Why B2B Marketers Love ABM
ABM can be used to take into account the fact that purchasing decisions in B2B companies are made in buying centers. The target persona as a central factor in the development of a marketing strategy is consequently losing importance compared to the ideal customer profile.
Target accounts and contacts are proactively identified and contacted. The B2B provider stands out from the crowd by consistently addressing the customer. Scatter losses such as in inbound marketing are avoided. This makes ABM campaigns one of the most efficient marketing approaches [see study below].
Setting up individual campaigns for potential peru phone number list customers is a high effort and associated risk for B2B companies. This approach is currently only becoming established for B2B companies whose target accounts consist of a few large customers with a high potential contribution margin. Many B2B providers are still hesitant to introduce it, although the risks are significantly lower with one-to-few or one-to-many ABM.
An important success factor for successful ABM is the collaboration between marketing and sales. In particular, the point in time at which sales takes over must be defined. Other important points to clarify are how many decision-makers are contacted per account, how they are contacted and when. The changed collaboration represents a challenge that requires not only suitable tools and structures but also acceptance.
Isn’t this just well-targeted inbound marketing or key account management?
Inbound marketing is focused on generating leads and therefore initially pursues a quantitative goal. The leads are then qualified in the lead management process and some of the leads are converted into customers. This process is often represented using the funnel.