because of this, companies that want to focus on the highest possible roi need to place their attention on high-value accounts, keeping account penetration, marketing penetration, and logos in consideration. you need to engage in an active dialogue and abm lets you do that with unparalleled precision.” – shari johnston, svp of marketing, radius a broad marketing approach may make sense at first in the b2b space, but it can drastically reduce your roi compared to a targeted approach. if your sales and marketing teams aren’t syncing up, abm is one of the most efficient ways to get them on the same page.
targeting and managing the right accounts: abm allows you to use technology to target and manage accounts that are worth your time and will result in the highest roi. once you define your targets, your marketing and sales teams can come together to craft and deliver personalized campaigns through the right channels to produce the best result. be sure to analyze the results of individual campaigns as well as trends at the account level and in the aggregate (all target accounts) to get a more accurate picture.
account-based marketing allows you to weed out less-valuable companies early on and ensure marketing and sales are in complete alignment — in return, your team can leap into the critical processes of engaging and delighting those accounts much faster. meanwhile, inbound marketing is more foundational — this methodology and growth strategy allows you to attract customers through the creation of valuable content, seo, and a delightful customer experience. ????the easiest way to maintain internal account-based marketing alignment is with the help of software, like hubspot, which makes connecting your marketing and sales teams exceptionally easy. meaning, abm allows you to angle your business in a way that makes it the most relevant and ideal option for your target accounts.
rather than experimenting with different tactics to prospect and qualify a large pool of leads, abm ensures the accounts you target are the right ones for your business and vice versa. abm tactics are the building blocks of your strategy — so, work through the following list to ensure your abm efforts and investment are successful. next, you’ll want to attract the buying committee members and stakeholders of your target accounts. this will allow you to make your strategy more effective for your business, marketing and sales teams, and accounts.
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