To get more revenue from an account, to get more money to flow, you need to break through an account’s internal barriers to upselling and cross-selling. You need to target buying groups, using intent data and smart tactics together, to ‘fracture’ one blockage — and then use your progress to penetrate further. As ABM programs evolve, many organizations have yet to realize the full potential of ABM. This is where understanding fracking — combining better insight with better action — can deliver a world of difference.
Although fracking is considered controversial in the oil business, when translated to B2B selling, it’s a helpful metaphor for thinking about how to identify and exploit untapped potential within key accounts. In this e-book you’ll learn:
- How to ‘frack’ buying teams to unlock hidden opportunities for growth.
- How to use intent data to understand real buyers and when to engage.
- How to leverage insights and relationships with middle managers into more up-sell and cross-sell revenue from a set of target accounts.
