What characterizes ABM?
Why is Account-Based Marketing the future of B2B marketing?
Changes the approach to marketing
The classic approach to B2B marketing through lead generation is becoming increasingly challenging and less profitable. Often, only a small percentage of generated leads convert into customers.
Enables an increase in return on investment (ROI)
Already, over 75% of companies achieve a higher return on investment (ROI) by implementing ABM. As much as 45% achieve more than double the ROI! [Source: Raising the Game with ABM 2018, ABM Benchmark Study]
Improves the quality of relationships
An increasing importance in business is placed on human-to-human (H2H) marketing. Companies that focus on human experiences have a greater chance of achieving better results in terms of revenue growth and generating sales faster than those that do not!
Facilitates the development of new solutions
57% of companies believe that the use of ABM has led not only to acquiring or scaling customers, but also to the development of valuable, new solutions for the company that can be more widely introduced to the market [Source: Raising the Game with ABM 2018, ABM Benchmark Study].
About ABM
ABM is the process of developing and implementing highly personalized marketing and sales programs. It is an alternative approach to lead generation, so if you are not satisfied with the quality of leads generated, you definitely need to explore this!
In a few words, ABM is:
- focusing on specific clients instead of broad communication, where you might succeed in reaching desired companies,
- communication based on a thorough understanding of clients, analysis of business expectations and needs, setting itself apart from your competitors’ communication,
- achieving various business goals: acquiring new customers, scaling current ones, or entering a new market/segment,
- building long-term relationships based on understanding and trust, enabling the acquisition of customers for years,
- changing the approach to customer acquisition – it is a strategic approach that should have the approval of company executives.
What type of ABM is best for you?
Strategic ABM
One-to-One
Communication is conducted with a focus on one specific client who holds (as the name suggests) strategic importance for the company. It is based on building a strong brand-to-client relationship. This approach is the most demanding (requiring significant resources) but also the most effective.
ABM Lite
One-to-Few
Communication is directed not at a single client but at a few clients who share certain defined characteristics (e.g., industry, goals, or similar challenges). It requires fewer human and financial resources but is less effective than strategic ABM due to the lower level of personalization in communication.
Programmatic ABM
One-to-Many
Communication targets hundreds or even thousands of potential clients. This is the newest type of ABM, emerging alongside the development of targeting and personalization platforms. It requires the least effort but is also the least effective, as the actions and communication are not as tailored to clients as in other types of ABM.
Piotr Rocławski
p.roclawski@yetiz.plCEO and founder of Yetiz. Engaged in online marketing and sales for years. Advises clients on building and scaling their online businesses. Believes that the key lies in a good analysis of the problem and needs, and the crucial measure of evaluation is the effectiveness in delivering results.
Does not believe in the words “it can’t be done.” Instead, believes in long-term partnerships and determination in pursuing goals.
