Account based Marketing (ABM) services involve implementing a strategic approach to business-to-business (B2B) marketing. Based on goals for individual prospects or accounts, companies can communicate directly with specific targets. Put another way, account based marketing uses a “one-to-one” versus a “one-to-many” approach.

B2B organizations can reap many benefits from account based marketing services. By aligning your sales and marketing teams around strategic initiatives, ABM maximizes your return on investment from marketing campaigns. ABM also helps you engage earlier in the sales process with higher value opportunities.

Rather than using a mass-marketing approach, account based marketing targets decision-makers within an account with coordinate, high-touch tactics. Sales and marketing teams decide to focus on a few critical accounts with the most significant revenue potential.

Why should your B2B organization turn to account based marketing services?

• Personalized Marketing –When you tailor your communications to each specific target, you can better engage your audience. Targets are more receptive to personalized messages. You personalize your ABM by interacting with each prospect individually. Using a prospect’s name in your marketing campaigns is only the start. To move decision-makers through the buyer’s journey, you must develop meaningful content that directly addresses their specific situation and requirements.
• Optimize Resources –By narrowing your focus, you can make the most of staff time and money. Sales professionals can help your marketing team develop the right content for each target prospect, so you do not waste time on pieces that will not resonate.
• Greater Return —According to a study conducted by the Information Technology Services Marketing Association, 84% of businesses reported ABM delivers higher ROI than other marketing activities. Automation tools help you measure your results to justify ABM programs and fine-tune them where needed. You can also determine which tactics work best in each situation and which individual campaigns meet performance expectations.
• Better Alignment –Rather than having your sales and marketing teams operating independently, account based marketing allows them to coordinate on a common goal and present a united front. They work together to identify targets, develop a communication strategy, implement tactics, measure progress, and adjust the ABM strategy as needed.

By the creating awareness and driving traffic, mass marketing campaigns will still play an essential role in your marketing program. However, account based marketing takes B2B marketing to new levels. Integrating sales and marketing efforts offers a proven way to drive revenues and deliver a clear and measurable return on your investment.

For more information on how KEO Marketing can help your organization succeed with account based marketing, and to request a complimentary marketing audit, contact us today.