Account-Based Marketing is an alternative to lead generation tactics in B2B. The ABM approach focuses on acquiring and scaling selected, key clients, rather than general communication to the broad market.
*For simplicity, the term “client” is used, but in ABM, we work with accounts (as the name suggests, it is account-based marketing). An account can be an entire company, but also a selected entity within the organization, responsible, for example, for purchases – and it is this entity, not the entire company, that is the target in ABM activities because it is the one making decisions regarding collaboration).*
ABM allows you to tailor communication and offers to specific customers or market segments. This means that marketing and sales are tailored to the unique needs and challenges of customers.
Focusing on selected key customers leads to increased ROI (return on investment). Instead of wasting time and resources on inappropriate contacts, the team can focus on those that have the greatest potential.
The ABM approach requires close collaboration between marketing and sales teams, which leads to a more consistent, credible message and a better customer experience.
Since ABM activities focus on specific clients, it facilitates tracking and evaluating the effectiveness of marketing efforts at various stages of the sales funnel.
Targeting efforts towards specific clients and delivering personalized solutions facilitates building stronger and more lasting relationships.
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.
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]
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!
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].
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:
We have three types of ABM to choose from – they differ in the number of clients we communicate with, and consequently, the level of personalization in our actions.
Communication is conducted with the focus on one specific client, who holds (as the name suggests) strategic significance for the company. It is based on building a strong relationship between the brand and the client. It is the most demanding (requiring significant resources) but also the most effective.
Communication is conducted not with one, but with several clients who share some defined common characteristics (e.g., industry, goals, similar challenges). It requires fewer human and financial resources, but its effectiveness is lower than strategic ABM because the level of communication personalization is also lower.
Communication encompasses hundreds, or even thousands, of potential clients. This is the newest type of ABM that emerged with the development of targeting and personalization platforms. It requires the least effort but is also the least effective because the actions and communication are not as tailored to clients as in the other types.
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CEO, Commander-in-Chief, and founder of Yeti. A graduate of Gdańsk University of Technology, participant in numerous training sessions and seminars. Engaged in online marketing and sales for years. Operates efficiently and effectively, speaks rapidly, and thinks even faster.
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