Here we are, smack dab in the middle of the first month of Q4, and I bet you’re starting to strategize for January 1. While closing out the year strong is top of mind, planning for the next is also a high priority. Well, if you haven’t hopped on the account-based marketing (ABM) bandwagon yet, now is the time.
According to ITSMA, 87% of B2B marketers have agreed that ABM delivers a higher ROI than other marketing activities. If that’s not proof enough that adopting an account-based marketing strategy is critical for business success, I don’t know what is. Today we’ll be highlighting why you should be investing in ABM come 2020 if you haven’t already.
Advantages of Account-Based Marketing
For the most part, ABM benefits B2B organizations that are focused on enterprise sales. It requires account-level personalization ensuring a higher ROI, which essentially prevents you from spending unnecessary time or resources on projects with no clear business value. Increased return on investment and clear-cut business value? Those aren’t the only advantages of ABM.
- Sales and Marketing Alignment – Previously in the B2B market, sales and marketing teams had distinct marching orders and rarely crossed paths. However, with an account-based marketing approach, sales reps and marketers work together cohesively in choosing target accounts and guiding those accounts through the purchase journey. This “harmonious alignment” ensures that each team understands what the end goals are and how to work together to achieve them.
- Highly Personalized Messaging – Visibility is paramount in bringing in new business. A martech platform that includes intent data can pick up on signals that prospects are researching you or your competitors, allowing you to prioritize accounts in an active buying cycle. With this visibility, organizations are able to set up customized ad campaigns to various types of buyers at different points in the purchase journey, alongside personalized web experiences and intent-based sales follow-up, all according to the timing and needs of the buyer.
Watch our client, Dodge Data & Analytics, breakdown the importance of account visibility in a client video testimonial here.
- Shortens Buying Cycles – We’ve established that account-based marketing ensures there is a focus on the right messaging at the right time. Because of this, sales teams are able to spend their time on the right prospects, too. No more grooming leads that may or may not close, instead, AEs use that time to target accounts that are more likely to buy. Marketing can further accelerate pipeline because ABM makes it easy to scale multichannel air cover and reinforce sales messaging across the entire buying group.
Why Investing in ABM in 2020 is Key
With 2020 on the horizon, why is investing in account-based marketing critical? Take it from SiriusDecisions, who reported that 91% of B2B teams doing ABM close larger deals from their target accounts than from non-target accounts, i.e. the approach is here to stay. If you aren’t already implementing the strategy then now’s the time to do so. It is the way modern business is being conducted and the best way to track account progression from initial interest through the sales pipeline.