THE ACCOUNT-BASED MARKETING GUIDE FOR MODERN MARKETERS
HOW TO REACH PROSPECTS WITH THE RIGHT MESSAGE AT THE RIGHT TIME
As a B2B Marketer, you spend a lot of your time coming up with new ways to reach the right prospect, at the right time, with the right message. Account-Based Marketing (ABM) is a tried-and-true strategy to help you do all three. By treating each account as a market of one, you can deepen your relationships with individuals at key accounts and ultimately increase revenue.
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First 3 Pages
GUIDE FOR MODERN MARKETERS
If you’re reading this guide, you’re probably a B2B marketer. If so, you probably spend a lot of your time coming up with new ways to reach the right prospect, at the right time, with the right message. Which means you’re one of a million B2B marketers trying to do exactly the same thing. Welcome to the club!
To make it worse, nearly everyone who sells solutions to B2B marketers like us will promise they can help you reach the right prospect at the right time with the right message. Not too long ago, you could buy lists from ads in the back of inflight magazines that made the same promise. Now those promises come from marketing technology vendors, as well as bloggers and authors and consultants putting their own spin on marketing strategies, both proven and unproven.
Account-based marketing (ABM) is the latest strategy those folks are trying to sell you. But with ABM, there’s one key difference: ABM isn’t a new, unproven idea; it’s a new way of combining proven fundamentals to help B2B marketers (you guessed it) reach the right prospect, at the right time, with the right message. Only this time, it really works.
What Is ABM?
ITSMA has a reasonable claim to having coined the phrase, and they have a solid definition:
“Account Based Marketing (ABM) is a structured approach to developing and implementing highly customized sales and marketing campaigns for single accounts, prospects, or partnerships. By treating each client as a market of one, you can broaden and deepen your relationships with individuals at key accounts as well as increase awareness and demand for your services and solutions. This ultimately leads to more strategic sales and greater revenue generation.”
Craig Rosenberg of analyst firm TOPO agrees that ABM is actually old school.
“As long as there have been companies and people trying to sell them,” Rosenberg said, “there have been account-based marketing campaigns. The reason it has reached peak popularity over the last year or so, however, is that technology and fresh resources have allowed us to scale in entirely new ways.”
The reason ABM has reached peak popularity is that technology and resources have
allowed us to scale in new ways.
—Craig Rosenberg, TOPO
We’re simply smarter and faster than we were years ago. And we have better marketing tools at our disposal. The ABM planets are aligning.
ABM is the hottest topic in B2B marketing.
A quick search in Google Trends shows the rapid rise in searches for “account based marketing” in the last year. Everybody is talking about it. Vendors and data providers are shoehorning the phrase into their list of capabilities. You could probably spend a week doing nothing but attending ABM webinars. (And what a week that would be.
You can answer this question with one statistic from Forrester Research: Less than 1 percent of leads turn into revenue-generating customers. We’ll let that sink in for a minute.
More marketers are going after the same people with the same tactics. Traditional email marketing worked until spam filters and legally-required unsubscribe options. When was the last time you read every single email in your inbox? With more organizations bypassing email by using internal messaging tools, it’s even harder.
Content marketing worked well until everybody started to do it. Gone are the days when you could own a particular word or phrase on the web just by publishing good content about that term. Inbound marketing still works, but for a lot of companies, it’s not bringing the results it once did.
Companies who employ ABM tactics see real ROI.
Marketers who adopt account-based strategies are more successful and more competitive than their peers who market solely to individuals. The data proves it. (Or if you’re feeling grammatical, the data prove it.) Eighty-four percent of B2B marketers say that ABM delivers a higher ROI than any other approach, according to ITSMA.
84% of B2B marketers say that ABM delivers a higher ROI than any other approach.