Account-Based Marketing Find out if ABM is the right approach for you Share via Facebook Share via Twitter Share via LinkedIn Share via Email What is Account-Based Marketing (ABM)? ABM is selecting target accounts and delivering focused/personalized messages, programs, and content to move them towards your goal – whether that goal is a sale, contract renewal, or something else. The Increasing Popularity of ABM The traditional inbound marketing model of engaging with a large number of contacts through content or other digital media efforts, then nurturing the leads, can now be further optimized to a targeted approach. A growing number of solutions providers now offer support/technology for ABM strategy Successful ABM strategies, powered by digital techniques, allow marketers to identify target accounts and create personalized programs in a scalable and automated way The Benefits of ABM 1. ROI is clear ABM delivers a higher ROI than any other B2B marketing tactic1 92 percent of B2B marketers consider ABM to be very important to overall marketing tactics2 2. Efficiency Focus internal resources on the right areas and minimize expenditure of less important market segments 3. Personal – therefore, optimized Improve customer experience – 75 percent of consumers prefer a personalized experience3 4. Drive attributed revenue Measure digital strategy results with an account-centric perspective and understand the impact 5. Alignment of marketing/sales Work together to land accounts Plan, create processes, coordinate strategic outreach Creating an Effective ABM Strategy All strategy begins with choosing the right technology and following the chart below. Impactful ABM Strategy4 Action Item Description Align Sales and Marketing Share goals, create team objectives, strategy and metrics Identify Target Accounts Leverage technology to discover accounts that are likely to buy Create Engaging Content Content should be personalized, relevant and timely Engage Across Channels Create cross-channel approach to listen and engage with accounts Measure, Analyze, Optimize Establish metrics and check-ins to evolve ABM strategy and show the impact Resources 1 2014 ITSMA Survey: https://www.itsma.com/pdfs/research/2013ABMSurvey_AbbrSummary.pdf 2 SiriusDecisions: https://www.siriusdecisions.com/blog/the-pace-of-account-based-marketing-accelerates 3 Aberdeen Group: https://ww.aberdeen.com/ 4 Marketo: https://www.marketo.com/definitive-guides/the-definitive-guide-to-account-based-marketing/ For more tips and insights on how to take your marketing from now to next, subscribe to our newsletter or contact Nicole Stone – Senior Vice President, Business Development at firstname.lastname@example.org or 414.270.7235.