• Account Based Marketing

    Account Based Marketing

    New breakthroughs in marketing technology have made it possible for marketers to implement Account-based Marketing (ABM) at a fraction of the cost and on a greater scale than ever imagined.

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Account Based Marketing

Account-based marketing (ABM) is an incredibly powerful methodology that focuses on targeting specific contacts or segments within high-value organizational accounts. Amongst the data points used to target accounts are firmographics, purchasing behaviors, product or service need, and strategic value. ABM leverages everyday demand generation tactics with the goal of improving the number of new accounts and amplifying the revenue earned from existing accounts, instead of just generating more leads.

The first step in Account-based marketing is the improvement of the lead quality within very specific target accounts. Contacts within a targeted account are grouped together and collectively nurtured to move them out of the discovery and awareness phase to a proposal and eventually result in a sale. Alignment of the marketing and sales teams is also key to a successful ABM strategy. With proper alignment and fully integrated campaigns, both teams march toward the same goal and have a joint contact strategy with CTAs and messaging that is consistent. Technology plays a significant role in making the delivery of dynamic website content and CTAs to specific roles within the targeted account possible. Account based marketing technologies expand performance tracking beyond leads to include the entire buyer's journey including prospects and opportunities for both new and legacy accounts.

 Ignitium's team of experienced account based marketing professionals is ready to help you select the right strategy and tools to maximize your profit potential.


Top 6 Benefits for Account Based Marketing

ABM recognizes that targeting large organizations means communicating personally with each persona in a business or department, not as isolated individuals but as part of a collective whole. It takes the personalized, one-to-one communication model that buyers are accustomed to experiencing as consumers, and applies it to the B2B marketing landscape to create 6 major benefits:

Sales and marketing alignment

Sales and marketing alignment

ABM forces marketing and sales to work together. 70% of ABM users report that their marketing and sales departments are mostly or completely aligned.
Increased close rates

Increased close rates

One study reported close rates 285% higher for targeted enterprise accounts, and 165% higher for mid-market accounts.
Greater efficiency

Greater efficiency

ABM focuses 100% of time and funds on a smaller number of accounts that are most likely to close sales.
Bigger wins

Bigger wins

Contract value for targeted accounts is generally 40% higher for mid-market accounts, and 35% higher for enterprise accounts.
Better ROI

Better ROI

97% of marketers who have tried ABM report a higher ROI than other marketing activities.
Improved customer experience

Improved customer experience

84% of ABM marketers report improved customer relationships that led to retaining or expanding accounts. 65% say ABM provided significant benefits to attract new customers.


Popular Account based marketing Stats

  • When ABM has been in use for at least a year, 60% of users reported a revenue increase of at least 10% & 19% reported a revenue impact of 30% or greater (Demandbase in eWeek)
  • 80% of marketers measuring ROI say that ABM outperforms other marketing investments (ITSMA)
  • 84% of marketers said that ABM had significant benefits to retaining and expanding existing client relationships (Alterra Group)
  • B2B organizations with tightly aligned sales and marketing operations achieved 24% faster three-year revenue growth and 27% faster three-year profit growth (SiriusDecisions)
  • Individual customer stakeholders who perceived supplier content to be tailored to their specific needs were 40% more willing to buy from that supplier than stakeholders who didn’t (CEB)
  • The first 10 seconds of the page visit are critical for users’ decision to stay or leave (Microsoft Research)
  • More than 90% of marketers believe that ABM is essential to B2B marketing (SiriusDecisions)
  • More than 60% of companies plan to invest in ABM technology (SiriusDecisions in Direct Marketing News)
  • 92% of B2B marketers worldwide say that ABM is “extremely” or “very” important to their overall marketing efforts (SiriusDecisons)
  • 41% of B2B marketers worldwide said they would increase spending on ABM (ITSMA)
  • On average, 5.4 people now have to formally sign off on each purchase (CEB in HBR)
  • 74% of business buyers conduct more than half of their research online before making an offline purchase (Forrester)
  • Only 0.75 percent of leads generated become closed revenue (Forrester).
  • Generating high-quality leads is the number-one challenge for B2B marketers (IDG Enterprises).
  • More than 60 percent of B2B marketers surveyed said they plan to implement an ABM program within the next year (Terminus).
  • On average, the number of people involved in a large technology purchase has increased from five to seven (IDC).


    Account-Based Marketing's Recipe for Success

    Pinpoint Your High-Value Accounts

    Pinpoint Your High-Value Accounts

    We leverage firmographic data from multiple data points to identify and organize high-value accounts according to priority. Some of the strategic factors we consider during this process are the revenue and profit margin potentials as well as market influence and probability of repeat purchases.

    Map Accounts & Identify Key Organizational Roles

    Map Accounts & Identify Key Organizational Roles

    After narrowing down the list of high-value accounts, our team sizes up how the accounts are structured to understand who makes and influences decisions and the process they follow for making them.

    Develop Compelling Content & Personalize the Message

    Develop Compelling Content & Personalize the Message

    Our Account-based marketing strategy leverages highly relevant content addressing the specific pain points a high-value account is facing. Using custom tailored messaging and personalizing the content makes it possible to address your individual account's business challenges in a way that makes your solutions overwhelmingly compelling.

    Leverage the Right Channels

    Leverage the Right Channels

    Your audience spends time hanging out in a variety of places, including email, the Internet, and mobile devices. To effectively target strategic accounts, we present your messaging on the channels your contacts use. Different roles and different industries may communicate on different channels, so it is important to take all the variables into consideration, including opt-in rules and other regional restrictions.

    Execute Targeted & Coordinated Campaigns

    Execute Targeted & Coordinated Campaigns

    Once the target accounts and contact have been identified, sales and marketing works together to deliver personalized and compelling content on the channels where your target contacts are spending their time. Providing information on how your product or service may address their specific business challenge is key to executing a successful account-based marketing strategy.

    Measure, Learn and Optimize

    Measure, Learn and Optimize

    After your account-based marketing strategy is underway, there is still much to be done in the way of managing, monitoring, and maximizing the effectiveness of your campaigns. Our team goes the extra mile to test and optimize the efficiency of your targeting, messaging, and channel implementation and this can bridge the gap between mediocrity and excellence. Don't settle for second best!


    Connect with an ABM Specialist Today for a Free Consultation


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