ABM Marketing and Its Benefits

As digital marketing evolved through the last two decades, with its evolution a new philosophy was born. We’re talking about the spear approach method which differentiates from the standard net method. 

This is a way where you approach your clients by using both sales and marketing so that you can decide which are the top 100 companies that suit your ideal marketing and business needs. Instead of adding multiple accounts with the end goal that someone will likely buy your services or products, here, you’ll be focused on specific niche accounts that bring high value and credibility to your brand. 

This is where ABM marketing arises and all of the benefits that it brings along. ABM focuses solely on reaching out and nurturing relationships with accounts that possess high value and can increase your sales and ROI. 

The method that brings acceleration, it’s efficient and it grows your business rapidly. Instead of only using one technique for sales realization, here you’ll be using the power trio of ABM, inbound marketing, and customer experience. 

The Inbound and ABM Combo 🎯

Inbound marketing refers to the creation of content that brings value to the customers, highly aligned with their needs, with the end goal of making everlasting relationships. By learning more about your customers, you increase the level of personalization that goes hand-in-hand with ABM. 

Since the main point of ABM is to track down, engage, learn and transform high-value-based accounts into long-lasting customers, the inbound strategy only makes the process easier because of all the previously gathered data about your ideal customers’ profiles or (ICP). 

Having more personal information about a certain client will only separate you from your competitors in a way that you’ll be providing more humanized content that will directly address their needs. Being able to successfully manage this strategy will allow you to see how your business will start flourishing. 

Advantages of Account-Based Marketing

There is a huge benevolence of applying account-based marketing in your digital strategy which enforces your demand generation funnel to rapidly expand. There is pure art in the alignment between ABM and Inbound where marketing and sales correlate and make a beautiful impact on aiming towards the same targeted accounts. 

The constant struggle about what is more important quality or quantity starts to fade away when this strategy is properly conducted. It simply gives you the freedom to be more creative and use all of the assets and data from two sources at the same time, which is amazing. Another tactic that runs smoothly with these two is the focus on creating superb customer relationship management and generating a positive customer experience. 

• The equation for running a successful ABM marketing is:

ABM + INBOUND + CUSTOMER EXPERIENCE = ⬆SALES%⬆

The Three Ways ABM Performs In

If you want to use ABM accurately there are entitled steps that must be followed, in order success to be achieved. Statistics that come from a SiriusDecisions Report state that 92% of B2B companies that implemented ABM in their strategy are confirming the important role it plays in their marketing efforts. 

When you are tailoring an ABM campaign you should follow the rules, to optimize and test your campaigns if you want them to be successful. Here are the three possible ways ABM can perform in with a positive result.

• The option of one – to many, meaning to work with a very high number of carefully selected accounts
• The option of one – to few, meaning to work in a niche industry, starting from 5 – 15 accounts
• The option of one – to one, undergoes the process of creating a marketing strategy by the whole team in the lead of a senior and highly experienced marketer

When more valuable accounts are taken into consideration, the best way is to closely work with no more than 15 accounts, so that you could properly analyze their background, and than create even more personal content, tailored strictly according to their business needs. This is how you create highly personalized campaigns.

Advantages of ABM 

ABM as a marketing strategy will likely change the way you tailor your campaigns and it will upgrade the way of personalization. This technique is focused solely on personalized and targeted campaigns, and it has the ability to shift the focus from broad to one specific target. 

If you want to do the personalization in a proper way, you should make research the main pain points of your ideal customer, and this is how you’ll know where and when to offer your service as a solution to their problem.

Devoting all of your energy to those accounts that matter to you the most, nurturing them carefully, and giving them full attention and care will only secure important sales for your company. Again, here ABM will give your team the opportunity to focus on those accounts that are strictly in your niche industry, which are at the same time highly targeted and important to your business. 

After you succeed in coworking with those companies that fit your brand the most, there is always a great chance that they will refer your products and services to other professionals that work in the same industry as yours.

End Note: Gathering new leads and signing contracts with new clients means that your strategy is working impeccably, while also when you reach the point of mouth-to-mouth referral you know that you’ve done a good job.