"Flip your funnel."
"Fish with spears instead of nets."
"Bring your marketing and sales teams into total alignment."
There are many descriptors attached to the account-based movement that is swirling through the marketing and sales space. Never heard of it? Here's a quick recap: Whereas traditional demand generation requires teams to do broad-reaching campaigns, account-based sales and marketing strategies require more targeted approaches. Marketing and sales teams use their limited resources to engage the biggest accounts that are most likely to buy their products or services.
Doing so requires extensive research, and social networks are gold mines for gathering insights about accounts. Let's take a closer look at why that is.