Account Based Marketing, what is it?
Posted: Wed Jan 22, 2025 4:59 am
Much of the “blame” lies in the alignment between the marketing and sales departments and as you will see, it is very useful, if you know where to start!
What is Account Based Marketing (ABM)?
Account-based marketing (ABM) is a highly focused marketing strategy in which the marketing team treats an individual prospect or customer as if they were their own market. The marketing team can create content, events, and entire campaigns dedicated to the people associated with this account rather than the industry as a whole.
In the above context, Account Based Marketing really is what it sounds like: marketing based on a specific customer, existing or prospective. It is a “market of one.” This practice is typically done by enterprise-level sales organizations and is most beneficial for B2B efforts.
Why is ABM so critical to B2B? Well, ABM is particularly useful for organizations crypto email database listwith multiple buyers or stakeholders. Part of its goal is to address the needs of an organization by connecting with all the stakeholders within it. That’s one of the reasons it works so well in B2B.
Benefits of Account Based Marketing
ABM should not replace industry-wide marketing strategies. You should use ABM as a complement to your digital strategy.
Account Based Marketing is particularly useful when trying to reach multiple buyers within the same company, or perhaps your larger accounts, as you are more likely to present more leads.
When this is your goal, ABM has several benefits:
1. It is personalized for your audience
ABM is targeted at decision makers, all within the same organization. So, make sure your marketing campaigns are designed to impact these specific people.
Marketing campaigns that target a broad audience can be tricky as each reader, viewer or user may feel like their individual needs are not being met. That’s why ABM is perfect – because the larger your audience, the more types of people you’re trying to help.
2. It's easier to see the potential ROI
One of the biggest challenges marketing departments face is attribution – being able to associate certain marketing campaigns with new revenue. But when you’re marketing to your current customers, to a business you already have a relationship with, it’s much easier to attribute your marketing campaigns to the revenue they generated.
In ABM, you know exactly where you are investing your money and the revenue you can expect at the end of the campaign. This gives the company more confidence in their marketing efforts and can ultimately encourage them to provide more resources to do what you do best.
3. You spend less time on marketing campaigns that don't generate new business
Account Based Marketing not only ensures that all your marketing efforts have an ROI, it also ensures that too much time or resources are not spent on projects without clear business value.
By allocating part of your marketing budget to ABM, you make your entire department more stable in case you have a slow quarter or a seasonal decline in engagement from your broader audience.
4. Shorten the sales cycle
Account Based Marketing generates more qualified leads because the business is more likely to have people who want to hear from you. This allows sales staff to reduce the time they spend nurturing leads that won’t convert into customers, and spend more time on those that will, shortening the time between first contact with the user and a closed sale.
5. Strengthen relationships with your existing customers
ABM may not expand your business with a particular customer, but it does strengthen your relationships with the ones you already have. By connecting with more people across your company and offering content focused on their needs, you can increase the chances that the customer will buy from you again.
What is Account Based Marketing (ABM)?
Account-based marketing (ABM) is a highly focused marketing strategy in which the marketing team treats an individual prospect or customer as if they were their own market. The marketing team can create content, events, and entire campaigns dedicated to the people associated with this account rather than the industry as a whole.
In the above context, Account Based Marketing really is what it sounds like: marketing based on a specific customer, existing or prospective. It is a “market of one.” This practice is typically done by enterprise-level sales organizations and is most beneficial for B2B efforts.
Why is ABM so critical to B2B? Well, ABM is particularly useful for organizations crypto email database listwith multiple buyers or stakeholders. Part of its goal is to address the needs of an organization by connecting with all the stakeholders within it. That’s one of the reasons it works so well in B2B.
Benefits of Account Based Marketing
ABM should not replace industry-wide marketing strategies. You should use ABM as a complement to your digital strategy.
Account Based Marketing is particularly useful when trying to reach multiple buyers within the same company, or perhaps your larger accounts, as you are more likely to present more leads.
When this is your goal, ABM has several benefits:
1. It is personalized for your audience
ABM is targeted at decision makers, all within the same organization. So, make sure your marketing campaigns are designed to impact these specific people.
Marketing campaigns that target a broad audience can be tricky as each reader, viewer or user may feel like their individual needs are not being met. That’s why ABM is perfect – because the larger your audience, the more types of people you’re trying to help.
2. It's easier to see the potential ROI
One of the biggest challenges marketing departments face is attribution – being able to associate certain marketing campaigns with new revenue. But when you’re marketing to your current customers, to a business you already have a relationship with, it’s much easier to attribute your marketing campaigns to the revenue they generated.
In ABM, you know exactly where you are investing your money and the revenue you can expect at the end of the campaign. This gives the company more confidence in their marketing efforts and can ultimately encourage them to provide more resources to do what you do best.
3. You spend less time on marketing campaigns that don't generate new business
Account Based Marketing not only ensures that all your marketing efforts have an ROI, it also ensures that too much time or resources are not spent on projects without clear business value.
By allocating part of your marketing budget to ABM, you make your entire department more stable in case you have a slow quarter or a seasonal decline in engagement from your broader audience.
4. Shorten the sales cycle
Account Based Marketing generates more qualified leads because the business is more likely to have people who want to hear from you. This allows sales staff to reduce the time they spend nurturing leads that won’t convert into customers, and spend more time on those that will, shortening the time between first contact with the user and a closed sale.
5. Strengthen relationships with your existing customers
ABM may not expand your business with a particular customer, but it does strengthen your relationships with the ones you already have. By connecting with more people across your company and offering content focused on their needs, you can increase the chances that the customer will buy from you again.