This is a guest post from Aubrey Beck, Director of Digital Strategy at PMG—a B2B content marketing and demand generation agency for tech and SaaS companies. Aubrey works to uncover opportunities in the market and develop digital strategies that drive conversions.
Adding an ABM component to your digital strategy helps you reach those hard-to-access VIPs who make B2B buying decisions which can shorten B2B sales cycles, increase contract values and decrease customer acquisition costs. This infographic illustrates the stellar ROI you can generate with a well-executed ABM campaign. View the full infographic.
The Challenge of B2B Sales
Enterprise purchasing decisions are rarely quick, simple or made by a single person, which is why ABM works. It creates opportunities for conversations with a group of people at key accounts. Focusing your B2B marketing resources in this way multiplies your return on investment. Just consider the following:
- Large technology purchases involve an average of seven people.
- The typical buyer engages with six separate channels before committing.
- Stakeholders are 40 percent more willing to buy from suppliers with tailored content.
Not to mention, in the creation of an ABM strategy, marketing and sales work together to align communication with key accounts, making both departments more effective. By working together to rank accounts and customize strategies, your team is able to increase engagement and close more deals.
The Power of an ABM Campaign
PMG recently created a comprehensive ABM strategy for a cloud-based, enterprise billing solution that knew it could earn better market awareness and more leads in targeted verticals.
To solve this challenge, our team drafted ideal customer profiles, built a process to qualify three tiers of target accounts, and recommended content and investment levels by tier. We helped the SaaS provider operationalize this effort with tools from Triblio, including a targeted content hub and digital ads.
Two months into the campaign, the company reported a 23 percent decrease in cost per acquisition, a success that meant new avenues for their sales team and a boosted ROI. And these results aren’t out of the ordinary. In fact, a survey from Alterra Group shows that 97% of marketer who’ve tried ABM report that it generates higher ROI than other marketing activities.
If you’re looking to apply this approach to your B2B business, or want a deeper understanding of how to put together an ABM strategy, download PMG’s Account Based Marketing Guide for B2B Demand Generation. This 44-page resource features practical knowledge around the strategy and implementation of a successful ABM campaign.