As Balter said, this so-called ABM is helpful especially to marketers trying to reach multiple buyers within the same company, or those considered large accounts which are more likely to give more opportunities for business within that certain oeganization. If this is you business target or goal, account-based marketing list down several benefits for you.
- More Personalized
Account-based marketing is generally for decision makers within the same organization of salespeople. As it is, then it ensures that your marketing campaigns should have resonated to these specific group of people.
It should be difficult for marketing campaigns that focused to a wider audience to make its user, reader or viewer feels that their individual priorities are achieved. But that’s okay; the bigger the target market, the more same type of audience that you need to help. ABM concept doesn’t help you to have a huge audience to generate leads from, but it is able to allow you to have your message personalized to a very intimate group of people.
2. So easy to get your ROI
While we cannot deny the fact that attribution is one of the biggest hurdles among marketing departments. But being able to connect to certain level of marketing concepts with new revenue, is always a welcome development in marketing, right? So when you are marketing to buyers, for a business you have already established relationship with, its much, much more easier to attribute your marketing to certain revenue it can lead to.
Okay, to give you an example, you spent $500 for a certain industry-level markting campaign approximately for three months, and you focused your target audience to small businesses in the Boston area. After three months, there is good news that follow from that camapaign because the sales department were able to close eight new accounts – each of the account worth $1,000 – amazingly two of those new accounts are from Boston area.
With our given example, it’s easy to say that your campaign expenses of $500 is able to successfully generate $2,000 in new business. However, sans attribution reports, you cannot easily distinguished. But in ABM, you are very clear where your marketing dollars are spent including the money gained after the campaign is ended. This gives your team more confidence in your marketing, thus encouraging them to help you with a lot of resources to do what you are capable of doing.