While many B2B marketers attempt to broaden their marketing campaigns in order to reach as many people as possible, account-based marketing or ABM offers a very different approach.
ABM is another B2B strategy that focuses marketing and sales on specific targeted accounts with engaging personalized campaigns for each account. A study from the Altera Group found that “97% of those surveyed said ABM had a somewhat higher or much higher ROI than other marketing initiatives.”
ABM offers solid benefits to companies that implement it including:
- Increase marketing ROI [ABM focuses on enhancing the pipeline and increasing revenue with the right companies]
- It’s more efficient and targeted [ABM stays on point of those accounts that will give the most benefit by collaborating resources and optimizing target accounts]
- Improve the customer experience [84% of those surveyed said ABM provided significant benefits to retaining and expanding existing client relationships]