What Is Account-Based Marketing? ABM Gaining Ground in 2020

PART 1 OF 2

Businessmen and marketers are now glad with this new marketing strategy called account-based marketing

Well, this is really cool. The industry is going to welcome this new development this year 2020. Based on what I’ve heard, people are now trying to understand about this so-called account-based marketing (ABM). Correct me if I am wrong but at least 60 percent of companies plan to launch ABM campaigns in their businesses this year. However, as far as my friends are concerned, only very few understood this new concept. Most of the people who plan to launch this concept doesn’t even know about account-based marketing. A huge part of it is actually the problems of companies who have failed to align their sales and marketing departments, and this happen to many organizations. The sad part is that only 22 percent of these companies believe their sales and marketing departments will meet around the same objectives.

However, this may sound ridiculous guys but account-based marketing including its recent successes, is something we can traced back to the very alignment in sales and marketing. And we know very well that ABM is highly useable. That’s if you know where you should start. But okay, you don’t need to worry as we are here to help you understand about account-based marketing.

What is account-based marketing?

ABM is a type of a marketing concept so highly focused with a marketing team that treats individual prospect or customer like its very own market. With this concept, the marketing team is free to make strategies such as events and other contents highly dedicated to everyone involved in the entire campaigns, as well as those associated in that account, rather than involving the whole industry, for that matter.

In simpler context, account-based marketing is really just a marketing that is targetted on a targetted customer, whether existing or still prospective. Consider this as a market of one. This concept is usually done by those known as enterprise-level organizations of sales people. The good thing is: It is mostly beneficial to B2B efforts (business-to-business)

Now you may ask, why is ABM considered critical to B2B? Well, it should be – simply because ABM is specifically very useful to organizations with a lot of stakeholders or what we call multiple buyers. In fact, according to Sam Balter, a senior marekting manager at Hubspot, is that part of its goal “is really to address the very important needs of an organization by way of connecting all its stakeholders within the concept. The very reason why this concept really works in B2B – as usually in this strategy, you have to work hand in hand with five or more stakeholders in a given sale.”

Account-based Marketing Benefits

And let’s put it this way, ABM should not supersede your usual industry-level marketing practices. You only use account-based marketing as a supplement to your bigger digital strategy…TO BE CONTINUED