The secret behind successful B2B marketing is engaging a few but extremely knowledgeable and conscious buyers, each with different needs.

Account-based marketing (ABM) is a strategic approach used by marketers to support a defined universe of accounts. It's often deployed to target highly desirable individual accounts.

ABM lets marketers engage those buyers during different stages of the buying process. It also reflects alignment of the sales and marketing objectives and helps to evolve the role of marketing. 

Moreover, marketers can segment the market to the granular (account) level. ABM delivers valuable insights into the accounts that must be targeted and helps marketers devise custom campaigns for each opportunity. ABM also provides a measurable way of evaluating marketing impact beyond demand creation within these accounts.

The Real Value of ABM

Though ABM's importance is well-understood by seasoned marketers, the real value in ABM centers on ROI measurement, a criteria that varies depending on the type of account shortlisted for ABM activity.

For example, different ROI measurement criteria will be established for accounts where a company has significant market share and the primary strategy is to protect "turf" or incumbency, compared to the accounts where market share is low and the primary marketing objective is to significantly scale up revenues by charting new territories.

Here's how ABM can be in those two different cases.

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image of Paresh Vankar

Paresh Vankar is global head of Marketing for HCL Technologies, an IT services provider to many blue-chip companies.

LinkedIn: Paresh Vankar