In the past, the idea of tailoring your marketing outreach on an account by account basis would have been dismissed as a costly and time consuming endeavour. With the rise of marketing automation tools and as it is easier than ever to identify buying signals, account-based marketing now provides a better ROI than any other marketing activity and can no longer be overlooked.
The Case for Account-Based Marketing (ABM)
Account-Based Marketing begins with identifying your company’s key target accounts, these are the companies you want to prioritise doing business with. Build your prospect list from target companies that are displaying signals that they have embarked on a buying journey. Create personalised campaigns for these key accounts, with outreach across multiple channels, such as unique emails, ultra-personalised content and 1:1 personalised videos. With the right data, full of key decision makers at your target companies, the leads will flow into your funnel!
“Does this type of lead generation work?” I hear you cry! Spending more time on a smaller account list will surely yield fewer results than targeting lots of companies at once? Well, blindly targeting lots of companies is like looking for a needle in a haystack. Identifying key accounts based on your knowledge of their buying intent, is like casting your rod into a pond full of hungry fish and waiting for a bite!
So what do the stats say? Have a look at the slideshare below, for our Case for Account-Based Marketing (ABM) and see why you should be integrating ABM into your marketing strategy.
For more on Account-Based Marketing check out our blog, What is ABM?