Imagine a world where you can start the sales process by directly selling to your best-fit, highest-value target customers. No waste of time working to market and selling to unqualified leads who aren’t the perfect fit for your business. This means you can move directly into the phases of engaging and delighting your target customers.
Account-based Marketing (ABM) has made all of this possible. The process of ABM permits you to align your marketing and sales teams from the get-go to promote long-term business growth, boost revenue, and delight customers.
It is a strategic approach that enables you to cater to your marketing message to particular accounts that you feel fall right under your target audience.
Let’s have a look at how ABM helps in achieving the Marketing Nirvana,
Personalized marketing strategies are proven to engage customers in a better way. For example, with email introductions, everyone wants to be referred by their name instead of a generic and slightly off-putting, “Dear customer.”
Account-based marketing takes personalized marketing to a whole new level by developing content according to the needs of those key decision-makers to move them through the buyer’s journey.
Such finely tuned content needs research, which the key decision-makers should instantly identify. It also requires marketing and sales to collaborate to effectively target these contacts in a manner that is going to be most meaningful to them.
Engage in a Better Way
Statistics showcase that engaged customers go ahead with purchases and also become repeat buyers, all the while becoming less likely to drift away from your business in favor of a competitor. When you utilize Account-Based Marketing, you can easily track responses from your targeted accounts and deliver personalized communications on the basis of their response to your campaigns This sophisticated level of engagement moves customers through the sales funnel and makes them more likely to purchase your products.
Aligned Marketing and Sales Teams
Improved collaboration and Cross-team collaboration across any organization are beneficial to growth. In terms of ABM, this transparency and alignment will make sure that your marketing and sales teams are focused on the same goals, stick to the mutually agreed upon budget, and understand the specific roles of each internal stakeholder.
This alignment also helps in ensuring all communications, content, interactions, and more are consistent for the accounts you work with. This means, no matter how long an account works with your company, your team members can pick up where others left off at any point in time without question, this creates a seamless and delightful customer experience.
Customer Satisfaction is Higher
You and your employees aren’t the only ones reaping the benefits of Account-Based Marketing. With personalized interactions with ABM, target audiences and key accounts have more enjoyable and fruitful customer experiences, too. They appreciate the time taken by your team members to understand their goals and buying cycles, so they’re that much more likely to refer their colleagues and friends to you.
There is no way that a B2B company will be able to find better results with any marketing technique other than account-based marketing. ABM makes complete sense, for B2B marketing.
ABM is cost-effective for businesses that want high-value accounts and increased customer satisfaction. And at the same time, it naturally aligns sales and marketing teams to improve interdepartmental collaboration between them.
ABOUT THE AUTHOR
Chandrima is a Content management executive with a flair for creating high quality content irrespective of genre. She believes in crafting stories irrespective of genre and bringing them to a creative form. Prior to working for MartechCube she was a Business Analyst with Capgemini.