The allure of Account Based Marketing (ABM) should be easy for anyone to understand. Conventional marketing techniques often operate based on a take-what-you-can-get approach, where content is created to appeal to a large audience and then dispersed far and wide with the hopes of reaching the most viable buyers possible. While this is an excellent way to increase brand presence and move large quantities of products, it doesn’t offer a great deal of control over who gets exposed to the content that you’ve made. If you’re looking for specificity when it comes to your marketing strategy targets, inbound marketing only has the capacity to work retroactively. It can be easy to drive traffic towards your website and then check whether your most desired client-type is present within that large audience, but this approach offers little indication as to when your most desirable type of client is going to land on one of your pages.
How ABM is Different
Account Based Marketing, despite being the newer marketing strategy, functions on a much more intuitive level of thinking in comparison. With ABM, the equation starts with whichever clients you’re most interested in selling to. This makes ABM a great option for companies who are interested in increasing their revenue-per-client. Rather than offering a high volume of service to a large number of clients, Account Based Marketing allows you to specifically pursue clients that yield an excellent ROI for the resources your company expends on them. This way, your business can yield a higher percentage of profits from a handful of deals with midsize and enterprise-level clients, rather than relying on hundreds of small transactions.
ABM generates sales qualified leads by targeting a specific account or buying committee across multiple channels with content that’s custom-tailored to their position in the sales funnel. One change that results from this strategy is that now, you don’t have to wonder whether any of your ad respondents will have the authority to do business with you, because you’ve only targeted qualified job titles. This is Account Based Marketing: conventional marketing inverted to prioritize annual revenue and client viability.
Maximizing ABM Effectiveness
The purpose of this content isn’t to allege that ABM is superior to conventional inbound marketing techniques. On the contrary, ABM works best when paired with strategies like SEO, Lead Generation, and inbound marketing techniques. The reason for that is, most ABM campaigns are destined to interact with SEO at some point. 71% of B2B decision makers start their journey with a generalized web search, and if standard inbound marketing assets are not in place, it’s possible that your ABM targets will stall out at the top of your sales funnel. It’s also possible to lose that client altogether, if you’re being beaten out by companies that perform better on search engine results pages (SERP). Lead Generation synergizes with ABM by giving your team a continual indicator of which targets find your pre-existing content most appealing, which can be cross-referenced against the content you create on future ABM campaigns. Choosing an ABM company that can leverage their experience in SEO and Lead Gen ensures that your most desirable targets move effectively through the sales funnel.
There are plenty of reasons that 73% of marketers plan to increase ABM budgets in 2020, and effectiveness is one of them. Industry leaders plan to dedicate 53% of their budget to ABM three years from now, versus the current 37%, because ABM has consistently offered a highly competitive ROI. According to a 2014 ITSMA Account-Based Marketing Survey, ABM yielded a better ROI than any other marketing strategy.
Three Ways ABM Can Help Your Business
1) ABM Promotes Team Synergy
An ABM marketing model promotes synergy between marketing and sales divisions. Marketers work closely with sales professionals to target accounts, create a schedule of content to deploy to that account, and align on what sales initiatives should be. Having teams collaborating frequently will result in personalized content that will feel cohesive from the client’s point of view.
2) Scalable Technology Ensures You Can Target the Clients You Want
Account Based Marketing specialists are capable of cultivating sophisticated data stacks that allow for one specialist to target and supply content to a large number of clients.
3) Your Analytics Will Be Crystal Clear
With ABM, your data sheets will include a smaller set of accounts, with more precise data than what you’d find in conventional marketing analytics tools. If a target has started to flounder in your funnel, you can cross reference that performance with the personalized content they’ve received and update your outgoing content accordingly.
ABM is a powerful tool that’s largely stable over time, being less strongly influenced by things like unexpected search algorithm changes. That being said, there’s a lot to learn when it comes to becoming an ABM specialist. Visit our website if you want to get in contact with Lead Gen and ABM specialists who can help your team achieve their goals and increase your revenue.