Brand Wings - Blog #Email Marketing

6 Steps to Set Up and Run an Account Based Selling Program

Thu, 09 Jun 2022 13:42:11 +0000

Account Based Selling (ABS) is a program that focuses in on a target account’s unique challenges with messages and content that are customized and personalized. Essentially the program orchestrates the flow of phone calls, emails, and meetings to deliver timely and relevant content to drive the engagement needed to influence all the stakeholders within a target account.  

The engagement happens because your content and interactions are tailored in a way that shows target accounts how your specific product or service solves their unique challenges and helps them achieve their objectives. With Account Based Selling you present insights and information in a way that makes it the most relevant and the best option for your target accounts.

Keep in mind that Account Based Selling is a team effort. Team selling is a sales strategy commonly used in account-based selling to close more deals. Simply put, team selling is a collaborative sales approach where two or more team members work together to win business. That’s why it’s important to ensure the appropriate sales support team members are involved in account planning. That’s why it’s important to ensure the appropriate sales support team members are involved in account planning.

Equally important is the creation and sharing of personalized content to reinforce how your solution can solve a problem or achieve a desired result. Creating the content is an essential step, but not the first step. Here are some steps to consider when developing an Account Based Sales Plan.

1. Identify the accounts you want as clients

Identify and list the specific accounts you want to target. Include current accounts with cross sell or up sell opportunities as well as known prospects that fit your ideal customer profile (ICP). Note: Prospecting to add new accounts is essential to be sure your pipeline remains healthy.

2. Get to know them
Before you can target these accounts with any messaging, you'll need to know who within these accounts are decision makers, influencers, and users or operators.  Research these accounts and consider developing a stakeholder map of roles and reporting relationships.

3. Identify insights, implications and ideas
Before you can target these accounts with any messaging, you need to know what information or content would speak to them and resonate with them.  Start with listing insights around industry trends, new technologies, or new regulations. Identify the implications of these insights and offer some ideas on how to address these challenges.

4. Start brainstorming and creating content for the target accounts
Develop content to create conversations and engagement.  Make sure the content provides insight, perspective, and is relevant and worthwhile for them.  The sales team would work with the marketing team to create the content. The content would be available in a content management system (CMS) or sales enablement platform. Ideally the sales team would be able to customize and personalize the content when needed.

5. Distribute content
Be proactive and do everything you can to get your content directly in front of the people at the accounts you are targeting.  Make your message stand out.  In addition to sharing content through email, call attention to content on industry sites and in social media.  Drip feed information over a period of time and use the information you send to start conversations.  

6. Measure, measure, measure
Measure your efforts. Set tangible goals around your tactics, and measure how close you are to achieving them. Start with analytics in your sales enablement platform. Follow prospects on social media and use other channels of communication.

Implementing an Account Based Sales plan may the right approach to advance sales cycles, reduce sales cycle time and ultimately result in higher win rates.

Allow Sellers to Personalize Brand Approved Email Campaigns

Wed, 26 Jan 2022 13:42:02 +0000

Message Campaigns are a great way to provide your direct and channel partner sales teams with brand approved email campaigns that they can easily send to an audience of many or to a single contact. You can learn more about them here and here. With our latest release, you can now optionally allow these sellers to include a personalized note in the email campaign. This note will be formatted and placed in the email campaign in accordance with your branding guidelines. In this article, we'll take a look at how to easily set this up.

To begin, either create a new message campaign template or edit an existing one from the Brand Wings admin.

In the text block where you want the note to be inserted, click the Merge Tags dropdown and insert the {{Message}} tag. The note that the sales person enters will be inserted at this location, using the font styling settings you have selected.

Now, the portal, if the {{Message}} tag exists in the template, the sales person will be prompted to create a brief note:

Brand Wings Strengthens Its Sales Enablement Platform with Email Campaign Builder

Tue, 04 Jan 2022 14:09:16 +0000

The Feature provides greater flexibility and brand compliance in email marketing

West Chicago, IL — January 3rd, 2022 —Brand Wings today announced the launch of Email Campaign Builder, a powerful new feature included in the Brand Wings sales enablement platform. Email Campaign Builder makes it easy for sales representatives to send highly personalized brand-compliant emails to their contacts in any volume and receive analytics on the campaign’s effectiveness.

“While there are many email marketing software platforms in the market, one feature that most lack is brand control,” said Jason Kammes, Chief Revenue Officer of Brand Wings. “Those other programs allow users to upload nearly any logo, image, or digital asset into the email template, regardless of whether those assets are brand compliant. Brand Wings, with its Email Campaign Builder feature, solves those problems for brands.”

Previously, sales and marketing teams often became frustrated in managing email campaigns that require both content customization and brand compliance. “Effectively, there was a trade-off between user flexibility and brand control,” Kammes added. “Brand Wings changes that by allowing only brand compliant assets to be used in email campaigns while also allowing content customization.”

How Email Campaign Builder works

Using the intuitive Brand Wings portal, the brand’s portal administrator can design and edit an email campaign by simply building a template that automatically loads the brand’s correct logo and other digital assets. The administrator can then customize the email content and maintain multiple versions of the campaign.

Sales teams can access the template and send their email campaigns to their contacts. The template contains merge tags that automatically personalize the content using brand guidelines.

Plus, both the brand manager and the sales teams can view real-time analytics about the effectiveness of the email campaign. The Brand Wings activity stream shows when the sales rep sent out a particular email campaign and other details such as clicks, downloads, bounces, or unsubscribe actions.

In addition to the feature of Email Campaign Builder, the Brand Wings sales enablement platform offers sales teams many other benefits, including:

Brand asset management in one central location for all brand marketing content such as presentations, case studies, documents, images, and videos. Sales teams can easily locate, download, or distribute the assets they need, when they need them.
One-to-one asset personalization allows brands to define templates (PDF, PowerPoint, or Word) that can be customized or co-branded according to the business rules defined. Sales teams are empowered to easily create on-brand, personalized content for their customers and leads.
Brand Wings Analytics provides real-time business intelligence into sales operations and marketing effectiveness. Easy-to-understand dashboards provide dynamic targets and KPI’s.

Email Campaign Builder feature is now generally available to all current and prospective Brand Wings portal customers.

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About Brand Wings: West Chicago, Illinois-based Brand Wings is a SaaS-based marketing automation platform provider with a goal to simplify brand marketing and enable sales teams. Its vision is to enable brands and their channel partners to achieve limitless success through greater communication, information, and knowledge. By deploying Brand Wings through their channel partners, brands can grow their channel efficiency, knowledge, and mindshare, while improving their brand consistency. For more information about Brand Wings or to schedule a demo, visit www.brandwings.com.

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