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
Increased close rates
Improved customer experience
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
Map Accounts & Identify Key Organizational Roles
Develop Compelling Content & Personalize the Message
Leverage the Right Channels
Execute Targeted & Coordinated Campaigns
Measure, Learn and Optimize
Connect with an ABM Specialist Today for a Free Consultation