Benefits of Account Based Marketing (ABM)
Posted: Sat Jan 18, 2025 5:07 am
There are a number of benefits associated with account-based marketing. We’ve compiled the following list of common outcomes that positively impact (all types of) businesses.
1. Keep marketing and sales teams aligned.
Cross-team collaboration and improved communication in any organization are beneficial for growth. In terms of account-based marketing, this transparency and alignment will ensure that your marketing and sales teams are focused on the same goals, stick to the mutually agreed-upon budget, and understand the specific roles of each internal stakeholder.
This alignment helps ensure that all communications, interactions, and content (and more) are consistent for the accounts you work with. Meaning, no matter how long an account has been working with your company, your team members can pick up where others left off at any time and without any hesitation — this creates a seamless and enjoyable customer experience.
The easiest way to maintain internal account-based marketing alignment is with the help of software, like HubSpot, which makes connecting your marketing and sales teams exceptionally easy.
2. Maximize your business’ relevance among high-value accounts.
Account-based marketing requires you to personalize everything (e.g., content, product information, communications, and campaigns) for each account you invest resources in. Through this personalization, your relevance among these accounts is maximized.
This is because your content and interactions are tailored in a way that shows them how your specific products, services, offerings, and team are what they need to solve their challenges and grow better. In other words, ABM allows you to target your business in a way that makes you the most relevant and ideal choice for your target accounts.
3. Generate consistent customer experiences.
Account-based marketing requires you to deliver consistent experiences for your accounts — this plays a major role in your success. A big part of the reason for this is because ABM is a long process that often spans several months or years.
Therefore, for your ABM efforts to be noticeable, you need to maintain a long-term sense of delight among your accounts. This is how you’ll make each account feel like they’re your business’s marketplace — and why would they want to stop doing business with you if that’s their experience?
Delivering these consistent experiences over the long term can feel a little daunting. While this is understandable, the good news is that ABM is a process that naturally encourages you to do so.
Think of it this way: we’ve already discussed how ABM requires Marketing and Sales to be aligned on all things related to each account (e.g., goals, budget, unique needs, your team members, and buying committee).
When there is a universal understanding of these factors within your organization, brazil email list Marketing and Sales (and anyone else involved) will be able to effectively and naturally deliver that sense of consistency across everything they communicate and share with each account (e.g., personalized content, targeted campaigns, pricing and product information, and more).
4. Measure ROI.
With account-based marketing, you can easily measure the return on investment (ROI) for each account you invest resources and time into. This is beneficial because you can confirm whether certain accounts you invested in were a great fit for your business.
You can then nurture and delight those accounts over the long term, as well as identify and target similar accounts in the future. If your ROI proves that ABM tactics worked, use those results as a motivator to drive your strategy, as well as one you can count on to continually improve your results.
5. Streamline the sales cycle.
Depending on your business, industry, and resources, the sales cycle typically looks like this:
1) Capture Leads → 2) Connect → 3) Research → 4) Pitch → 5) Close → 6) Delight
With account-based marketing, this cycle is simplified: by focusing your efforts on specific, high-value accounts, you’ll save time and resources, and spend more time on the stages of the cycle that positively impact your results:
1) Identify target accounts → 2) Pitch to target accounts → 3) Close target accounts → 4) Delight accounts
ABM streamlines your sales cycle by helping you stay efficient. Instead of experimenting with different acquisition tactics and qualifying a large pool of leads, ABM ensures your target accounts are a great fit for your business so you can dive into relationship building quickly.
The closing stage of the sales cycle is also optimized through ABM. That’s because your chances of converting and retaining accounts increase in the long run thanks to marketing and sales alignment, consistent customer experiences, and personalization.
6. Expand business through account relationships.
The saying “quality over quantity” applies to account-based marketing (ABM). The process requires you to invest significant time and resources into engaging and delighting a carefully selected group of high-value accounts, rather than trying to quickly close deals with less qualified leads who may not be the best fit for your company in the long run.
By taking the time to build these trusted relationships with accounts, you’ll expand business by retaining those valuable customers for longer. And considering it costs more to acquire customers than to retain them, this will have a positive impact on your bottom line.
Plus, as a result of personalized, thoughtful, and consistent customer experiences, accounts will become loyal to your business over time, and loyal customers will become your best salespeople, promoters, and brand advocates.
