Seeking to maximize their results, companies are often tempted to create generic messages for a large number of prospects. However, paradoxically, over 80% of B2B experts agree that this is not the best strategy for acquiring customers . In fact, opting for Account-Based Marketing (ABM) allows you to better leverage your overall marketing efforts.
What exactly is ABM (Account Based Marketing)?
Strategic account marketing is a business marketing strategy that focuses resources on a set of target accounts within a market. Specifically, it involves running personalized campaigns designed to engage each account.
Messages that resonate with the prospect and their needs
personalized and highly targeted marketing programs and initiatives business growth and impact
These messages must be tailored directly to the target account, with content that is relevant and provides value . The goal is to encourage customers to engage and progress through the buyer's journey towards a defined objective.
Hit your target audience every time
Within the framework of Account-Based Marketing (ABM), marketers identify target accounts and personalize the marketing and customer experience. In this process, they sometimes need assistance from the sales team. Targeting prospects with high conversion potential then allows the salesperson to consistently reach their core target audience.
In this sense, strategic account marketing expands marketing's involvement in the sales funnel while shortening the sales process. The process can be long and complex, but it offers numerous advantages , which we will outline below.
What are the advantages of Account Based Marketing (ABM)?
We can essentially identify 6 main advantages of opting for an Account Based Marketing strategy.
1. A personalized marketing approach
ABM allows you to approach key contacts within your target accounts through a personalized approach. This will make your prospect feel valued . You can use empathetic marketing to show them that you understand their problems and can offer a solution. To achieve this, you must create relevant content based on the information available to you. This content should be delivered to the client at the right time and in the right place. Keep in mind that the goal is to build the foundation of a strong relationship between you and your target account.
According to McKinsey & Company, personalization reduces acquisition costs by 50% and can increase revenue by up to 15% .
2. Building and maintaining relationships
Strategic account marketing allows you to build a relationship of trust with your future client . As this trust develops and the relationship is nurtured, you'll learn about your prospects' behavior . You'll then be able to react quickly to their signals. They'll likely turn to you for expert advice on the problems they're facing.
3. Faster decision-making and shorter sales cycles
decision-making process can be lengthy. This is especially true for major purchasing decisions involving multiple stakeholders. This slowness has the drawback of slowing down the sales process , as it starts at a lower level of the organization and progresses slowly toward the key decision-maker. With ABM, however, the cycle time is shortened because all prospects are nurtured simultaneously .
ABM offers the advantage of accelerating this process . Indeed, thanks to the relationship and trust you've built, you can guide your prospect through the entire buyer's journey more quickly than usual. The fact is, you have a more direct line of communication in the decision-making process.
4. A better return on investment
(ABM) involves direct marketing the most engaged target accounts 97% of companies using an ABM approach have achieved higher ROIs than with any other marketing strategy.
5- Fewer resources wasted
This approach also allows for better resource optimization . Indeed, resources are concentrated on a small number of accounts that are most likely to close sales.
6- Better monitoring of results
Account-based marketing is precise and measurable . Furthermore, there are far fewer parameters to track in your ABM efforts compared to other B2B . Because you set specific goals for individual accounts, you can almost instantly recognize whether your efforts have paid off. By measuring your results , you'll be able to easily identify your successes and failures . You can then continue your campaign while refining your strategy.
Leveraging dynamic ABM with Magileads
Magileads ' SaaS solution allows you to use dynamic ABM during your marketing campaign. To this end, you have dedicated features for:
Identify
Identify the companies and know who you want to target (specific accounts).
Engage
Create content and campaigns tailored to specific roles within the company.
Message testing
Test several different phrases about a function within the company
Prospect engagement
Once you have found a way to communicate with a contact from these accounts, you can maintain the relationship with the contact in order to gain their trust.
