Account Based Marketing

3 Reasons Why B2B Organizations Should Use Account-Based Marketing

9 minute read

B2B brands often face myriad challenges in marketing. Longer and more complicated sales cycles are common in B2B, as brands must often convince multiple decision makers within the organization and deal with budget restrictions. B2B brands state that finding qualified leads remains their most significant marketing challenge.

Account-based marketing has grown in response to these challenges, with 60 percent of B2B marketers reportedly planning on using it in the upcoming year. Here is what you need to know about the benefits that ABM offers.

What is account-based marketing?

Account-based marketing involves targeting relevant accounts, more likely to be interested in the particular product/service. Standard marketing initiatives typically use strategies that involve reaching out to numerous people at one time. With account-based marketing, on the other hand, the goal is to identify a select group of high-value targets. You then develop a marketing plan specific to these individuals. It is a highly personalized means to engaging with prospects, thus boosting success rates and offering numerous benefits to brands and customers.

What benefits does account-based marketing offer?