Account-Based Marketing: 4 Tips for Better Close Rates
Prospecting is all about creating conversations that will ultimately lead to bigger sales. Yet B2B marketers often cast a very wide net, trying to grab the attention of buyers within a multichannel marketing paradigm that has shifted significantly in recent years. You may pick off some low hanging fruit, but then what? The answer may be Account-Based Marketing (ABM).
Account-based marketing has quickly emerged as an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market, using highly personalized campaigns designed to resonate with each account. In other words, high-value accounts or prospects are identified as units of one, and key stakeholders are targeted through creation of personas that identify their specific needs.
The big buzz around ABM is that it delivers much higher ROI compared to traditional marketing tools. Indeed, according to the Information Technology Services Marketing Association (ITSMA), more than three-quarters of B2B marketers say ABM is either “important” or “very important” to their marketing strategy; 44 percent say that ABM is now their top marketing priority.
If thinking about implementing ABM to help drive sales efforts, here are four steps that should lead to more successful campaigns and a higher close rate.