All B2B marketers need effective tools to bring their sales teams qualified leads and create awareness for their products and services. Go to market strategies are designed to reach a mass audience, but Account Based Marketing (ABM) is a strategic relationship building initiative and often more useful to B2B marketers. ABM focuses your resources on targeted accounts with campaigns specific to the customers’ specific needs and leverages highly personalized language. By continuously collecting data on potential customers and delivering personalized messaging these accounts are more likely to deliver more revenue or deliver a strategic goal. ABM is not a volume game; ABM is focused on a targeted group of high-value customers. We’ve helped many of our clients realize these four benefits from ABM:

1. Focused Sales Marketing Strategy

There are so many accounts out there, and I’m sure your company has line of sight to the few that have the most revenue potential. With ABM, your sales team can develop a personalized message for the account it would like to penetrate. The marketing is focused and tailored to that specific customer and their specific needs. Do your research and dig into what the customer cares about, and create a customized experience using collected data to make it seem more focused on them. One example of how we do this is by using marketing automation to create a customized landing page and email campaign.

2. Less Waste and Less Risk

When you use ABM you are likely to incur much less waste and risk than a more generalized go-to-market strategy. While ABM may seem like a narrow approach, it is a highly scalable tool if you have the right marketing automation in place to support the strategy. Marketing automation allows your marketing team to do more and learn more about each account without adding more account managers. Less waste means when your targeting specific accounts your marketing budgets will stretch much further and your opportunity to deliver accounts with more revenue potential will increase. Also, when your sales and marketing teams are more closely aligned, there is less risk involved. ABM gives sales and marketing the same account knowledge and helps the teams unlock the full potential of each account.

3. Highly Personalized

Everyone likes to feel like someone cares about their wants and needs. The same is true for your customers. When they feel like you truly understand what they need (and can give it to them) they are more compelled to work with you. Accounts are constantly pinged with emails and phone calls, but many of them are generalized. Through ABM, your company can deliver a potential customer something unique and targeted, making them feel like you understand their specific desires, and can deliver what you promise. We’ve even gone as far to use a “sniper approach” – researching specific individual decision makers and targeting that one person at the account who can make the difference for our client. By collecting data on the particular account, you can focus your message to contain exactly what the account wants to hear.

4. Better Return on Investment

The Information Technology Services Marketing Association’s online survey reveals that over 80% of marketers measuring ROI find ABM tactics outperform other marketing initiatives. Your company makes more money by generating more gains on the initial investment; by spending less money on marketing, you’re making more profit on all the revenue that comes in from your new account or in account growth. When you are doing it right, ABM is customized by each account and specific individuals within the account. The ROI is high because you are gathering data at each step, you are able to score account data and target individuals with exactly what they need. For B2B marketers, it’s this account knowledge that brings the win.

ABM is a very effective strategy for B2B marketers. With greater account focus, more personalization, less waste, and better ROI – what’s keeping you from using ABM?