While ABM is a powerful and potent strategy that can deliver high ROI, streamline long sales cycles, and help build strong customer relationships, it's not always the best fit for every business or situation.
In this article, we'll tell you when to use Account Marketing in B2B and when not to, and we'll share the three types of ABM and when we recommend implementing them.
Do you want to discover the key elements for telegram number database implementing a successful Account Based Marketing strategy? Click here and download a free, comprehensive guide to help you cement your B2B marketing efforts.
When applying Account Based Marketing in B2B is always the right strategy
When to apply Account Based Marketing in B2B
ABM is a strategy primarily recommended for companies whose target audience is other companies. This is because Account-Based Marketing helps optimize key processes in this sector and better address certain pain points.
For example, ABM is very useful for developing highly personalized campaigns , which is often essential in the B2B sector because it requires addressing the very specific needs and pain points of each potential customer. On the other hand, ABM is also useful in B2B strategies because it fosters collaboration between marketing and sales (which is so important in this industry in most cases) and because it facilitates ROI measurement.
However, not all B2B businesses need to implement this strategy. Below, we share with you the B2B companies where we recommend developing ABM.
Account-Based Marketing for businesses with complex sales
If your B2B company wants to reach customers whose purchasing decisions involve multiple stakeholders, thus lengthening the entire process, ABM will help you make communication much more direct and coordinated to accelerate the entire sales cycle and increase your closing rates .
High-value sales
If each of your sales will generate a significant profit margin, or if you're looking to achieve a high customer lifetime value, an ABM strategy is also highly recommended, as it facilitates retention, cross-selling, and customer satisfaction.
Market with very specific potential customers
If you operate in a niche where the number of potential customers is small and well-defined, Account-Based Marketing will allow you to focus your marketing and sales efforts in a more targeted and personalized way, increasing your conversion rates.
Sectors where customization is key
If you work in a sector where the solutions or products you offer are complex and must be tailored to each client's needs (such as the technology sector), it's essential that you develop hyper-personalized strategies that resonate with each client so they choose you over the competition. An ABM strategy will allow you to develop this personalization.
