ABM: 4 Benefits of Account-Based Marketing

Account-based marketing isn’t a new strategy, but it has grown in popularity in recent years. According to an eMarketer study, 92% of marketers working in the B2B market described ABM as “extremely” or “very” important to their marketing activities.

But what, exactly, are the benefits of an ABM strategy for your business? We’ll explain them below.

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1 - Aligned marketing and sales teams

Collaboration and effective communication between departments are essential to the success of any strategy and to the success of companies. And the fact is that, with ABM, this alignment between marketing and sales is greatly enhanced, as the role of each party is very clear in relation to achieving the common goal: closing high-value deals.

The focus shifts from specific content or channels to the target account, and how marketing and sales will work together to deliver the right messages, in the right places, at the right time.

This alignment is ultimately facilitated by automation tools, such as HubSpot, which make this correlation between marketing and sales quite straightforward.

2 - Highly Personalized Communication and Customer Experience

ABM may require lengthy “courtship” processes with target accounts, which is why it must consistently maintain a high level of personalization (in content, campaigns, product/service information, etc.).

The personal and highly individualized touch provided by ABM places the potential customer at the center of the communication and makes them realize that your company understands their “pain points,” their professional needs, and is in a position to provide a solution.

Ultimately, ABM maximizes your company’s authority. And its success stems precisely from this ability to develop relevant communication tailored to each industry, each organization, and each influencer or decision-maker within each company.

3 - Simpler and Shorter Sales Cycles

By focusing your marketing and sales efforts on specific, high-value accounts, you’re saving time and resources, which ultimately results in a simpler sales cycle:

⇒ Identify target accounts ⇒ “Nurture” those accounts ⇒ Close/convert the accounts ⇒ Satisfy/engage the accounts.

Instead of experimenting with different tactics to generate and qualify a large number of leads, with ABM the targeted accounts are already identified in advance as ideal for your business, which increases the likelihood of converting them and building customer loyalty.

4 - Return on Investment (ROI)

ABM makes it much simpler to measure the return on investment for each account: you can clearly identify the costs involved in closing that client (resources and time invested) and to what the revenue can be attributed.

Furthermore, several studies confirm that most companies that implement account-based marketing strategies see a higher return on investment than when using other strategies (Altera Group), which reinforces the effectiveness of this type of approach.

In short, there are clear benefits associated with developing an account-based marketing strategy. Do you think ABM might be a good fit for your organization? Don’t hesitate to contact us, and we can help you define an ABM strategy tailored to your business.