According to HubSpot, 67% of businesses leverage account-based marketing (ABM).
A myth circulating in the marketing world supports the claim that adopting ABM means sacrificing many of the traditional marketing metrics, such as form fills or leads.
However, with the right approach, leads can fit into your ABM strategy. Incorporating lead metrics into your ABM program is actually a good marketing tool—if used properly.
When evaluating the transition to ABM, focusing on target account leads is a safe start. It is not advisable to completely transform your go-to-market teams from lead-based to account-based, but rather start small.
More exactly, ensure that your ABM program:
- Aligns sales and marketing teams to attract leads and measure progress
- Leverages data and predictive analytics to target account prospects
- Crafts personalized content for each account through outbound campaigns
Surprisingly or not, the most common ABM challenge, according to HubSpot, is providing a personalized customer experience. The needs and demands of the modern consumer have evolved, forcing brands to transform their approach to marketing.
When you’re able to personalize each campaign to the desires and needs of a specific prospect, they already begin to feel like a valued customer.
By highly investing in personalization tools and strategies, businesses can take the next step towards the golden goal of ABM: turning customers into advocates.
When your current customers help you acquire new customers, ABM comes full circle.
What is a good lead in the current B2B landscape?
Definitely not merely a form fill. In the digital era, people can engage with a brand through numerous channels. This is particularly useful for businesses that want to optimize their levels of marketing personalization. Tracking channel engagement metrics accurately allows brands to connect with their audience more efficiently.
By narrowing marketing focus to the ideal customer profile, ABM instantly filters out unqualified leads—this requires a deprioritization of the gross acquisition of leads, a shift in the traditional marketing mindset.
There’s no doubt that account-based marketing approaches are on the top of the list when it comes to customer engagement boosting tools. According to Marketo, 85% of marketers revealed that shifting to an ABM strategy has been of great benefit in retaining and expanding their current client base.
What are your thoughts regarding account-based marketing?
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