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What Is Account-Based Marketing?

What Is Account-Based Marketing

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]

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