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Why Account Based Marketing Is Here to Stay for B2B Marketers

Why Account Based Marketing Is Here to Stay for B2B Marketers. Predictive analytics and big data are breathing new life into account-based marketing (ABM) experiences among B2B marketers.

According to a recent study from SiriusDecisions, 92 percent of B2B companies called ABM "extremely important" to their overall marketing efforts, and 60 percent of these marketers plan to invest in the channel in the next year. Account-Based Marketing (ABM) allows companies to focus on accounts rather than leads in order to help teams align across the complex purchase funnel.

Rather than identifying as many leads as possible, ABM focuses on identifying best-fit customers first. Instead of passing leads onto sales, marketers are identifying prospective clients using the targeted content and channels that can turn customers into brand advocates.

ABM is helping B2B marketers make their processes more efficient by helping to align the efforts of sales and marketing teams. Unlike a traditional approach in which marketing teams are focused on generating leads and sales is focused on closing deals, ABM succeeds when these two departments come together to focus on marketing and selling to a set of accounts that sales and marketing define together.

Instead of sales teams focusing on the second half of the sales funnel to generate additional revenue, ABM is all about expanding relationships with existing customers. Developing highly customized offers, and tailoring this content to the highest value existing accounts, will result in increasing numbers of deals closed, while at the same time giving marketing the credit as the main source of revenue.


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