Since the term was coined more than a decade ago, account-based marketing (ABM) has redefined lead generation for countless B2B companies and marketers – and with good cause. Today, most B2B marketers are at least seriously considering adopting an ABM strategy (that is, a wider marketing strategy informed by ABM).
ABM works, every time
It’s not just another buzzword; ABM has been adopted by companies of all sizes, including leading enterprise businesses, because it delivers very real results.
ABM has the highest ROI of any B2B marketing strategy or tactic, and 60% of companies who adopt ABM see a significant increase in revenue within the first year. If implemented correctly, ABM’s intelligent, targeted approach will both increase your business’s ROI and save you dozens of hours.
Sometimes, the results can be nothing short of astonishing, as illustrated by one case in our comprehensive report below. RingCentral, the leading provider of SaaS solutions for business communications, discovered 200,000 actionable leads buried unnoticed within its databases. Needless to say, that kind of find generated a major increase in net-new pipeline.
An “ABM strategy” is easy to implement
But while the term “account-based marketing” itself is relatively new, most of its fundamental principles are highly rational and intuitive. Strictly speaking, ABM isn’t an entirely “new strategy,” but rather a set of principles which inform and influence your company’s existing sales and marketing strategies – without requiring any major upheavals.
That’s the beauty of ABM: it’s simple, and it works. You just need to know how to do it.
How to get started
ABM is all about focusing your efforts on strategic accounts (companies) and a select list of key influencers therein, and customizing your marketing and sales pitches accordingly.
So it follows that there is no one-size-fits-all approach to executing ABM either. How you implement it depends in great part on your business’s own unique, strategic objectives.
Check out our Basics of Account-Based Marketing workbook for more information on how to apply ABM for maximum returns:
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