Account Based Marketing – Secret Sauce Recipe for Success

by | Mar 14, 2017 | Marketing

As a marketing manager, it is my prerogative to devise innovative strategies which will generate substantial buzz for the organization and leading to an elevated client base. Conventionally, enterprises try to make universally appealing campaigns but more often than not, this policy yields staggeringly low ROI.

This is exactly what makes Account Based Marketing (ABM) shine through the rest of the marketing strategies. ABM is an alternative B2B strategy that identifies major prospective clients and then curates customized programs and messages that resonate with these targeted accounts. ABM techniques are not only practical but they also deliver messages with exceeding accuracy and precision.

Now, let me take you through 5 reasons which will reiterate that ABM is the secret sauce for success and why you need to incorporate it in your marketing strategy.

Increased Revenue

According to the 2014 ITSMA Account-Based Marketing Survey, ABM delivers the highest ROI of any B2B marketing strategy or tactic. And according to Alterra Group, 65% of B2B marketers agreed that ABM provided significant benefits for attracting new clients. So, it’s not a surprise that it’s the sniper’s way of marketing.

Excellent Customer Experience

The most rewarding aspect of ABM is fabricating campaigns and communications around specific requirements of targeted prospects. This helps create a personalized and customized experience thereby increasing the chances of having clients more inclined and engaged with the brand.

Effective Resource Utilization

By scaling ABM strategies, you can do more with less! With a right strategy, your accounts become revolving doors for which you can allocate specific resources to run optimized marketing campaigns for the specific accounts.  So, you no more have to fire and hire talent based on how their account is doing.

Shorten Sales Cycle

Instead of running random sale campaigns which doesn’t necessarily reach the target audience, ABM strategies help you focus on a limited number of accounts helping you eliminate the unqualified leads right away. This results in an effectively streamlined sales cycle since you focus your time and resources on accounts that are more likely to convert into customers.

Effective tracking and Optimization of Results

Creation of thoroughly organized and targeted campaigns for a limited number of prospects makes it easier to examine and analyze client data as well. In a relatively small database it is simpler to correctly measure the results of marketing strategies rather than basing calculations on approximations.

Companies could be running their operations much more effectively than they realize. Are you thinking that the scalable account based marketing is the right move – yet?

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