7 Reasons Why B2B Account-Based Marketing Is a Game-Changer

Account-based marketing (ABM) is a B2B marketing strategy that focuses on targeting and engaging specific accounts with personalized messages and offers. ABM is not a new concept, but it has gained popularity in recent years as B2B marketers look for ways to increase their return on investment (ROI) and improve their customer relationships.

ABM is different from traditional marketing, where you cast a wide net and hope to attract as many leads as possible. With ABM, you identify and prioritize the accounts that are most likely to buy from you, and then tailor your marketing campaigns to their needs, challenges, and goals.

ABM can help you achieve several benefits, such as:

KEY TAKEAWAYS

ABM is a B2B marketing strategy that focuses on targeting and engaging specific accounts with personalized messages and offers.

ABM can help you achieve higher conversion rates, increased customer loyalty, reduced waste, enhanced reputation, improved alignment, greater insight, and competitive advantage.

ABM requires defining your ICP and TAL, developing your value proposition and messaging, creating your content and offers, executing your campaigns, and measuring and optimizing your results.

ABM involves using various tools for account identification, content and offer creation and management, and measurement and optimization.

ABM faces challenges such as finding and reaching the right decision-makers, creating and delivering personalized content and offers at scale, coordinating and aligning marketing and sales teams, and proving the ROI of ABM.

1. Higher conversion rates

ABM can help you generate more qualified leads and close more deals by delivering relevant and personalized content and offers to your target accounts.

2. Increased customer loyalty

ABM can help you build stronger relationships with your existing customers by providing them with value-added services, support, and education.

3. Reduced waste

ABM can help you optimize your marketing budget and resources by focusing on the accounts that matter most to your business.

4. Enhanced reputation

ABM can help you establish yourself as a trusted partner and thought leader in your industry by demonstrating your expertise and understanding of your target accounts’ pain points and goals.

5. Improved alignment

ABM can help you align your marketing and sales teams around a common strategy and goal, which can improve collaboration, communication, and efficiency.

6. Greater insight

ABM can help you gain deeper insight into your target accounts’ behavior, preferences, and feedback, which can help you improve your products, services, and marketing campaigns.

7. Competitive advantage

ABM can help you differentiate yourself from your competitors by offering a unique and personalized customer experience that meets your target accounts’ expectations and needs.

To implement ABM successfully, you need to follow these steps:

Define your ideal customer profile (ICP) and target account list (TAL)

Your ICP is a description of the characteristics of your ideal customer, such as industry, size, location, revenue, etc. Your TAL is a list of specific accounts that match your ICP criteria. You can use tools like Salesforce or Ahrefs to research and identify your target accounts.

Develop your value proposition and messaging

Your value proposition is a statement that summarizes how your product or service can solve your target accounts’ problems or help them achieve their goals. Your messaging is the way you communicate your value proposition to your target accounts through different channels and formats. You need to craft a compelling and consistent message that resonates with your target accounts’ needs, challenges, and goals.

Create your content and offers

Your content and offers are the vehicles that deliver your value proposition and messaging to your target accounts. You need to create content and offers that are relevant, personalized, and engaging for each account. You can use tools like Adobe Experience Cloud or HubSpot to create and manage your content and offers.

Execute your campaigns

Your campaigns are the actions that you take to reach out to your target accounts and generate interest, engagement, and conversions. You need to execute your campaigns across multiple channels, such as email, social media, webinars, events, etc. You also need to coordinate your campaigns with your sales team to ensure a seamless handoff of leads.

Measure and optimize your results

Your results are the outcomes that you achieve from your ABM efforts, such as leads generated, deals closed, revenue earned, etc. You need to measure and optimize your results using metrics like account engagement score (AES), account pipeline value (APV), account revenue value (ARV), etc. You also need to collect feedback from your target accounts and use it to improve your ABM strategy.

TIP

ABM is not a one-size-fits-all strategy. You need to customize your ABM approach based on your target accounts’ characteristics, needs, and preferences.

B2B Account-Based Marketing: A Statistical Report

Account-based marketing (ABM) is a type of B2B marketing that focuses on aligning marketing and sales to reach specific target accounts. ABM considers target accounts as markets-of-one and emphasizes the quality of accounts over the number of leads. ABM is used to target high-value customers, increase customer retention, and optimize marketing resources.

Global Demand for ABM

According to a report by MarketsandMarkets, the global ABM market size is expected to grow from USD 3.4 billion in 2021 to USD 7.9 billion by 2026, at a compound annual growth rate (CAGR) of 18.5%. The major factors driving the growth of the ABM market are the increasing adoption of digital technologies, the need for personalized and targeted campaigns, and the rising demand for measurable and scalable marketing programs.

The report also segments the ABM market by component, account type, deployment mode, organization size, industry vertical, and region. The software segment is expected to hold the largest market share, as it enables marketers to create, execute, and measure ABM campaigns across various channels and platforms. The large account type segment is expected to dominate the market, as it involves targeting strategic accounts with high revenue potential and complex decision-making processes. The cloud deployment mode segment is expected to grow at the highest CAGR, as it offers scalability, flexibility, and cost-effectiveness for ABM solutions. The large enterprises segment is expected to account for the major market share, as they have more resources and budgets to invest in ABM technologies and services. The IT and telecom industry vertical is expected to lead the market, as it faces intense competition and needs to differentiate its offerings and enhance customer loyalty.

Best Practices for ABM

To implement a successful ABM strategy, marketers and salespeople need to follow some best practices, such as:

Identify and prioritize the most valuable accounts based on their fit, intent, and engagement.
Collaborate with sales to develop a shared account plan and define clear roles and responsibilities.
Create personalized and relevant content and messaging for each account based on their pain points, goals, and preferences.
Deliver account-based experiences across multiple channels and touchpoints, such as email, social media, webinars, events, ads, etc.
Measure and optimize the performance of ABM campaigns using metrics such as account engagement, pipeline generation, revenue attribution, customer satisfaction, etc.

FREQUENTLY QUESTIONS

Q1: What is account-based marketing (ABM)?
A: ABM is a B2B marketing strategy that focuses on targeting and engaging specific accounts with personalized messages and offers.

Q2: What are the benefits of ABM?
A: ABM can help you achieve higher conversion rates, increased customer loyalty, reduced waste, enhanced reputation, improved alignment, greater insight, and competitive advantage.

Q3: What are the steps of ABM?
A: The steps of ABM are defining your ICP and TAL, developing your value proposition and messaging,
creating your content and offers, executing your campaigns, and measuring and optimizing your results.

Q4: What are the tools for ABM?
A: Some of the tools for ABM are Salesforce or Ahrefs for account identification, Adobe Experience Cloud or HubSpot for content and offer creation and management, and various analytics tools for measurement and optimization.

Q5: What are the challenges of ABM?
A: Some of the challenges of ABM are finding and reaching the right decision-makers, creating and delivering personalized content and offers at scale, coordinating and aligning marketing and sales teams, and proving the ROI of ABM.

References:

https://bi-school.ru/kakaya-abs-pomozhet-prodazham-ne-buksovat/

https://www.gartner.com/en/documents/3795763

https://blog.hubspot.com/marketing/account-based-marketing-guide

https://ahrefs.com/blog/account-based-marketing/

https://business.adobe.com/blog/basics/account-based-marketing

https://www.salesforce.com/resources/articles/what-is-account-based-marketing/

https://blog.hubspot.com/marketing/account-based-marketing-guide

https://ahrefs.com/blog/account-based-marketing/

https://business.adobe.com/blog/basics/account-based-marketing

https://www.salesforce.com/resources/articles/what-is-account-based-marketing/