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The powerful hidden uses of ABM (that no one is using)
WIZ Interactive is a digital creative agency focused on delivering marketing and communication solutions, creating concepts and contents for the digital universe, adding value to our clients’ business.
Article | March 2, 2020
For instance, if you’re a small business with limited time and marketing resources (read: people and cash), it may not be feasible to target specific accounts. But for those businesses with the manpower and money required to implement ABM successfully, it has the potential to yield incredible results. Account-based marketing helps to fully align sales and marketing efforts, accelerate the sales process for your most valuable opportunities, and generate a significant return on investment from your marketing campaigns. But what does a good ABM strategy look like, and what’s involved in the build and delivery?
What if you could stop chasing leads and focus on selling only to your best, most viable opportunities?It’s possible when you integrate account-based strategies into your marketing and sales efforts. Account-based selling (ABS) could potentially shorten your sales cycles, increase deal size and even boost your customer retention rates.
For B2B companies around the world, one of the biggest challenges is finding big clients and closing deals successfully. In the last few years, Account-Based Marketing (ABM) has emerged as a preferred marketing solution for B2B brands. It is a marketing technique that involves creating customized and focused campaigns based on the individual needs and pain points of specific clients. While it is definitely effective if you only have a small list of clients you want to target, it restricts you from finding new clients which is exactly where inbound marketing comes in.
Inbound marketing is a technique that focuses on attracting customers to products and services with the help of content that looks both intuitive and valuable to the prospect. This can include social media marketing, content marketing, branding, and search engine optimization. The idea is to solve the already existing problems of the customers and encourage them to make a purchase.
Marketers who practice ABM are seeing impressive results. A recent report from ITSMA and the ABM Leadership Alliance found that 73% of marketers plan to increase ABM budgets in the coming year, and 71% saw greater ROI compared to traditional marketing. Yet as much success as marketers are seeing with ABM, most are missing a crucial part of the strategy: Building trust through external influence. In his B2BMX presentation, Lee Odden observed that ABM marketers tend to focus on internal influence which members of the buying committee have a say in the purchase decision.
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