The Hidden Advantage of Account Based Marketing in Sales Cycles
ABM was an obscure approach not long ago, used only by enterprise sales teams targeting large companies. Today ABM is used not only at enterpirse level but also by mid-small size companies. Unlike outbound email or digital marketing, ABM needs you to go all in.
But why would you go all in? In this blog, you will find some solid reasons for this question. Let’s begin
Brings together Sales and Marketing to Achieve a Common Goal
Even though both teams are working towards the same goal, there is a weird tension between the sales and marketing teams that is undesirable. The problem here is:
- Marketing works on attracting the right people while sales take these people off their hands and convert them into customers.
- Sales blame marketing efforts as they believe marketing did not do enough to gather quality leads.
- Marketing people, on the other hand, believe that the sales team did not push enough to convert the leads they gathered with effort.
ABM helps dissolve this issue. In ABM strategy sales and marketing teams collaborate together – for eg. the sales team might engage in demos and presentations while the marketing team might extend for email content. Both teams work parallel than in series towards the same goal which is closing targets. ABM promotes one GTM for both teams. With ABM, B2B companies report a 38% higher sales win rate and 91% larger deal sizes, leading to 24% faster revenue growth.
Extensive and Thoughtful Use Of Resources
Lack of focus on the use of resources has proved to be one of the biggest fallbacks of traditional lead generation efforts. Beyond defined targets and ICP (ideal customer profile), “targeting” is way broader. Here the challenge is:
- Most Ad campaigns, content, and emails reach the audience who fit the buyer persona but do not want to buy right now.
- The marketing effort is not even reaching the decision-makers.
- Spending money is just laying a huge amount blindly into a large hoard.
When working with ABM strategy, KDM’s (key decision makers) are the target from day one. Using ABM tools, one can build account-level data and build a list of multiple stakeholders. Your personalized marketing outreach via LinkedIn InMail or a series of ads via your marketing automation platform, etc in short your ABM efforts reach specific prospects.
Make The Buyer Feel Special With Personalization
Receiving a mail with your name on it definitely makes you wanna open and read it! Personalization has proved to boost CTRs and companies generate as much as 40% more revenue from personalization.
How to achieve ABM personalization?
- Use customer data and ICP (ideal customer profile) to curate content and offers for target accounts.
- Use B2B data segmentation to identify demographics, firmographics, psychographics, etc
- Break target accounts into different tiers like high-value, medium-value, and low-value accounts to optimize resources and maintain a balance between personalization and ABM strategy.
Accelerate Sales Cycle
Why look closely through the sales cycle? It helps:
Higher Efficiency
Focused efforts ensure resources are used optimally.
Stronger Relationships
Personalized outreach builds trust with accounts, fostering long-term partnerships.
Faster Conversions
Precision targeting and engagement with decision-makers speed up the sales process.
Improved ROI
With a focus on high-value accounts, ABM drives measurable results.
Scalable Success
As ABM metrics provide insights, businesses can replicate successful strategies.
What makes your sales cycle longer and more boring?
- If your ABM effort is targeted at enterprise companies, they have large boards/ committees that take more time for decision-making and buying.
To avoid this, you need to:
- Define ICP
- Make a clear and realistic account list using accurate data
- Top it off with third-party intent data
- Use personalized ABM tactics
Partnering with PMG B2B will take these steps off your shoulders with our DataDynamo B2B data solutions!
Have A Future Vision To Maintain Long-Term Customers
Many account-based marketing teams take land and land-and-expand approach that helps nurture an account. ABM helps the customer success manager or account manager nurture and maintain a relationship with the customer after the purchase by:
- Personalizing every account from the start
- Creating data that tells everything about the account
- Segmenting every account gives a rough idea of the future vision
Hence, This has to be one of the most important advantages of those mentioned above. ABM helps build stronger relationships than one would in traditional marketing efforts.
The “Spray and Pray” approach is definitely counterproductive and doesn’t do much. Switching to account based marketing is the best decision you will ever make to streamline sales cycles, improve lead quality, and drive sustainable growth. By aligning sales and marketing, engaging decision-makers, and adapting personalized strategies, ABM ensures businesses achieve measurable results.
At PMG B2B, we specialize in transforming ABM strategies into actionable results. Whether you’re new to ABM or looking to refine your approach, our team is here to help.
Contact us today!
