What is Account Based Marketing ?

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Not just a buzzword but a game-changer for top marketers since the mid-2000s, ABM has become a staple in today’s marketing endeavors to drive demand and increase ROI.  According to Rollworks, “B2B organizations such as Bottomline Technologies, People.ai and OneNeck IT Solutions are relying on a blend of traditional demand generation tactics with ABM strategies to cater to their audiences and appease senior leadership.”

ABM has picked up more steam in recent times as vendors, bloggers, and market research firms all fuel a resurgence in account based marketing’s popularity. In 2017, only 29% of marketers had found ABM to be effective, whereas by 2019 the success of ABM shot up to a whopping 97% compared to other marketing tactics. 

ABM’s success strongly lies within the enablement of marketing and sales to close their deals in a targeted and coordinated fashion. Plus, personalizing your brand messages at scale never looked this good!

In this article, we’ll breakdown how you can adopt a winning ABM strategy for your business – with the help of the right tools, team alignment, and process. Let’s go!

What is Account Based Marketing?

Account based marketing or ABM is a strategic and targeted marketing strategy, where key business accounts are marketed to directly. It’s a focused approach to B2B marketing where marketing and sales teams come together to target the best-fit or high-quality accounts and turn them into customers. Top B2B leaders say it’s no longer an option for marketers and sales to work separately. According to Alterra Group, marketers achieved a higher ROI of 97% by incorporating ABM initiatives into their marketing initiatives.  

Account Based Marketing Vs. Traditional Marketing

Instead of casting a wide net for leads with large-scale marketing campaigns, ABM focuses on high-value accounts to nurture, convert, and retain them over time.

 

As opposed to traditional marketing tactics, in ABM sales and marketing work hand in hand to create a hyper-personalized experience for each target account. Account based marketing is more suitable for pursuing large companies that have longer sales cycles and complex sales needs. Traditional B2B sales on the other hand, is more appropriate for small and medium businesses that tend to be cheaper to acquire and quicker to purchase. 

Read more: https://deck7.com/blog/your-latest-account-based-marketing-guide-to-b2b-success?utm_source=Niranjan



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