What is ABM and why should you use it? Here are the basics along with tips and resources for getting started.
What is ABM?
Account-Based Marketing is used by B2B marketers to identify and target the accounts they value most. ABM solutions include account-based data and technology to help companies attract, engage, convert and then measure progress against customers and prospects at scale.
Why Should I Use It?
According to a 2018 ITSMA study, organizations using an ABM approach reported seeing higher ROI than from all other types of marketing. Adopting an ABM approach gives you the following business advantages.
- Focus your Efforts: ABM helps you focus on the best opportunities by delivering the highest quality accounts that matter most to your business. As a result, you'll spend your marketing resources on the right opportunities.
- Support Sales Reality: Marketing professionals who understand ABM are in a powerful position to align to the needs of Sales. Shifting the focus to accounts, rather than individuals, bridges the previous gaps between Marketing and Sales.
- Deliver a Customer-Centric Experience: Focusing on a limited number of target accounts means you can deliver a highly personalized experience focusing on every stage along the buyer’s journey.
- Connect Marketing to Revenue: ABM connects your marketing programs to revenue, helping you see exactly how your efforts are impacting the bottom line.
How Do I Get Started?
Demandbase has gathered the resources you need to develop and implement your ABM Strategy. Click the links below to learn more.