A digital marketing publication recently listed ABM – Account Based Marketing as one of the hottest B2B Marketing trends of 2019.
B2B marketers often try to cast a very wide net with marketing campaigns in hopes of appealing to as many companies as possible in that target market.
Account Based Marketing is an alternative strategy that concentrates sales and marketing resources on a singularly defined set of accounts within a market and uses personalized campaigns designed to resonate with each account.
The theory behind ABM is that targeted customers are more likely to engage with content that is geared specifically to an individual, and is relevant to their stage in the buyer journey. When analyzing the effectiveness of these very focused campaigns, it’s easier to draw clear conclusions, because you are looking at a smaller set of target accounts instead of a vast set of metrics.
Organizations need to tighten alignment between marketing and sales in order to be successful. They must also realize that ABM is not just a targeting strategy or a set of technological tools. It’s a way of life for organizations that want to win by getting close, and staying close, to the opportunities that will drive growth for their business.
Mary Gilbert, SVP of strategy and account services at R2i said; “The discipline of defining a core set of target priorities and then building marketing, sales, and technology solutions to surround those targets not only optimizes near-term results but also shapes the future of the business. It’s a holistic strategy that can dramatically transform a business.”
The ABM approach encompasses a single view of the customer. You may also need to rethink tracking measurements and key performance indicators.