As the growing number of B2B marketers are embracing account-based marketing (ABM) as part of their overall marketing efforts. ABM perfectly complements the traditional, short-term marketing goal of generating leads with efforts aimed at driving long-term revenue growth.
What Is Account-Based Marketing?
In its simplest form, ABM is the strategy that directs marketing resources to engage a specific set of target accounts. and ABM doesn’t just call for alignment between sales and marketing teams – it forces teams to align because personalization at the account level requires sales and marketing to be in sync with on account-specific messaging. and motivation? Higher revenues in a shorter time frame.
Instead of casting a wide net with their lead-generation and some extra efforts are done, marketers using the ABM work closely with sales to identify key prospects and then tailor customized programs and clear define messages to the buying team within target accounts.
Why we Should Adopt It, And How?
Some say ABM is most effective and beneficial for B2B companies that sell to a few large key accounts or accounts of a certain size in a specific industry. Others argue that ABM can work for B2B organizations of any size, as long as the focus is on high-value accounts.
At a more granular level, Account-based marketing is a win-win-win for sales, marketing, and for all customers.
ABM perfectly complements the account-based approach and sales teams have embraced for the years. With the dedicated and well involvement of marketing, sales teams can better personalize their outreach. Nurturing targeted members of the buying committee with appropriate marketing messages tends to speed up the sales process, allowing sales to achieve better close rates while closing bigger deals faster.
Marketing benefits because sales see the marketing team as a trusted ally on a strategic mission. Rather than deliver leads that languish, marketing works in tandem with sales on a defined list that both teams agree to make the most promising targets. 84 percent of business owners who using ABM say it delivers higher ROI than other marketing campaigns.
A valuable by-product is that ABM enriches the marketing team with a much more deeper understanding of the company’s overall target audience. Marketing can apply their insight into what content and messages resonate to amp up the results of their other efforts.
Customers also benefit from ABM in the form of a better experience that will directly impact the customer. Buyers prefer personalized interactions and engagement, and ABM delivers just that. Serving targeted content and messages that resonate takes up-front work, and customers will recognize and appreciate this – and the fact that you don’t waste their time with ones that are off the mark.
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