The Shift to Account Based Marketing (ABM) in B2B

Understanding Account-Based Marketing (ABM)

Account-Based Marketing (ABM) is a strategy that is used by businesses to focus their marketing efforts on specific target accounts instead of a broad approach. It involves a close collaboration between marketing, sales and customer success teams to keep and maintain customer relationships.

Account-Based Marketing (ABM) explained

The most important part of ABM is that you need to personalize and nurture customer relationships over a long period of time. With ABM your focus is to personalize and tailor your marketing based on your ideal customer accounts within your targeted industry. Instead of treating every customer the same way, the goal here is to target the ideal decision makers within the chosen companies that you and your team are trying to convert to clients.

The secondary goal is also to maintain current customers while increasing the number of new ones.

How Does Account-Based Marketing (ABM) Work?

The main stages to implementing ABM strategy:

1. Sales and Marketing alignment: A seamless collaboration between sales and marketing teams is needed. This involves harmonizing their objectives, defining ICPs, and using strategies for targeting those accounts.

2. Account selection: Marketing and sales teams must define their ideal accounts to target based on metrics like size, industry, and growth potential by using data analysis to identify your ideal customers.

3. Data insights: Understanding buyer intent is very important to know who your ideal customer is. By analyzing data from various sources like CRM systems and intent signals. Your company can produce a target account list and personalize every sales approach to that specific customer.

4. Content creation: With ABM the content needs to be highly personalized and have a specific messaging for each targeted account to be effective. It's also important that the content is delivered at the right time in the customer journey to maximize its effectiveness.

Advantages of Account-Based Marketing (ABM)

ABM offers several benefits:

Account-Based Marketing (ABM) offers many benefits for marketing teams, sales teams, and Sales Development Representatives (SDRs), that helps driving revenue growth and efficiency.

Here is some statistics how:

Revenue Growth: ABM has a proven track record of boosting revenue, with 60% of companies reporting at least a 10% increase in revenue within the first year of implementation. Some companies have seen marketing revenue increase by as much as 208%.

Increased Contract Value: The average annual contract value sees an increase of 170% through ABM, making it a highly profitable strategy.

Higher Win Rates: ABM's targeted approach leads to better outcomes, with 86% of marketers reporting increased win rates compared to other marketing strategies.

Efficiency in Sales: ABM significantly reduces the time sales teams spend on unproductive leads by 10-50%, allowing them to focus on high-potential prospects instead.

Alignment of Sales and Marketing: ABM ensures that sales and marketing teams work towards the same goals, enhancing effectiveness. This strategic alignment leads to higher ROI and more savings.

To sum up, by implementing an ABM strategy SDRs, marketing and sales teams can achieve greater efficiency when it comes to securing new clients. This approach boosts efficiency and revenue growth while optimizing resource allocation, resulting in increased business growth.

Sources of our data:

• https://www.warc.com/newsandopinion/opinion/why-b2b-marketers-are-moving-to-abm/5600

• https://www.webfx.com/blog/ppc/account-based-marketing-statistics/