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07 August, 2017 Benefits of Account Based Marketing (ABM)

You should by now be well aware of Account-based marketing (ABM), which is hopefully why your reading this post. If you’re still unsure about what it is and how it works you can read about it here.

What we wanted to focus on in this blog was the benefits that ABM has to offer if implemented correctly and to back them up with a few industry stats.

Return On Investment (ROI)

According to ITSMA almost 85% of marketers who measure ROI describe account-based marketing as delivering higher returns than any other marketing approach, with half of those marketers citing significantly higher returns.

But wait there’s more, according to a survey from Alterra Group, 97% of marketers said that ABM resulted in a higher ROI when compared to other marketing activities.

Increased Revenue

It’s been found that when ABM has been in use for at least a year, 60% of users saw a revenue increase of at least 10%, while 19% reported a revenue impact of 30% or greater, according to Demand Metric.

Increased Engagement

Engaging with your targeted accounts on the correct channels by giving them relevant and valuable content is perfect. Demandbase reported that 83% of marketers said that one of the top benefits of ABM is the increased engagement with target accounts.

Shorten Sales Cycle

With ABM you remove unqualified leads which shortens the sales cycle and allows you to focus on the accounts most likely to purchase from you.

Deal Size

You can identify which accounts generated the most revenue and use this as a profile to target other accounts and fill up your ABM funnel. You ideally want to look at purchase history, sales feedback, account profiles and buyer behavior to name a few.

Customer Retention

ITSMA reported that almost 85% of marketing professionals said that ABM provided huge benefits in terms of retaining and expanding their current client relationships. The fact that ABM is so focused on customer accounts means that marketing and sales activities are far more customer-driven.

Sales & Marketing Team Alignment

ABM marketers speak the same language and have the same knowledge as the salespeople they work alongside. They have to work closely with sales to accurately identify target accounts, map them out, and align on sales initiatives.

To back up the above Sirius Decisions reported that B2B organizations with tightly aligned sales and marketing operations achieved 24% faster three-year revenue growth, and 27% faster three-year profit growth.

Last Word

To take your business to the next level and ensure long-term commercial success, deploying a strong ABM strategy and reaching out to leads in a more account focused and targeted fashion is a no brainer.

Start your ABM campaign today and reap the rewards tomorrow. It’s really that simple.

FREE GUIDE – The Road To ABM

So, are you ready to start focusing both your marketing and sales efforts on a more targeted approach to finding, engaging and doing business? Yes! Then you’re at the very exciting start of the road to ABM success.

We’ve created this white paper especially for you. It will take a tour of the basic steps needed to get your ABM strategy and tactics rolling. Learn more and download it by clicking the button below.

ABM_Book_Full_02

Ref: ABM Stats



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