What Is Account-Based Marketing (ABM)?

In an age of information abundance (like ours), marketers constantly struggle to capture the attention of prospects. That is why companies that want to focus on the highest possible return on investment need to concentrate their attention on high-value accounts, taking into account account penetration and the spread of marketing and logos

To reach their goals, marketing teams must use strategies that combine the expertise of sales and marketing to identify, engage and close the most important high-value deals

Capturing buyers' attention today looks very different from what it was only a few years ago. In the sharing economy, an era in which everyone is connected to everything, new and evolving channels, strategies and technologies allow marketers to connect with customers at an entirely new level. It is an exciting time, but this new horizon comes with a set of challenges, as we sort through a growing abundance of information, rising buyer expectations, and struggle to be heard among competitors

To reach their goals, many companies looking for high-value customers often find that an ABM strategy serves them better than casting a wide net

Account-based marketing is not a new concept, but it has recently seen a revival thanks to advanced technology and a changing landscape. Implementing an ABM strategy can help improve marketing return on investment, increase attributed revenue, generate more conversions and qualified leads, and align sales with marketing

In general, B2B marketers tend to target prospects broadly to attract as many companies as possible, but this does not deliver the best return on investment

In the past it was difficult and costly to scale ABM initiatives because of the high level of personalization they require. With today's new and evolving technology, it is now easier and more affordable to scale ABM across a variety of organizations, and marketers in all fields are implementing an ABM strategy within their teams to achieve higher-value results

“Marketing is no longer a one-way street – you cannot simply push promotions to your prospects. You need to take part in an active dialogue, and ABM lets you do that with unmatched precision”

In my next article, I will present some common problems that you can solve with ABM