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Our top 8 reasons for using an account-based marketing strategy

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It’s not just another handle for key account marketing, but a different way of viewing and doing and being effective; actioning your B2B marketing strategy. Read our reasons for deploying an account-based marketing strategy.
understanding marketing data, an account-based marketing strategy

Account-based marketing is the new hot topic for B2B marketers and, contrary to what some say, we do believe that it is not just key account marketing rebadged . . . although many companies seem tot be doing exactly the same as before with a new badge attached, but don’t blame the name! Real ABM is different.

We’ve talked before via the GMA site about the 5 steps to achieving account-based growth success, but now we’ve created a longer list of reasons why you should be using ABM:

  1. A focus on a smaller number of accounts allows for the better use of marketing resources
  2. More personalised, efficient marketing strategy; creating stronger engagement with prospects
  3. You can upsell and cross-sell your customers more effectively
  4. Deals are bigger within targeted accounts as you have ‘organisational momentum’
  5. Creating a more targeted approach to nurturing
  6. The ability to increase pipeline velocity, or to close deals faster
  7. Smarter targeting by utilising a wide range of data sources, reducing wasted media spend and sales effort
  8. Aligning your marketing, sales and services teams to focus on the most lucrative clients and prospects

We originally came up with these as part of our report for Merit Direct on why data is your passport to ABM success, which looks at ABM in more detail and outlines how to build a data strategy to drive your ABM program.

An account-based marketing strategy – read the report

The report contains a number of practical frameworks that you can use to get your ABM program up and running and/or working more efficiently. You can download the ABM report – free – here.

Read also: 

Intelligent ABM: Why data is your passport to success

Insight-led ABM: the case for a segmented approach

The issue of ‘big’ data parallels the types of issues many marketers have with taking on board other ‘new’ technologies. Moreover, just like data, many of these technologies have actually been around for a while. The trick is actually using them in a way that builds value and that augments the company’s strategic imperatives, for more information you can learn more about digital agencies and how the marketers work to get in the market area.

For most of us marketers, we’ve all now attended enough conferences and read such a plethora of articles that we might be lured into thinking that (a) we have a complete vision of what is happening and what needs to be done; or (b) we are completely convinced that the future is confusing and the path to success is entirely obscured.

As much as it’s a constantly changing landscape AND we cannot solve tomorrow’s problems with yesterday’s solutions and mindset, there are two fundamental approaches that will help reinforce your strategy and futureproof your business.

What do you think? Add your thoughts (or any more reasons) in the comments section below.

Craig Hanna
Author: Craig Hanna
Managing Editor at GMA | www.the-gma.com

Craig Hanna is part owner and regular contributor to the GMA. He is also a product manager at Acquia for Site Studio, a low-code platform for building and managing enterprise websites in Drupal 8 (Craig was a co-founder of what was known as Cohesion before its acquisition by Acquia). Previously Craig established the training and consultancy business at www.econsultancy,com (Now part of Centaur Plc) and was responsible for the launch of their US office..

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