Benefits Of Account-Based Marketing : 6 Ways It Beats Other B2B Marketing Tactics

Benefits Of Account-Based Marketing : 6 Ways It Beats Other B2B Marketing Tactics
Team DME

Written By Team DME

There is no escaping that the benefits of Account-Based Marketing make it a real game-changer for B2B marketing teams. This laser-targeted approach gives greater ROI than any of the more traditional methods of marketing and sales. Make sure you check out our Step By Step Guide To Account-Based Marketing .

There are numerous benefits to utilising Account-Based Marketing, which compliments an Inbound Marketing approach perfectly. Inbound “fills your nets” with leads, ABM allows you to then go “spear fishing” picking out the high-profit target accounts.

1) Marketing & Sales Personalised To Your Individual Audience:

The majority of B2B buying decisions are down to a group of people, not individuals. Each person in the decision making group will have their own pain points and viewpoints. It is vital that each receives the right message at the right time, to ensure they make the right decision.

2) Predictable And Transparent Return On Investment (ROI):

As marketers one of the biggest challenges has always been in proving return on investment (ROI). But when you are marketing to companies you have already established a relationship with, it can be far easier to attribute revenue to marketing campaigns.

For example, if you spent £1500 on an industry-level marketing campaign for three months targeting businesses in London. After a three month period the sales team closed eight new accounts, worth £3000 each. Two are companies based in London. You could claim that your £1500 marketing campaign had helped to generate £6000 in new business. But how do you prove it?

However an ABM campaign is very different. You know exactly where your marketing spend is going and the revenue you stand to generate at the end. It makes marketing far more transparent and encourages greater investment.

Get started with our Step By Step Guide to Account-Based Marketing Download here

3) Focuses Your Time On High-Yield Marketing Campaigns:

Account-based marketing not only gives you a more transparent ROI but it also ensures that you are not spending valuable resources and time on campaigns which are giving no clear business value.

Investing in ABM makes the marketing team more robust to slow periods or a seasonal slow down in engagement from a wider audience, basically evening out peaks and troughs that broader campaigns can give to your marketing efforts.

Benefits of Account-Based Marketing

91% of marketers that use ABM have indicated a larger deal size, with 25% stating their deal size being over 50% larger

An ABM campaign is producing data which is being fed back between sales and marketing. This allows the content and insights being created to be relevant to each individual buyer persona. As the teams innovate and optimise the campaign, the results become even more predictable.

4) Reduce Sales Cycle Time:

The biggest negative with non-ABM marketing is the focus on lead generation which, even with an Marketing Qualified Lead (MQL) criteria in place, will be handing the sales team a number of leads that simply won’t close into customers.  The result is that the sales team need to spend time nurturing these leads and eliminate from their pipeline when they don’t respond to their outreach., this is simply a waste of resources which could be better employed elsewhere.

As your sales team are only spending their time speaking to good-fit accounts, they are not wasting time on passive buyers. They will be speaking to companies who have engaged with content and shown intent already.

This allows your sales team to cut back on the time they spend nurturing leads that won’t become customers, and spend more time on the ones that will, this in turn, reduces the time between first connect call and closed sale.

5) ABM Strengthens Your Relationship With Existing Customers:

Customer retention is vital to your business growth, so it is important to appreciate that good ABM is not just for lead generation or finding prospective new customers, it is also a superb approach to client engagement and customer nurturing.

Your customer service and support team are at the heart of this, but effective ABM also allows your marketing and sales teams to become an equal part of it by strengthening the relationship with each individual client, at every contact.

The mere act of networking with more people across a customer’s business, will naturally open up more upsell and cross-sell opportunities, as needs are uncovered. The constant conversations and relationship building greatly increases the chances that the customer will renew their contract at the end of the term or refer other businesses to you.

6) ABM Drives Natural Alignment Between Your Marketing, Sales and Service Teams:

As discussed earlier, the relationship between your marketing, sales and service teams is critical in aligning how your business markets and sells with how your modern business buyer researches and buys your product or services.

Traditionally each were in their own “silos”, rarely talking to each other. Marketing focused on the “top of the funnel”, raising awareness and interest with potential customers, driving lead generation where sales focused on “middle of the funnel” closing these leads and customer acquisition to produce revenue. Finally, service and support would focus on the “bottom of the funnel” with their efforts on retention and hopefully turning a few happy clients into advocates for your business.

Not now, effective account-based marketing naturally aligns all teams, with marketing knowing exactly who they are marketing to, providing a volume and quality of lead to the sales team, sales can feed back to marketing the questions and concerns they are hearing from prospects and service can send out surveys and provide feedback, customer testimonials, reviews and case studies from customers to support marketing and sales.

At DME we are experts in helping B2B business to grow better, through inbound marketing and sales tactics that work. We can help you realise the benefits of account-based marketing and add it to your marketing strategy for greater results.

We can help your business to plan and execute your next Account-Based Marketing campaigns, to drive 20 – 30% year on year growth in traffic, leads, customers and revenue.

Account based marketing

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