In other words, your accounts will help you expand your business among your networks (e.g., partners, customers) through referrals, word-of-mouth marketing, testimonials, and more.
1. Keep marketing and sales teams aligned.
Cross-team collaboration and improved communication in any organization are beneficial for growth. In terms of account-based marketing, this transparency and alignment will ensure that your marketing and sales teams are focused on the same goals, stick to the mutually agreed-upon budget, and understand the specific roles of each internal stakeholder.
This alignment helps ensure that all communications, interactions, and content (and more) are consistent for the accounts you work with. Meaning, no matter how long an account has been working with your company, your team members can pick up where others left off at any time and without any hesitation — this creates a seamless and enjoyable customer experience.
The easiest way to maintain internal account-based marketing alignment is with the help of software, like HubSpot, which makes connecting your marketing and sales teams exceptionally easy.
2. Maximize your business’ relevance among high-value accounts.
Account-based marketing requires you to personalize everything (e.g., content, product information, communications, and campaigns) for each account you invest resources in. Through this personalization, your relevance among these accounts is maximized.
This is because your content and interactions are tailored in a way that shows them how your specific products, services, offerings, and team are what they need to solve their challenges and grow better. In other words, ABM allows you to target your business in a way that makes you the most relevant and ideal choice for your target accounts.
3. Generate consistent customer experiences.
Account-based marketing requires you to deliver consistent experiences for your accounts — this plays a major role in your success. A big part of the reason for this is because ABM is a long process that often spans several months or years.
Therefore, for your ABM efforts to be noticeable, you need to maintain a long-term sense of delight among your accounts. This is how you’ll make each account feel like they’re your business’s marketplace — and why would they want to stop doing business with you if that’s their experience?
Delivering these consistent experiences over the long term can feel a little daunting. While this is understandable, the good news is that ABM is a process that naturally encourages you to do so.
Think of it this way: we’ve already discussed how ABM requires Marketing and Sales to be aligned on all things related to each account (e.g., goals, budget, unique needs, your team members, and buying committee).
When there is a universal understanding of these factors within your organization, brazil email list Marketing and Sales (and anyone else involved) will be able to effectively and naturally deliver that sense of consistency across everything they communicate and share with each account (e.g., personalized content, targeted campaigns, pricing and product information, and more).
4. Measure ROI.
With account-based marketing, you can easily measure the return on investment (ROI) for each account you invest resources and time into. This is beneficial because you can confirm whether certain accounts you invested in were a great fit for your business.
You can then nurture and delight those accounts over the long term, as well as identify and target similar accounts in the future. If your ROI proves that ABM tactics worked, use those results as a motivator to drive your strategy, as well as one you can count on to continually improve your results.
5. Streamline the sales cycle.
Depending on your business, industry, and resources, the sales cycle typically looks like this:
1) Capture Leads → 2) Connect → 3) Research → 4) Pitch → 5) Close → 6) Delight
With account-based marketing, this cycle is simplified: by focusing your efforts on specific, high-value accounts, you’ll save time and resources, and spend more time on the stages of the cycle that positively impact your results:
1) Identify target accounts → 2) Pitch to target accounts → 3) Close target accounts → 4) Delight accounts
ABM streamlines your sales cycle by helping you stay efficient. Instead of experimenting with different acquisition tactics and qualifying a large pool of leads, ABM ensures your target accounts are a great fit for your business so you can dive into relationship building quickly.
The closing stage of the sales cycle is also optimized through ABM. That’s because your chances of converting and retaining accounts increase in the long run thanks to marketing and sales alignment, consistent customer experiences, and personalization.
6. Expand business through account relationships.
The saying “quality over quantity” applies to account-based marketing (ABM). The process requires you to invest significant time and resources into engaging and delighting a carefully selected group of high-value accounts, rather than trying to quickly close deals with less qualified leads who may not be the best fit for your company in the long run.
By taking the time to build these trusted relationships with accounts, you’ll expand business by retaining those valuable customers for longer. And considering it costs more to acquire customers than to retain them, this will have a positive impact on your bottom line.
Plus, as a result of personalized, thoughtful, and consistent customer experiences, accounts will become loyal to your business over time, and loyal customers will become your best salespeople, promoters, and brand advocates.
In other words, your accounts will help you expand your business among your networks (e.g., partners, customers) through referrals, word-of-mouth marketing, testimonials, and more.