What are benefits of Account Based Marketing ?

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Companies that are seeking to acquire specific and high-value customers have found an ABM strategy to be the most effective instead of taking a broader approach to their sales and marketing initiatives.

Account based marketing is a strategy and not a technology. There are typically four goals for adopting an account based marketing approach:

  • Improvement in sales collaboration 
  • Cross-sell/up-sell the existing buyer accounts
  • Acquire new logos
  • To break into a new market/vertical 

Benefits of Account Based Marketing 

  • High return on investment – Effective ABM deployment can achieve higher business ROI. The 2014 ITSMA Account Based Marketing Survey stated that “ABM delivers the highest return on investment of any B2B marketing strategy or tactic.”
  • Reduced resource waste – The focused nature of ABM strategy allows marketers to focus their resources efficiently and only run those marketing programs that are highly optimized for the target accounts.
  • Personalized and optimized – The ABM tactic calls for personalizing your communication and messaging to specific accounts so your campaigns resonate with these target audiences. Customers are much likely to engage with content that is addressed directly to them and is relevant to their business and stage in the buyer journey.
  • Clear on tracking goals and measurement – It is easier to draw a clearer conclusion based on the effectiveness of campaigns whether email, ads, web, or events, for a smaller set of target accounts instead of a vast set of metrics.
  • Sales and marketing alignment – Account based marketing is one of the most effective ways of aligning sales and marketing. This is mainly because a marketer, when running an ABM program, operates with a mindset very close to sales – thinking in terms of accounts and how to best target them.
  • Read more: https://deck7.com/blog/your-latest-account-based-marketing-guide-to-b2b-success?utm_source=Niranjan

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