(and how not to screw it up)<\/p>\n
Account-based strategies are personalized, multi-channel, multi-threaded, outbound activities aimed at creating high-value opportunities in new and existing customers.<\/p>\n
If we compare it with previous marketing strategies, it\u2019s like fishing with a spear instead of a net: you may try to attract everyone (and anyone) to your web or aim at well-defined target audience which will more likely convert into a high-quality lead.<\/p>\n
EXTRACT: ABM is a so-called \u201czero-waste\u201d marketing (we know you love all those trendy names).<\/p>\n
And so instead of attracting a lot of people to your website and then converting one specific you start with defining your target and focus on that particular one. ABM is a highly efficient system, one that eliminates the \u201cby-catch\u201d problem of inbound marketing (i.e. when you generate a ton of low-quality leads that will never convert).<\/p>\n
ABM enables one-on-one interactions that can build relationships with prospects and ensure success with customers. It works because it fosters real and authentic human engagement.<\/p>\n
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Still, let\u2019s not discard classic inbound marketing. While ABM is a proven strategy for enterprise deals \u2014 let\u2019s say, 500 closings \u2014 inbound is perfect for small and medium-sized business deals \u2014 500,000 nice and secure ones.<\/p>\n
Also, it\u2019s possible to consider inbound as a first step: ABM can pick up the potential lead right where the massive strategies leave it.<\/p>\n
But just to clear it up and sum everything said earlier, here are the differences between account-based marketing and inbound marketing<\/p>\n
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One more thing. When it comes to closing a b2b-deal, it\u2019s rarely a single person making the decision. (With enterprise deals in particular, 17 people are typically involved in the decision-making process\u202617!) ABM differs from other types of marketing in that it acknowledges all of the different people \u2014 and different viewpoints \u2014 that comprise each account. While classic strategies usually make no difference between those.<\/p>\n
Account-based marketing outperforms any other known strategies.<\/p>\n
It\u2019s no secret that quality comes before quantity in almost any case.<\/p>\n
Even as far back as 2014, ITSMA developed a survey where they found almost 85% of marketers that measured their ROI said their ABM initiatives outperformed some of their other marketing investments, with 50% of those saying the difference was significant.<\/p>\n
According to FlipMyFunnel, companies using ABM generate 200% more revenue for their marketing efforts compared to those that don\u2019t.<\/p>\n