- 92% of businesses consider Account Based Marketing as the “must-have” business tactic
- 62% businesses are planning to invest in technologies that support ABM over the next 12 months.
It is clear from the recent ABM survey made by Sirus decisions that proves the rewarding benefits of Account Based Marketing (ABM) for most B2B buying decisions. The current practice of ABM program by most marketers integrates emerging technology tools that run targeted campaigns for specified accounts particularly at the account level, unlike the lead level.
Why ABM Strategy?
With more decision makers involved in B2B purchase decision, single channel nurturing or single lead marketing is no longer enough a strategy to target multichannel customers. At this juncture, how about a digital (IP or cookie based targeting) that can reach all high-level decision makers based on specified account types within your existing database?- so that, it not only engages the lead but also the entire account that hits the business revenues at scale.
Doesn’t that sound pretty cool, huh? With much more benefits to be listed in this article, here are top 5 reasons why you should start planning your ABM strategy right now instead of waiting until 2016 to begin.
IP based targeting helps fitting your tactics within your ABM strategy
To run multi-channel campaigns, you need a strategy framework that applies to a set of accounts you have rightly identified. As there are multiple stakeholders involved within a large technology purchase sign off, with IP based targeting, identifying a large customer base to send custom messages to the rightly targeted group makes multi-channel marketing easy. At the same time, this will also save your advertising budget by eliminating the need of sourcing phone numbers and email addresses to reach a huge client base.
Catering to unique engagement channel contact preferences
B2B buyers of today are more specific about engagement channels when it comes to getting in touch with them especially for a large technology purchase. With personalized buying experiences transforming into the deal of the day, ABM strategy makes it possible to convey a single customer-centric message via all possible touch points of contacts with those key decision makers. And for product purchase sign off which involves multiple decision makers, ABM allows marketers to send targeted messaging to each stakeholder via their preferred medium of channels from specified accounts.
Sales and marketing alignment
As B2B decision making is a collective decision-making process, an account based targeting can group them together in an account. Let marketing and sales team build a collaborative approach to optimize ABM campaigns. This involves tracking new target accounts, setting new goals or re-defining buyer’s personas. With this process in place, an ABM strategy can create targeted programs for specific market, generating conversations that are more relevant and meaningful.
A fast growing marketing strategy
Account Based Marketing is a fresh new technology for most market leaders in the era of B2B account based marketing. With a few market players trying to reap its marketing benefits, adoption rates are low but are also pacing up with a fast growing speed especially with mid-size market companies and large enterprises. However, more vendors are cropping up rapidly targeting successful technology purchases with large enterprises applying most effective ABM programs.
1:1 marketing with one advertising methodology
Account Based Marketing is an effective technology based marketing that helps delivering relevant messages and ad advertisements to the right decision maker at the right time. It is a real-time marketing technique that integrates real-time ad buying and IP based targeting. This enables creating highly personalized ad campaigns for one set of target accounts. At the same time, it also eliminates the need of previous communication with individuals as it includes a direct communication facilitated by IP based targeted account.