In a nutshell, account based marketing is a B2B marketing strategy focusing on finding companies (accounts) that match ideal client profiles and then target the key decision makers of those companies with personalised content and messaging through advertising and marketing campaigns.
It avoids the use of “spray and pray” tactics that target the masses and uses laser-like focus instead to understand client needs to set in motion the most effective marketing strategy that will nurture engagement and value addition along with key stakeholders.
It’s the best way for B2B companies to do away with their misaligned marketing and sales efforts by outsourcing the job to an account based marketing agency that takes mass marketing and targets it to a market of one (account) for that specific message. So, here’s why you should integrate account-based marketing into your B2B marketing strategy:
1. Targeted Communications
There’s no doubt that offering personalized content tailored to each individual resonates more with them instead of a generic and slightly off-putting “Dear Potential Customer”. With account-based marketing you can take personalized marketing to a new level by developing researched content and messages those key decision makers want and need to move through the buyer’s journey. Such finely-tuned content requires expertise and knowledge which they will immediately recognise and are more likely to subscribe to than generic email blasts.
2. A More Defined RoI
A marketing strategy must be measurable. This is no different for account-based marketing. More than 84% of businesses have revealed in a survey that account-based marketing generates a higher return on investment than other marketing strategies. Being able to measure the RoI is critical for any marketing initiative and through ABM you can see both the RoI for such an initiative and the immediate areas for improvement based on how contacts are responding to your content.
3. Efficient Utilization of B2B Resources
Marketing is always pulled in many different directions. But an account-based marketing agency can seamlessly structure your marketing efforts and resources focusing only on your key accounts to drive the most revenue. With such a narrow focus, account-based marketing initiatives optimize your most valuable resources i.e. money and time, uniting your sales-marketing efforts and maximizing the efficiency of your B2B marketing resources.
While account-based marketing doesn't intend to replace mass marketing efforts that drive awareness and traffic, it is the next level of B2B marketing that pushes companies towards a clearer RoI, implementing personalized campaigns with measurable sales results.
Blog Link Resource:-
https://oxpermission.blogspot.com/2021/03/its-critical-to-make-switch-to-account.html