Marketing has never been more exciting (or more challenging). With sales cycles stretching longer and more companies chasing the same clients, the need for standout personalization is greater than ever. But how do you manage this with tighter budgets, the possibility of a reduced headcount and increasing complexity?
The answer lies in efficient account-based marketing (ABM), the go-to-market strategy that empowers you to go beyond traditional marketing to deliver hyper-personalized, multi-channel experiences that grab attention and drive results. From custom ads to videos and tailored landing pages, ABM helps you connect with decision-makers in ways that feel relevant, engaging and fresh.
In this blog post, we’ll explore 11 of the biggest benefits of account-based marketing and show you how it can help you create smarter, more impactful marketing strategies.
Overview of Account-Based Marketing
When it comes to ABM, it’s all about working smarter, not harder. Instead of chasing every lead, you focus your energy on key accounts that actually move the needle for your business.
Examples of account-based marketing show that you need sales and marketing alignment for success. When these teams collaborate effectively, they can deliver the kind of tailored, multi-channel experiences that decision-makers expect.
The payoff? Deeper relationships with your top accounts, a shorter path to conversion, and better ROI on every campaign.
11 Account-Based Marketing Benefits
According to the 2023 Foundry Account-Based Marketing & Intent Benchmarking Study, 93% of marketers feel their ABM efforts have been either extremely or very successful. Let’s see why.
1. Accelerated Sales Cycle
Research from sales training and coaching business Rain Group found that 43% of sales cycle timelines increased in recent years, while 41% stayed the same and just 16% decreased.
By shifting your focus to a small group of high-value accounts, ABM ensures you can provide the right content to the right people. This relevant and targeted outreach will give you faster responses, quicker decisions, and ultimately, a more efficient sales process.
2. Better Alignment Between Sales and Marketing Teams
Successful ABM strategies are all built on one thing: teamwork. According to Demand Gen’s 2023 ABM Benchmark Survey, 67% of companies that have adopted an ABM strategy say that it’s led to better sales and marketing alignment.
In this model, sales is responsible for pinpointing accounts that are ready to convert and marketing is tasked with creating customized content that speaks directly to those potential buyers. It’s all about building stronger relationships for smoother workflows and higher revenue.
3. Improved Account Prioritization
Foundry’s research shows that ABM enables 91% of marketers to use intent data to prioritize accounts. By digging into rich data and drawing insights, you can prioritize these accounts and align your sales and marketing efforts around them.
This task is made simple when you have a dynamic ABM tool on hand. For example, Userled enables you to build target lists of accounts from your CRM, and audience tools, so that you can identify high-priority accounts and convert them into your pipeline.
4. More Efficient Use of Resources
An ABM strategy is, by nature, intentional. Every step needs to be carefully mapped out to enable your team to concentrate on capturing prize accounts.
The major benefit of all this planning is that it enables your team to use resources—time, budget, and creativity—more efficiently. This is supported by LinkedIn research, which shows that 47% of B2B marketers have seen the power of ABM for making their campaigns more effective with the same budget.
An added bonus is the scalability of ABM. With the right tools in place, it can give you the ability to duplicate your successes and draw even more value out of your initial investment.
5. Data Consolidation
Marketing and sales teams use completely different tools on a day-to-day basis. The upside of this is that your business likely generates a lot of useful data. The downside is that all that data is siloed.
Combining this data helps both teams to get a big-picture view of the overall sales cycle and what makes target accounts move along the pipeline or move away from your product. Both teams are empowered to make smarter decisions and build better strategies.
6. Stronger Customer Relationships
In Hubspot’s The State of Marketing Report, 85% of marketers reported seeing an improvement in their ability to retain customers after implementing an ABM strategy.
Instead of using cookie-cutter methods, ABM tactics allow you to personalize your messages in a way that shows your prospects that you’re not just looking for a quick sale but that you care about solving their challenges and are invested in building a long-term relationship with them.
7. Greater Personalization for Target Accounts
Better personalization equals better profitability. In the Next in Personalization 2021 Report, McKinsey researchers found that companies that show their customers they know them well typically bring 10% to 15% more than those who don’t.
An ABM strategy forces you to focus on your target’s needs, challenges, and goals to properly personalize your content. This makes your outreach feel more relevant and engaging, which increases the chances that you’ll catch their attention and turn them into paying clients.
8. Increased Engagement from Key Accounts
The more relevant and personalized your content, the more likely your target accounts are to respond. In fact, according to DemandBase, 83% of marketers surveyed found that ABM increased their engagement with key accounts.
Engagement goes up because ABM gives you the power to deliver content that your target accounts actually care about. This gives you the ability to make your emails, landing pages, social posts, and other content stand out and spark action.
9. Improved ROI
While getting your ABM strategy off the ground might require a bit of an upfront investment, the payoff is well worth it. In a survey of B2B marketers, Momentum ITSMA found that 81% of respondents’ ABM initiatives outperformed their other marketing investments in terms of ROI.
When your marketing efforts are tailored specifically to the accounts that matter, you’re not wasting time on leads that aren’t a good fit. This leads to a better ROI, with faster closes and a higher likelihood of turning prospects into paying clients.
10. Targeted Growth
Collaboration, in-depth data, and personalization are the three pillars of ABM. Together, they enable you to identify and prioritize marketing to accounts that are most likely to make the jump from prospect to customer.
Investing time in marketing to accounts that are ideal for your business lets you put your energy where it counts most. It’s growth with precision, rather than guesswork, which enables you to scale more effectively.
11. Simplified Processes
By concentrating your efforts on high-value accounts, ABM can increase both your efficiency and effectiveness. It reduces the time and money you’d spend on less-focused campaigns, allowing you to improve your ROI. Plus, you can easily replicate your strategy to scale your outputs and double down on your wins.
All you need to get a successful campaign off the ground is a reliable ABM platform that enables you to analyze data, identify target accounts, and personalize content. It’s marketing that’s faster, smarter and more effective, without the stress of managing it all manually.
How Userled Helps Automate Your ABM Strategy
Userled takes the hassle out of highly personalized B2B marketing by enabling you to easily identify target accounts and create tailored marketing assets that speak to key stakeholders.
Our ABM platform makes it easy to automate your strategy and add a personal touch across all of your marketing outputs, from emails and 1:1 landing pages to adverts and social media posts. All of your content is automatically delivered to the right accounts. Plus, you’ll get live data insights so that you can quickly adjust your strategy and stay on track for the best results.
The Bottom Line
There are plenty of benefits to adopting an ABM strategy. It helps you to achieve strong and sustainable growth, thanks to higher annual account value, customer lifetime value, and spending to ROI.
Whether you’re looking to prioritize accounts more effectively or tailor content at scale, you can dramatically increase your wins and simplify your process by using an ABM platform.
Userled enables you to quickly create hyper-personalized branded assets using AI so that you can start driving engagement and show impact on revenue from day one.
Author
Generated £1.3M pipeline by focusing on UTM parameters personalisation.
Generated £1.3M pipeline by focusing on UTM parameters personalisation.
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