5 Benefits from Account-Based Marketing By BPS Digital Media | Thursday, March 30, 2017

Account based marketing offers real benefits to organizations looking for a significant return on investment (ROI). The term account-based marketing (ABM) refers to a targeted approach to acquisition that requires the efforts of marketing and sales. It means selecting target accounts and delivering personalized messages and content to move them towards your goal whether that’s an initial sale, cross-sale, up-sell, renewal, or engagement.

Here are the key benefits from implementing an account-based marketing strategy that might make ABM the right choice for your next campaign:

1. Increased ROI

ABM focuses on generating pipelines and growing revenue within the right companies, allowing you to make bigger revenue impact with each program. Compared to other marketing initiatives, ABM delivers the highest return on investment of any B2B marketing strategy or tactic, according to ITSMA.

2. More efficient targeting

With ABM, you can target the accounts that have a real significance for your business. By prioritizing which accounts to target, you will profoundly impact the way you strategize your sales and marketing. Instead of casting a wide net, you can look for ways to target key individuals. By targeting better, you minimize the expenditure of resources.

3. It’s personal

Thanks to the focused targeting tactic, your efforts will go to your targeted audience only. Plus, by personalizing your communication you will achieve a higher engagement rate from users. In fact, according to Aberdeen Group, 75% of customers say they prefer personalized offers. Stop overwhelming your customers with every offer and start tailoring their experience. Targeted customers are more likely to engage with content that talks specifically to them.

5. Improves the customer experience

With ABM you not only gain new customers, it’s also easier to retain and grow them through cross-sale and advocacy programs. With new technologies that support account-based marketing, marketers can focus on building a relationship past the sale to support different objectives. As a matter of fact, 86% of CMOs and Senior Marketing executives believe they will own the end-to-end customer experience by 2020, according to The Economist.

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