1. Lead Generation for Key Accounts
1 = Gulf
Void
2 = Gap
Partial
3 = Aligned
In Place
Top 10 Best Practices for Key Accounts
Assessment
Key Accounts are identified and not off limits to the LeadGen team
Gap
Invite new contacts deep & wide across the account and map to CRM contacts
Gulf
Lead Management Process documents steps for Key Accounts
In Place
Custom Key Account marketing campaigns are developed
Dedicated marketing resources are assigned to support campaigns
1:1 Nurturing is performed across Key Account contacts
Automated Nurturing is performed deep to influencers and implementers
Offer content built specifically by buying stage
Customize content to account preference and knowledge of their needs
Leverage marketing automation for insights into contact activity