Account-based marketing is more than a simple buzzword being thrown around by talking heads in the world of marketing today. Businesses that are ignoring it or not yet paying attention to the growth benefits it represents do so at their own expense. It is becoming as ingrained in the modern marketing lexicon as phrases like:
- Buyer Persona
- Marketing funnel
- Customer journey
- Bounce rate
- Call to action (CTA)
- A/B testing
But, how can account-based marketing help your business grow?
What Problem does ABM Solve?
Seasoned marketers know that marketing often boils down to presenting solutions to customers needs, desires, or problems. So, the question becomes, what problems does account-based marketing solutions for your business marketing efforts?
You are going to love it. It’s the one problem marketers have been surprisingly unable to solve before now, “interruption.”
Most marketing efforts, be it phone calls, emails, television or radio commercials, or even magazine advertisements, interrupt what the person is doing to present the advertisement or deliver the marketing message.
You are far more likely to engage your audience when you’re not interrupting their normal routines or preferred activities and that is how account-based marketing works.
How does Account Based Marketing Address the Problem?
Again, it does come back to addressing the problems, pain points, or needs of your customer by presenting relevant content in their moments of need. The account-based marketing approach shifts focus from large quantities of leads to highly targeted leads that are far more responsive to the marketing message you have to share.
How much so? One account-based marketing case study conducted by Terminus reports impressive results that include 59 percent increases in open rates, 29 percent increases in reply rates, and 28 percent increases in the numbers of opportunities the marketing efforts generated.
Another case study conducted by Terminus reports equally impressive results for Pramata who experienced massive reductions in customer acquisition costs, to the tune of 60 percent.
What can Account-Based Marketing Mean for You?
Practically every business can benefit from adopting an account based marketing approach as long as you have effective buyer personas and “ideal customer” profiles for your business. The better you know your customers and what motivates them to buy, the more successful your ABM efforts will be.
Are you ready to enjoy the impressive results numerous case studies have revealed are possible with effective account-based marketing? Contact us today to learn more about what ABM is and how it can help you grow your business in the coming year and beyond.