Account-Based Marketing, ABM, is the best way to align your sales organization with your marketing operations to drive more holistic account interactions that will yield higher returns and has been named the next generation of B2B marketing automation.
Demandbase accurately describes ABM by stating, “ABM is the process of identifying the companies most likely to buy, and then marketing to them. B2B companies understandably want to focus their marketing dollars on accounts with the highest potential to deliver sustainable revenue.”
One of the significant benefits of ABM is that it creates better relationships and higher ROI. It has been proven that marketers that adopt ABM strategies are more successful and competitive than their peers who only market to individuals. It is also estimated that 85% of marketers agree that ABM provides significant benefits for retaining and expanding existing client relationships, while 97% agree that it delivers a higher ROI than other marketing methods. ABM makes it easy for marketers to treat prospect accounts as one single target. Also, marketing data guides sales strategies, improves prospecting, and increases conversions with more accurate targeting and segmentation, all with the help of ABM.
Another significant benefit of ABM is that it helps data inform the experience. Different stages of the buying cycle give each prospect a different need as they interact with marketers. ABM embraces an end-to-end view across this buying journey and all channels. With the data and analytics collected throughout this journey, marketers can better understand the individual and the entire account allowing them to create a more personalized customer journey for the buyer. ABM offers insights marketers can provide to the sales team, building a foundation of data collection and analysis to identify expansion opportunities from an existing customer base.
The third significant benefit ABM offers is the individual and account insights. It is important to understand each and their drivers within an account. It can be difficult, though, to put all the account connections into one view to identify new business opportunities and be able to accelerate them within the sales process. Technology can help with this, though, to allow marketers to map and understand relationships based on priorities. This enables these marketers to target individual and account interactions with the best content at the best time on the best device. ABM provides data that identifies the accounts most likely to buy, while at the same time, allowing marketers to personalize their approach to each prospect.
Does account-based marketing sound interesting to you? Click on the link below to watch a quick video and to download the whitepaper 3 Benefits of Account-Based Marketing.