ultimate Guide. Retrieved from <a href=”https://sellingsignals.com/sales-process/lead-nurturing/“>https://sellingsignals.com/sales-process/lead-nurturing/](https://sellingsignals.com/sales-process/lead-nurturing/)

[^6]: LinkedIn. (n.d.). What’s your strategy for growing and keeping key accounts happy? Retrieved from <a href=”https://www.linkedin.com/advice/0/whats-your-strategy-growing-keeping-key-accounts-happy-skills-sales“>https://www.linkedin.com/advice/0/whats-your-strategy-growing-keeping-key-accounts-happy-skills-sales](https://www.linkedin.com/advice/0/whats-your-strategy-growing-keeping-key-accounts-happy-skills-sales)

[^7]: Gartner. (n.d.). Revamp Your Key Account Management Strategy for Growth. Retrieved from <a href=”https://www.gartner.com/en/sales/trends/key-account-management-strategy“>https://www.gartner.com/en/sales/trends/key-account-management-strategy](https://www.gartner.com/en/sales/trends/key-account-management-strategy)

[^8]: Gartner. (n.d.). How Strategic Account Management Will Drive Sales Growth. Retrieved from <a href=”https://www.gartner.com/en/sales/insights/trending-topics/account-management-and-growth“>https://www.gartner.com/en/sales/insights/trending-topics/account-management-and-growth](https://www.gartner.com/en/sales/insights/trending-topics/account-management-and-growth)

[^9]: HubSpot. (n.d.). Key Account Management: The Ultimate Guide. Retrieved from <a href=”https://blog.hubspot.com/sales/key-account-management“>https://blog.hubspot.com/sales/key-account-management](https://blog.hubspot.com/sales/key-account-management)

[^10]: Kapta. (n.d.). Strategies to Increase Retention and Expansion of Your Key Accounts. Retrieved from <a href=”https://kapta.com/resources/key-account-management-blog/strategies-to-increase-retention-and-expansion-of-your-key-accounts“>https://kapta.com/resources/key-account-management-blog/strategies-to-increase-retention-and-expansion-of-your-key-accounts](https://kapta.com/resources/key-account-management-blog/strategies-to-increase-retention-and-expansion-of-your-key-accounts)

[^11]: Harvard Business Review. (n.d.). How to Succeed at Key Account Management. Retrieved from <a href=”https://hbr.org/2012/07/how-to-succeed-at-key-account“>https://hbr.org/2012/07/how-to-succeed-at-key-account](https://hbr.org/2012/07/how-to-succeed-at-key-account)

[^12]: Kapta. (n.d.). 10 Tips for Successful Key Account Management. Retrieved from <a href=”https://kapta.com/resources/key-account-management-blog/key-account-management/10-tips-for-successful-key-account-management“>https://kapta.com/resources/key-account-management-blog/key-account-management/10-tips-for-successful-key-account-management](https://kapta.com/resources/key-account-management-blog/key-account-management/10-tips-for-successful-key-account-management)

[^13]: Richardson. (n.d.). Key Account Management | Sales Insights. Retrieved from <a href=”https://www.richardson.com/sales-resources/strategic-sales-key-account-management-strategy/“>https://www.richardson.com/sales-resources/strategic-sales-key-account-management-strategy/](https://www.richardson.com/sales-resources/strategic-sales-key-account-management-strategy/)

[^14]: Resourceful Selling. (n.d.). How do you develop and maintain strong relationships with your key accounts? Retrieved from <a href=”https://www.resourcefulselling.com/how-do-you-develop-maintain-strong-relationships/“>https://www.resourcefulselling.com/how-do-you-develop-maintain-strong-relationships/](https://www.resourcefulselling.com/how-do-you-develop-maintain-strong-relationships/)

[^15]: Forbes Business Council. (n.d.). 15 Strategies For Boosting Sales With Existing Customers. Retrieved from <a href=”https://www.forbes.com/sites/forbesbusinesscouncil/2021/08/06/15-strategies-for-boosting-sales-with-existing-customers/“>https://www.forbes.com/sites/forbesbusinesscouncil/2021/08/06/15-strategies-for-boosting-sales-with-existing-customers/](https://www.forbes.com/sites/forbesbusinesscouncil/2021/08/06/15-strategies-for-boosting-sales-with-existing-customers/)

[^16]: LinkedIn. (n.d.). How can you increase sales in existing accounts? Retrieved from <a href=”https://www.linkedin.com/advice/0/how-can-you-increase-sales-existing-accounts-skills-sales“>https://www.linkedin.com/advice/0/how-can-you-increase-sales-existing-accounts-skills-sales](https://www.linkedin.com/advice/0/how-can-you-increase-sales-existing-accounts-skills-sales)

[^17]: Resourceful Selling. (n.d.). How customer success can unlock growth in existing accounts. Retrieved from <a href=”https://www.resourcefulselling.com/how-customer-success-can-unlock-growth-existing-accounts/“>https://www.resourcefulselling.com/how-customer-success-can-unlock-growth-existing-accounts/](https://www.resourcefulselling.com/how-customer-success-can-unlock-growth-existing-accounts/)

[^18]: Brooks Group. (n.d.). Seven Tips to Help Your Salespeople with Selling to Existing Accounts. Retrieved from <a href=”https://brooksgroup.com/sales-training-blog/7-tips-help-your-salespeople-selling-existing-accounts/“>https://brooksgroup.com/sales-training-blog/7-tips-help-your-salespeople-selling-existing-accounts/](https://brooksgroup.com/sales-training-blog/7-tips-help-your-salespeople-selling-existing-accounts/)

[^19]: Resourceful Selling. (n.d.). Key Account Management | The Complete Guide. Retrieved from <a href=”https://www.resourcefulselling.com/key-account-management-the-complete-guide/“>https://www.resourcefulselling.com/key-account-management-the-complete-guide/](https://www.resourcefulselling.com/key-account-management-the-complete-guide/)

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