Why Marketing Should Be Running ABM Campaigns

Over the past year, ABM has been all the buzz for B2B marketing strategies. The main driver behind the popularity of ABM is the providers of ABM technology platforms. However, there is value behind the buzz as B2B firms are starting to see the ROI of well-executed ABM campaigns. Here, we take a look at why your B2B marketing team should be running your next ABM campaign.First things first, what is ABM and why is it a valuable integration into a marketing and sales strategy? ABM is short for account-based marketing. Generally speaking, ABM targets a list of accounts or ideal prospects with a specific marketing message. This approach has received a lot of attention recently because of the technology platforms that now enable hyper-targeting to the list. This means that marketing budgets aren’t squandered on less than ideal prospects.For example, Bop Design only builds custom B2B websites. We do not work with B2C firms. As such, we target only firms that actively sell products or services to other businesses. In the ABM campaigns that we run, we focus only on B2B companies. Our marketing team would consider it a waste to spend money marketing to an audience that also includes B2C companies. ABM technology enables us to remove B2C companies from the mix and focus our budget on B2B companies.Historically, account-based marketing campaigns were driven by the sales team. The sales team has a list of ideal prospects that they target. They work the list regularly in whatever manner they have available to try to forge relationships. While this is not an ineffective approach, it’s not always a value-building approach that is customer-centric. The prospect is always aware that they are being sold to.