Account-based Marketing: The Big Rock for B2B organizations

On Apr 4, 2017 7:31:00 AM

In Marketing Enablement

Saher Ghattas

Saher Ghattas

Chief Revenue officer

Companies that spend less on their marketing programs and generate better and bigger deals using a super-targeted approach to inbound marketing are using an approach that you might have heard about—account based marketing.

I have been blessed to be working with IT solutions company with a complex solution, and a finite market. I learned first-hand just how account-based marketing works.

They recently completed a campaign that cost $50,000. This account-based marketing effort was laser focused on ideal prospects (right size and right criteria); and the right role (targets with the right titles). The company only reached out to organizations that could be high-value clients.

That means they did not waste effort on a scattershot approach. Their time and money was applied to generating leads that paid off, and included extensive nurturing across multiple buying cycles.

Guess how much a traditional, less focused approach that involved reaching out to everyone in the market would have cost? More than 3X as much, costing around $170,000.

If you are still struggling with the same old issues marketing and sales has struggled with for years consider the following comparisons between traditional marketing and account-based marketing.

Vanity Metrics vs. Target Account influence. Lots of phone calls and emails are not better. What really counts is meaningful, personalized engagement with the folks in a position to buy.

More Leads. vs. Better Leads. It is the age old quantity/quality issue. Sales really do need fewer leads—as long as they are highly qualified. Otherwise, all the leads are wasted.

Satisfied Customers vs. Raving Fans. ABM is not about one-off deals, but forging the strong relationships that last past the close.

Small Deals vs. Big Deals. It is the enterprise deals that count. Smaller accounts can be a distraction both before and after the sale.

Silos vs. Alignment. When sales and marketing work together to drive revenue (and that needs a process ) everybody benefits—the prospect/client, the team members, and the organization as a whole.

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We are an Inbound Growth Agency focused on B2B organizations. We are unique in our approach because we go deeper into your marketing strategy and your sales process end to end. We will help you set revenue goals, increase traffic, and generate qualified leads.

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