Account-based marketing (ABM) goes back to the foundation of marketing: putting organizations and the people that fuel them at the center of outreach. Today, 7 people on average are involved in the decision-making process when closing an enterprise-level deal, which makes account-based marketing (ABM) more popular than ever, compared to a “one-to-many” approach. With several people influencing client relationships, companies need a more thoughtful way to market holistically. Marketing and sales are no longer just about leads and acquisition; industry professionals are responsible for committing to customer engagement and ensuring a positive experience.
In response, Walker Sands, an integrated PR and digital marketing agency for B2B brands, developed “From Strategy to Launch: 10 Steps to Drive Results with B2B ABM.” The in-depth white paper teaches marketers in the B2B space how to strategically develop and deploy ABM as a key strategy — driving value and growth for any company.
“Holistically aligning sales and marketing resources and empowering them to develop relationships with all stakeholders throughout a prospect organization generates impactful results. ABM humanizes B2B marketing and provides a clear strategy, which reduces the risk of your own people tripping over each other as they reach out to individuals,” said Courtney Beasley, VP of marketing at Walker Sands. “With account-based marketing, B2B marketers are igniting a more profitable way of developing key relationships.”
According to the Information Technology Services Marketing Association (ITSMA), 78 percent of B2B executives say ABM is very important to their marketing strategy. That’s because ABM delivers results: 84 percent of companies surveyed by ITSMA say ABM achieves a higher return on investment than other types of marketing.
ABM focuses marketing and sales efforts on key accounts, treating them as individual markets to penetrate. This white paper discusses how marketers can use ABM to create a strategy to develop relationships with entire businesses in a structured fashion, using campaigns with content that speaks to specific business problems. As digital marketing evolves, teams can deliver personalized campaigns with more velocity. ABM changes the practice of marketing to multiple prospects by aligning marketing and sales outreach with a company-focused strategy.
“We pride ourselves on helping B2B professionals realize the full potential of integrated campaigns — that potential extends itself to bottom-line impact,” added Beasley. “We’ve leveraged our agency’s collective expertise to present a roadmap for strategic and scalable digital ABM campaigns.”
To download Walker Sands’ “From Strategy to Launch: 10 Steps to Drive Results with B2B ABM,”.
About Walker Sands
Walker Sands Communications is a public relations and digital marketing agency for business-to-business technology companies. With an integrated approach to creative services, Walker Sands helps clients build brand awareness, enhance credibility and drive new business. Walker Sands is a six-time Inc. 5000 honoree and regular recipient of some of the industry’s most prestigious awards from organizations including Entrepreneur, Holmes Report and Hermes Creative. Walker Sands was founded in 2001 and has offices in Chicago, San Francisco and Seattle. To learn more, visit walkersands.com or walkersandsdigital.com.