Benefits of Account-Based Marketing
Going from targeting individuals to targeting accounts will most likely feel like a shift. But the benefits outweigh the challenges. And if you do it well, it pays dividends.
ABM encourages more collaboration between marketing and sales
Marketing and sales are often siloed departments, but ABM is a team sport. Marketers and salespeople need to share knowledge and work together for optimum results. Both departments keep the other accountable while bringing their unique expertise to the table by working in unison. This also ensures both time and money are spent more wisely and reduces time spent nurturing junk leads early on.
ABM allows you to stand out from the crowd and get personal
Account-based marketing is all about personalisation and a deep understanding of your customers. By tailoring content and activities to specific pain points while weaving in your product or service offering, you stand out from the crowd by not being generic. This dialogue and hyper-personalised content around your specific offering also inherently excludes your competitors.
Track success easier with ABM
ABM is a focused strategy, meaning you’ll have fewer metrics and KPIs to track. And the detailed strategy you came up with makes it easier to monitor your progress. Making goal-setting and analysing a breeze because you are looking at a much smaller data set across fewer touchpoints.
ABM boosts your Return on Investment (ROI)
You want to be able to deliver real value from your efforts. ABM’s targeted, precise, personalised and measurable approach means that it delivers a higher ROI than any other type of marketing activity while limiting the amount of waste and risk.