The age-old saying in sales goes that it’s a “numbers game”. But does that really hold water for modern, digital, sales and marketing; is thinking in terms of volume still the best approach? Is is filling the pipeline still about bombarding prospects with countless emails, sending generalised content out into the ether, hiding behind fudged MQL numbers and hoping for a few lucky breaks? Or does success lie in strategically choosing your targets and optimising an aligned approach for the highest possible conversion rates?

We believe the latter approach wins, and we’re not alone.

Increased Success Rates: Companies using ABM have seen 60% higher success rates compared to those that don’t.
Customer Engagement: 72% of marketers have reported a substantial boost in customer engagement after implementing ABM strategies (learn.g2.com)

While sheer volume might seem like the path to success – more leads mean more opportunities, right? – and it’s certainly easier to show marketing energy in big numbers – this approach so often leads to wasted effort and low returns. Blindly trying to attract and chase every lead can quickly become overwhelming, disheartening and inefficient.

What if instead of focusing on the number of prospects, you shift your attention to the percentage of prospects you can successfully attract then nurture to conversion? Focus in on segments of your ‘marketable universe’ – those organisations you can and should sell to, you can identify their traits, meet their needs, they fit your commercial package – and while volume reduces, focus pays off, % plays out and goals are hit.

Here’s why:

Improved Efficiency: By targeting the right accounts with the right messaging, and nurturing their informational needs through the funnel from the ‘what is?’ through to ‘why us?’, you streamline your sales process and marketing communications. You’re not wasting time on outlying leads or pursuing deals with low probability of success. This allows you to dedicate more time and resources to the most promising opportunities.

Increased ROI: When you focus on quality over quantity, you’re more likely to close deals with higher profit margins. These deals are a better fit, often more strategic and long-term, leading to greater overall revenue and a stronger return on your sales and marketing investments.

Enhanced Brand Perception: Targeting specific, high-value accounts allows you to build stronger relationships and establish yourself as a trusted advisor – you’ve shown your understanding of their issues and needs and that will grow. A targeted approach demonstrates a deeper understanding of your ideal customer profile and positions your company as a thought leader in your industry.

Better Data-Driven Insights: By tracking the performance of your targeted campaigns, you gain valuable insights into what’s working and what’s not. This data allows you to refine your approach, continuously improve your sales and marketing strategy, and achieve even better results over time.

Account-Based Marketing (ABM) is a powerful approach that aligns perfectly with this focus on percentage wins. By identifying and prioritising a select group of target accounts, you can tailor your messaging and outreach to their specific needs and pain points. This personalised approach can zone  in by 1 to 1 or grouped as 1 to few, but the value lies in resonance – this increases engagement and significantly improves your chances of conversion.

Repeatability: a process with focus at its core, honed by both successes and learning from failures can be repeated across other market segments, tailored to hit home within each one.

Key Takeaways:

Quality over Quantity: Prioritise focus on market segments and sub-segments with high potential over simply chasing a large number of leads.

Strategic Targeting: Research your customer base and identify your ideal customer profile(s), focusing your efforts on the accounts that are most likely to convert.

Personalised Approach: Tailor your messaging, content and outreach channels to the specific needs and interests of each target account.

Leverage ABM: Combine sales and marketing knowledge to implement an Account-Based Marketing strategy; maximise your impact and achieve higher conversion rates.

By shifting your focus from volume to percentage wins, you can transform your sales & marketing efforts from a chaotic scramble to a strategic, data-driven approach that delivers consistent and sustainable results.

What can you do about it?

If you need some help aligning sales and marketing, fresh and experienced eyes can help.
Contact us