As Robert Eddison in Indiana Jones and the Last Crusade famously quoted “Choose, But choose wisely”- we see the same principles apply to our B2B market.
Today, it’s mission-critical to segment your prospects & personalize outreach, contextual personalization leads to 4x deal closures.
Account-based marketing is a focused approach that uses personalized marketing to target best-fit prospects or their ‘whale’ clients and turn them into customers. 94.2% of respondents now have an active ABM program and mature ABM programs account for 79% of sales opportunities.
The numbers are impressive. right?
Let’s walk through some insights on ABM in the next couple of minutes:
- Benefits of ABM approach
- Difference from the conventional approach
- Trends in ABM
Why adopt ABM and personalized campaigns?
It is no secret that people prefer more personalized content. A finely tailored and targeted content will produce more engagement rates. Your prospects will resonate more with well-crafted content which addresses a problem they may be facing(as compared to feature bombing).
In the short run, ABM may consume a little more time than spraying and praying, but in the long term, your ROI on effort is much higher.
Moreover, research says that companies saw a 208% increase in revenue after using ABM. It drives more ROI when you take targeted marketing to a one-on-one level.
Is ABM similar to all B2B marketing campaigns?
Well, not really! ABM is a strategy in B2B marketing and instead of being person-centric, it is account-centric. Let’s understand it better with this spear and net fishing model.
It is the exact opposite of lead generation. ABM is highly targeted and typically lends itself to higher-value deals. It needs a lot more planning and requires time, but it comes up with better results.
What are the ABM trends in 2021?
- ABM is now omnichannel
Platforms such as LinkedIn, Twitter, and other social media platforms are gaining traction with ABM marketers for lead engagement. Focus on account-level coverage that creates a seamless buying collective.
- Quantity is a metric for performance
To provide ABM with a pool of potential targets, B2B data providers are trying to generate more accurate information, and the success of ABM is being measured in volumes like net- new accounts generated or pipeline velocity.
- Leverage technology
Intelligent intent and predictive modeling or artificial intelligence will enable more human relationships by understanding the needs of prospective accounts. 6sense, Engagio, Triblio, are some of the tools to create ABM campaigns.
ABM goes far beyond lead generation and a proper alignment with sales and marketing can generate successful ABM programs. It was found that 20% of accounts targeted via ABM programs go on to be qualified as sales opportunities. Pixelo provides personalized prospecting through ABM campaigns, so you only get sales meetings with your ideal prospects. ABM is continuously experimenting and is undergoing dynamic growth, so it is going to be impactful to gain key customer accounts.