B2B account-based marketing is a popular, personalized approach to acquiring new business and retaining high-value, loyal customers. If you want to see supercharged results — from driving more revenue to converting more leads than ever before, your B2B organization should consider implementing an ABM approach. But, how does it vary from traditional inbound marketing? Has it seen proven results? And, how do you get started? We’ve answered these questions to help you decide whether account-based marketing is the right choice for you. And, we’ve pulled together the stats for proof — so, if you’re looking to convince another member of your team on the value of ABM, we’ve got you covered!
Traditional inbound marketing vs ABM
The key difference between inbound marketing and ABM lies in the audience being targeted. Where account-based marketing works on a one-to-one marketing basis, inbound casts the net a little wider — drawing in a variety of customers. But remember, one approach doesn’t have to trump the other — in fact, inbound and ABM can work in harmony for an all-encompassing marketing strategy that sees impactful results across the board. Use inbound marketing to generate leads and gain insight into who is interested in your products, services or brand, and then select accounts to target with highly-personalized content as part of an ABM approach.
ABM in stats
Still not convinced about an account-based marketing strategy? Here are the stats to prove just how pivotal it could be to your future business success. From proving ROI fast to aligning your teams, discover why ABM is a must.
- Your target audience is made up of B2B buyers and key decision-makers. And, they want a seamless, personalized experience — McKinsey found that 65% of buyers will come away from the buyer journey frustrated by inconsistent experiences.
- If delivering strong ROI is important to you, then ABM should be considered in your business plan. According to ITSMA, 87% of B2B marketers have agreed ABM delivers a higher ROI than other marketing activities.
- This makes sense when we learn that SiriusDecisions found 91% of organizations using ABM were able to increase their average deal size.
- And, when it comes to keeping up with your competitors, ABM is a must — in fact, SiriusDecisions found more than 90% of marketers believe ABM is essential to B2B marketing.
- 85% of marketers said ABM significantly benefited them in retaining and expanding existing client relationships, according to Marketo. So, consider applying an account-based marketing approach to your customer retention strategy.
- Driving more revenue is likely one of your biggest goals — and ABM can help you do this. According to FlipMyFunnel, businesses using ABM generate 200% more revenue for their marketing efforts compared to those that don’t.
- Aligning your teams can significantly impact your business for the right reasons — including helping your team achieve more wins. Marketo found that businesses using ABM become 67% better at closing deals thanks to aligned teams.
- Account-based marketing is a long-game, but will lead to great results in the end. DemandBase found organizations that have been using ABM for at least one year have seen a 10% increase in revenue.
- If you struggle to generate engaged leads, a personalized marketing approach like ABM can help. According to Act-On, 66% of organizations say a key benefit of ABM is an increase in pipeline opportunities.
- For B2B tech marketers, developing an ABM strategy is the second biggest priority according to Spice Works — so, marketers in the B2B technology world should be prepared to adopt ABM to keep up with others in their industry.
How to get started with ABM
Your account-based marketing process needs to be well-planned, clearly outlined and based on data. Before you get started, you need to look at your existing customers. What industry are they from? What is the size of their organization? How much revenue do they generate? Gaining an understanding of your existing customers can help you identify target accounts that make sense for your account-based marketing campaigns. Then, it’s time to identify how to reach them. Find out what channels they use and the kind of content they want to see — then, create highly-targeted campaigns based on this data. Your approach should be seamless from the first piece of marketing content your target sees, through to the website they land on to make a purchase.
Webeo is a leading website personalization software that is transforming B2B websites and supercharging ABM campaigns. The tool works by creating bespoke website experiences for each of your site visitors based on their IP address — utilizing the global leading database of business IP addresses. Users can tailor the language, imagery, content, greetings and calls-to-action that are displayed on their website to meet the needs of their visitors — helping create the perfect website for every visitor, every time. Boost conversions, reduce bounce rates, supercharge SEO rankings, and impress key decision-makers. Discover the power of personalization and book your demonstration today.