Account-based marketing (ABM) is an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market , and employs personalised campaigns designed to resonate with each of your key account. With ABM, your marketing message is based on the specific attributes and needs of the account you’re targeting, hence the name account-based marketing.
Many companies, particularly those seeking to acquire specific high-value customers find that they are better served with an ABM strategy rather than taking a broad-reaching approach to their sales and marketing effort. Because ABM requires more account-level personalisation than traditional marketing, it has historically cost more to implement. However, advances in marketing technology have enabled marketers to employ ABM at reduced costs than previously possible, and at a much greater scale.
Clear and better ROI
Since ABM is a personalised business solution and dealing with key account customers at their personal level, it is easy to track and monitor the campaign initiative effectively, which results in driving a greater response.
Because ABM is so targeted, it allows marketers to focus their resources efficiently and run marketing programs that are specifically optimised for target accounts.
Personal and Optimised
ABM entails personalising your messaging and communications to specific accounts so that your campaigns resonate with these target audiences. Targeted customers are more likely to engage with content that is geared specifically to them, and is relevant to their business and stage in the buyer journey.
Efficient Tracking & Measurement
When you’re analysing the effectiveness of campaigns, whether e-mail, ads, web, or events, it’s easier to draw clear conclusions, because you look at a smaller set of target accounts instead of a vast set of metrics.
Easy Sales Alignment
ABM is perhaps one of the most efficient ways to align sales and marketing. This is primarily due to the fact that the marketer running an ABM program operates with a mind-set very similar to sales—thinking in terms of accounts and how to target them, bring them to the table, and generate revenue from them.
How Creative factor can help you?
Our marketing strategies are based on thorough research on market awareness and understanding of customer’s psyche which has been helping our larger MNCs to create an effective conversation with their B2B customers and drive effective results.