Why Account-Based Marketing a No-Brainer for Brands?

Debra Morgan, Marketing Tech Outlook | Wednesday, September 09, 2020

Shifting brands’ resources to Account-Based Marketing can help them discover the potential, understand the needs, and scale their high-value accounts, and improve ROI considerably.

FREMONT, CA: Innovations and new developments are part of the evolution of marketing. How do brands keep up with such rapid advancement happening in a single department of an organization? Recently, there has been a lot of development in the marketing space. Account-Based Marketing (ABM) has been one of the most bounced-around ideas, gaining a lot of momentum at the organizational level.  Here are some reasons for brands to start implementing ABM.

Personalized Communications

Top 10 Digital Marketing Consulting/Services Companies in Europe - 2019Personalized marketing strategies are proven ways to engage prospects and customers. Everyone today prefers to be addressed by name rather than by a generic and slightly off-putting. Account-based marketing takes personalized marketing to a whole new level by generating content those key decision-makers need to move them through the customer journey. Such finely-tuned content needs research. It also needs marketing and sales to collaborate to target these contacts in a method that is going to be most meaningful for them.

Efficient Use of Marketing Resources

ABM helps to structure the marketing efforts and resources on key accounts to drive revenue. With such a focus, it is understood that ABM initiatives optimize the most valuable resources, such as staff time and money. By integrating sales and marketing efforts, brands can focus their marketing team on working directly with sales to target content for these key accounts. That will maximize the efficiency of marketing resources and help develop the communication channel with sales to having aligned sales and marketing.

Enhanced Tracking

While reviewing the bottom line, it is critical to report on the tactics that either contribute or don’t contribute to the return on investment. Brands must review the effectiveness of each tactic. By knowing the effectiveness of each individual component of the ABM strategy, brands can build more effective campaigns moving forward. ABM’s ability to drive revenue creates advantages for the marketing team. The ultimate goal for marketing is to not just influence revenue but to attribute a measurable contribution to revenue. With ABM software platforms available now, tracking is almost real-time, so brands can make changes to the campaign on an ongoing basis.

See also: Top Marketing Tech Companies

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