10 Account-Based Marketing Best Practices for the Marketing Industry

by Danni White - May 20, 2019
Danni White

Danni White | Danni White is the Director of Content Development at Bython Media, the parent company of TechFunnel.com, OnlineWhitepapers.com, BusinessWorldIT.com, List.Events, and TheDailyPlanIOT.com.

Account-Based Marketing Best Practices

Business marketers often try to reach as wide an audience as possible with their marketing campaigns. With account-based marketing, often abbreviated as ABM and known as key account marketing, business marketers tend to focus their resources on a much narrow audience and implement personalized campaigns designed specifically to engage each individual prospect or account.

Put simply, account-based marketing is a smarter and more focused approach in business to business marketing. It aims for quality over quantity. It combines a range of activities from sales, advertising, email, and content to identify needs and employ the most efficient solutions to increase value and boost engagement among prospects. Account-based marketing doesn’t speak in vague generalities. It calls a prospect by name, addresses their specific concerns and then provides specific solutions.

According to Marketo, the top 5 benefits of account-based marketing for business are:

  1. It has a clear ROI
  2. It’s personal and optimized
  3. Sales alignment is easier
  4. Resource waste is reduced
  5. Tracking goals and measurement is clear

Additionally, research from the Altera Group shows that account-based marketing has a much higher return on investment than other marketing initiatives. Sam Balter, a senior marketing manager at HubSpot, says part of the goal of account-based marketing “is to address the needs of an organization by connecting with all of the stakeholders within it. That’s one reason why it works so well in B2B – oftentimes you have to work with five or more stakeholders in a given sale.”

Since account-based marketing yields such significant results, consider ten best practices to use within the marketing industry.

Danni White

Danni White | Danni White is the Director of Content Development at Bython Media, the parent company of TechFunnel.com, OnlineWhitepapers.com, BusinessWorldIT.co...

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