ABM is a marketing-based marketplace account and strategy focused on the need of potential buyers. Digital marketing is constantly evolving and no matter what strategy you use, there will always be something new to try.
There are so many different types of marketing that it becomes a bit difficult to choose which ones to launch, right?
A good point to facilitate this choice is to take into account the ROI that each strategy presents and in this regard Account-Based Marketing (or ABM) stands out a lot.
Despite this, ABM remains an unknown concept to many marketers who could benefit greatly from this approach. Do you want to know more about the subject and find out if account-based marketing is ideal for your business? Follow us, we will show you everything you need to know.
What is Account-Based Marketing?
Account-Based Marketing or account-based marketing is a type of marketing focused on a specific company (account). Campaigns are customized for that account, which is capable of generating impressive results. Many marketers spend their efforts trying to attract as many prospects as possible to sell to them. In Account-Based Marketing it works differently.
Here you choose the companies (or accounts) that you want to have as clients and you focus on creating specific marketing campaigns for them. Personalization is the key factor in ABM. The communication and the content produced are entirely geared towards the needs of potential buyers, hence the origin of its high success rate.
In a survey, most participants said that this tactic brought a higher ROI than other forms of marketing. The generation of value caused by customization is essential for those involved to be convinced and buy the product.
According to another survey, for more than 90% of B2B customers, the search volume for a solution increases with its price. The more expensive the product, the more searches are made to make the best decision. In this way, companies that invest in ABM tend to generate more value and increase their sales potential.
Why is strategy worth paying attention to?
The incredible results presented by companies using account-based marketing make it clear that this is a strategy that is worth investing in.
Learn more about why this concept is gaining so much attention: Provides a broad view of the purchasing process
Perhaps the greatest merit of Account-Based Marketing is the fact that it is keyed to an irreversible truth: when it comes to B2B, the decision is not normally made by one person. So why should a strategy focus on a single individual, if there are other heads thinking along with it? This would give a limited view of the buying process.
Thus, it makes more sense to broaden that vision and focus on the entire group with a message focused on the collective good of the offer.
It’s a rising market
Every year more companies are perceiving the advantages of Account-Based Marketing compared to other tactics. In addition, they are not wasting time training and increasing investments in order to obtain better results. It’s all about marketing well done