Account-based marketing has achieved a breakthrough. B2B marketers are getting tangible results and those who haven’t started using it yet plan to do so.
Why not? The concept uses the best marketing tactics to create highly relevant campaigns with a positive impact on financial results.
Forrester defines account-based marketing (ABM) as “a strategy in which marketing and sales are obsessed with seeking, building and developing a strong long-term income relationship with specific customer accounts”
Strategic marketing and sales research had to be relevant and assess the right buyer at the right time through the right channel. What has changed are the tools that these teams can now use to measure and measure the operational value generated for their organizations. With these legacy technologies, B2B marketers can achieve exactly the type of results their executives want: significant pipeline improvements, greater average company size and conversion rate, as well as greater cross-selling and sales opportunities.
Now that the ABM case is clear, the only question remains: where should marketers invest to fully optimize their efforts?
How measurement demonstrates and improves the value of your ABM: a free webinar
Are you making the most of your account-based marketing strategy as you expected? Can you measure the success or effort to prove the effectiveness and ROI of ABM and its efforts? You can overcome these common measurement challenges and increase your ability to demonstrate performance.
Although ABM is just at the beginning of the maturity curve, it won’t be long before marketers discover the need to upgrade their assets to the measurement functionality of complete ABM platforms. After programs go through one or two full sales cycles and expand to a wide variety of digital and analog channels, many marketers are looking for better ways to combine early engagement points with closed revenue.
Contact details and link to target accounts. Data connectivity is critical to improving the target account’s priority account, especially when you want to collect contact information and track engagement. However, most marketers are unaware of the many technologies and back-end processes that can duplicate these activities and charge the same results over and over again.
Monitor and optimize campaigns across multiple channels. Not all ABM activities are covered by digital advertising. In fact, B2B marketers engage their audience through a variety of online and offline channels, including renowned TV, field marketing, targeted research, and even direct mail, which can be a valuable way to break the confusion due to its novelty.
Manage and monitor data and privacy management. Maintaining the privacy of contact information is very important for B2B organizations. In a world where the boundaries between B2B and B2C marketing are increasingly blurred, applying a strict management policy in relation to the use of contact data – for example, in different silos within a company – is a must. People expect all types of brands to respect people’s privacy preferences and work actively to build trust.
Measurement and optimization are more important than ever, especially in the face of an unstable economic environment. Every dollar counts in a crisis, but according to the new survey, almost a third of marketers plan to increase their investments in B2B marketing solutions in the next year.
Plan an account-focused future now. B2B marketers can break out of this recession with ABM programs that provide a strong ROI for companies, considering a complete B2B measurement solution that can help fill capacity gaps and more clearly demonstrate the value of their marketing efforts.