The best B2B marketing strategies are those that deliver the best ROI—especially when there’s economic uncertainty (oh hi, 2022). And ABM or account-based marketing is a go-to strategy for companies looking to maximize ROI. In fact, 72% of companies in ITSMA’s latest benchmark study reported greater ROI from ABM than any other type of marketing.
Research shows companies that implement ABM experience increases in key marketing (and sales!) areas … we’re talking improved conversion rates throughout the funnel, increased web traffic, and improved advertising and email performance. And then on the sales side, companies reported higher win rates, faster sales cycles, and increased deal sizes when leveraging ABM strategies. Sounds fantastic, yeah?
So how do you tap into your account-based marketing potential? Let’s first cover what ABM is and what it is not. Account-based marketing strategies target a relatively small group of high-value accounts that have a lot of potential for growth. (When you think ABM, think extreme customization, personalization, and relationship building.) When done right, your ABM strategies will lead to envy-inducing audience engagement, plentiful conversions, dream-level customer loyalty, and—yep—that sweet, sweet ROI. As far as what ABM is NOT? Well, it’s not easy. No phoning it in allowed.
Now that you know that ABM can provide favorable ROI, plus increases in other key marketing and sales metrics, you’re probably wondering how you can ensure your ABM strategies are as effective as possible.
Follow the tips in our helpful guide to getting account-based marketing right: