The Guide to ABM: Should You Be Using It?

The Guide to ABM: Should You Be Using It?

Modern B2B sales organizations have access to an abundance of advanced metrics, thanks to Google Analytics and other tools. This has allowed businesses to ditch old-school marketing practices and implement more efficient philosophies. 

B2B companies can now optimize their resource allocation and produce tailor-made advertising content that resonates with high-profile accounts.

Perhaps the most popular strategy for using all of this data is known as account-based marketing (ABM). B2B vendors that have successfully implemented ABM have experienced a higher return on investment (ROI) and better brand loyalty. 

Some companies have created their own ABM strategies, while others have put their trust in an account-based marketing agency, like Insights ABM.

Insights ABM is an innovative team of strategists, web designers, and creatives. Our goal is to help businesses of all sizes reach their true potential. That is why our experts created this ABM guide. Read on to learn more about ABM and whether it is the right strategy for your business.

Call Your Shots with ABM

Before you can determine whether ABM is right for your business, it is important to understand what it is and why it works so well. Unlike traditional B2B advertising, account-based marketing allows you to call your own shots.

ABM is designed to target individual B2B accounts instead of casting a wide net across the world wide web. 

For instance, your current B2B marketing strategy may be focused on all businesses that have fewer than 200 staff members. With ABM, you would narrow your focus to high-value accounts in a specific niche, like medium-sized eCommerce clothing sites.

When you’re planning an ABM strategy, you must first identify your ideal account. Which companies will benefit the most from your software, service, or product? What businesses have the budget to purchase your service?

The biggest draw of ABM is that you know exactly who your target is, which means that you can create custom content to appeal to that business. After all, ABM is all about building lasting relationships with high-value accounts.

What Problems Does ABM Solve?

Now that you know what ABM is, it is important to understand how it can serve your business. ABM solves certain inherent problems that exist with traditional B2B marketing strategies. Specifically, it addresses the slow and prolonged sales process that is common in B2B marketing.

Unlike consumer sales, B2B marketing relies on incremental progress with potential partners. You are not going to close a deal with a single message. Instead, you must foster a relationship of mutual trust and win over the purchasing team of a potential B2B account.

Purchasing teams are going to be more receptive to your marketing messages if the content is created specifically for them. 

Highlight common challenges that the prospective B2B client is encountering. Make sure to bring the content full circle to demonstrate the ways that your product will solve the client’s problems. 

Leveraging ABM targeting effectively will allow you to shorten the sales funnel and improve conversion rates.

Is ABM Right For Your Business?

ABM is right for any business that is not achieving the desired results through traditional B2B marketing strategies. 

However, implementing a winning ABM strategy requires:

  • Resources
  • Buy-in
  • Data analysis

Companies that half-heartedly transition to ABM will be met with uninspiring results. If you truly want to get the most out of your ABM campaign, you must be willing to commit adequate resources and encourage employee buy-in. 

Once your program is up and running, you’ll also need to continually analyze the latest data and make adjustments as needed along the way.

A Top-Tier Account-Based Marketing Agency in Dallas

Does ABM sound like a good fit for your company? Are you ready to grow your brand, acquire high-performing B2B accounts, and make your online presence stand out?

If this sounds exciting, then it is time to contact the premier account-based marketing agency in Dallas. The team at Insights ABM can oversee the implementation of your ABM campaign and open the door to unprecedented growth! Schedule your free consultation today and let us help you grow your business.

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.