Account Based Marketing or ABM is the latest buzz word in the world of B2B marketing. Sometimes also called key account marketing, Account Based Marketing works as a highly effective strategic approach which helps to cater to specific goals for every target account. With the help of B2B Account Based Marketing, it is possible for organizations to communicate selectively with individual accounts or targets as single and definite entities. In other words, it is a one-to-one approach with an aim to streamline the marketing efforts. For most instances, ABM methods are used in different types of enterprise-level brands having more than a thousand employees.
Importance of B2B Account Based Marketing (ABM)
The main reasons for which B2B companies make use of Account Based Marketing are stated below.
- It helps them to engage in the company’s sales process earlier so that they can take advantage of higher value opportunities
- Effectively combine various strategic marketing initiatives and actions with account and sales management strategies
- Optimize ROI and overall value from the marketing campaigns
While Account Based Marketing has been in use for quite some time now, in the recent years it has gained added importance. Even a few years ago, most of the marketing efforts were very much generalized. However, with the rise in business competition there is now an increased practice of inbound marketing that makes use of customized and relevant content to lure in new buyers. Every customer is different and this means that they respond differently to the various types of content that they see. It also depends on their overall decision making process as to whether they are more likely to make a specific purchase or not. ABM targets a single company and its decision-makers to implement highly effective marketing methods.
Benefits of B2B Account Based Marketing (ABM)
It is therefore needless to say that Account Based Marketing offers a host of important advantages over the traditional forms of B2B marketing. Let’s have a look at some of them.
Highly Customized Communications
One of the most distinct benefits of using Account Based Marketing is of course its ability to implement customized communications. This naturally helps in to draw and engage prospective customers in a better way. Account-Based Marketing helps connect with customers personally and brings great value, encouraging purchasing decisions. Fine-tuning content to appeal to prospects requires careful research. This research and effective presentation of content is the hallmark of Account Based Marketing.
Better Implementation of Available Marketing Resources
With the help of Account Based Marketing, it is possible to streamline all marketing efforts so that the best results can be achieved. By focusing the marketing efforts on a specific account, it helps a company to avoid spreading too thin. It helps marketing and sales teams collaborate and brainstorm to effectively reach their target audience and secure sales. This can actually help the company to boost its ROI over time.
By
