What is Account Based Marketing ?

Not only a buzzword, but also a game changer for the best marketers since the mid-2000s, account based manufacturing (ABM) has been an important factor in today's marketing to increase demand and increase ROI . According to Rollworks, "B2B organizations such as Bottomline Technologies, People.ai and OneNeck IT Solutions rely on a mix of traditional demand generation tactics with ABM strategies to satisfy their audiences and satisfy senior leadership."

ABM has been picking up more steam lately, as salespeople, bloggers and market research firms are all fueling a revival in the popularity of account-based marketing. In 2017, only 29% of marketers found ABM to be effective, while the success of account-based marketing increased to 97% by 2019 compared to other marketing tactics.

ABM's success lies in enabling marketing and sales to close their transactions in a targeted and coordinated manner. Plus, personalizing your brand messages has never looked so good!

In this article, we will outline how you can use a winning account-based marketing strategy for your business using the right tools, team alignment, and process. Let's go!

Account-based marketing is a strategic and purposeful marketing strategy, where key business accounts are marketed directly. It is a focused approach to B2B marketing where marketing and sales representatives come together to target the best fit or high quality accounts and turn them into customers. Top B2B leaders say it is no longer an option for marketers and sales officials to work separately. According to Alterra Group, marketers achieved a higher ROI of 97% by incorporating ABM initiatives into their marketing initiatives.

Instead of delivering a wide network of leads with large-scale marketing campaigns, ABM tactics focus on high-value accounts to nurture, convert, and retain them over time.

Unlike traditional marketing tactics, account-based marketing, sales and marketing teams work hand in hand to create a hyper-personal experience for each target account. Account-based marketing is more suitable for large businesses that have longer sales cycles and complex sales needs. Traditional B2B sales, on the other hand, are more suitable for small and medium businesses that are usually cheaper and buy faster.

Companies that want to obtain the accurate data of user intentions to simplify their customer analysis have found that the ABM strategy is the most effective instead of taking a broader approach to their sales and marketing initiatives.

Account-based marketing is a strategy, not a technology. There are usually four goals to following an account-based marketing approach:

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