Top 5 advantages of account based marketing
1. An easily measurable ROI
An effective ABM produces clear results. In fact, compared to other marketing initiatives, the ITSMA 2014 Account-Based Marketing Survey revealed that "account marketing offers the best return on investment of any B2B marketing strategy or tactic".
2. Reduction of resource waste
Because ABM is highly targeted, it allows marketers to effectively focus their resources and manage marketing programs that are specifically optimized for targeted accounts.
3. It's personal and optimized
Account-based marketing tactics involve customizing your messaging and communications with specific accounts so that your campaigns resonate with these target audiences. Targeted customers are more likely to engage with content that is specifically tailored to their needs and relevant to their business and stage in the buyer's journey.
4. The monitoring of objectives and KPIs is clear
When you analyze the effectiveness of campaigns, whether they are e-mails, advertisements, websites or events, it is easier to draw clear conclusions because you are considering a smaller set of target accounts rather than a large set of indicators.
5. Sales alignment is easier
ABM is perhaps one of the most effective ways to align sales and marketing. This is mainly due to the fact that the marketer who manages an account-based marketing program operates with a mindset very similar to that of sales: thinking in terms of accounts and how to target them, bring them to the table and generate revenue.