Why Account-Based Marketing is Your Essential B2B Strategy
December 18, 2018
Category: Marketing Trends
How ABM Provides Your B2B Business with Qualified Leads
Have you ever received an email that got your name or profession wrong? How about a “personal” ad that tried to sell you something you’ve never been interested in? Poorly targeted campaigns are a surefire way to miss out on your real audience, which is why account-based marketing (ABM) is an essential part of successful B2B strategy.
So, what is account-based marketing? ABM is a marketing strategy that combines the efforts of sales and marketing to focus on landing a specific set of accounts. Instead of casting a wide net and hoping that the right leads trickle in, ABM is a laser-focused effort to reel in your company’s ideal potential clients and keep them satisfied.
What are 3 key benefits of account-based marketing, and why do the B2B experts at Dream Factory make it part of our strategy? Read on to find out.
ABM Drives Qualified B2B Lead Generation
Did you know that 60% of B2B marketers reported that high-quality lead generation was their greatest challenge? No one likes wading through a “slush pile” of unqualified leads and trying to solve how they got there.
Since ABM begins with a clearly defined set of accounts in mind, however, you can speak directly to the individuals you want to do business with. It’s a proven B2C tactic that people are more likely to engage with content that is designed specifically for them, and this approach works just as well in the sphere of B2B.
Honing in your efforts to create highly specific messaging to high-value targets not only reduces the white noise of your marketing, it makes it incredibly more effective. Is it any surprise that 97% of marketers report that ABM provides better ROI than their other marketing strategies?
ABM Aligns Your Sales and Marketing Efforts
If you’re going to target the best accounts for your ABM campaign, the first place you need to go is the sales department. Why? Because the sales team knows better than anyone which companies and positions are perfect for targeting, and they have the tips and tricks you need for reaching them successfully.
Once you know who you’re targeting and why, your marketers move into the “what, where, when and how.”
- What does this audience need from a company like ours?
- Where can we find them?
- When is the best time to reach them?
- How do we persuade them to convert?
ABM isn’t limited to outbound or inbound marketing strategies: your goal is to personalize your approach to suit your target. The best approach is to use all of the above so that no matter where your target is, they encounter your messaging. For example, content marketing can focus on topics that are of interest to these accounts, while you’re also targeting specific job titles and companies with LinkedIn campaigns.
Being so targeted also reduces wasted resources by organizing your efforts efficiently, making you a streamlined marketing and sales machine. ABM also makes it much easier to determine the goals and success of your campaigns, because the goal is clear from the start.
Not Everyone is Using ABM (Yet)
You’d think after everything we’ve mentioned above that B2B marketers would be investing their time and energy into using account-based marketing for their clients. However, while the majority of marketers see value in ABM, only 20% have implemented it successfully over the past year! That number is bound to change, however, with 52% of marketers having pilot programs in place for 2019.
If this approach is so successful and your competition is only just getting started with account-based marketing, then it’s time to get moving before they catch up.
At Dream Factory, we’ve had 19+ years of experience working with B2B companies and executing account-based marketing campaigns to convert high-value, high-quality leads for our clients. Ask us how we can do the same for you with a free consultation today.
Want to know more about Dream Factory’s analytical, results-driven marketing solutions?
We’re here to provide the strategies you need. Contact us and learn what options are right for you.