Account based marketing (ABM) is a powerful tool in any marketer’s tool belt, especially if your annual contract value (ACV) is high and relative number of opportunities in your market are low or you are in a niche market.
This hyper-personalized marketing approach requires tight cooperation between marketing and sales in the pursuit of selling to target accounts, so it is important that every team member involved has a common understanding of what ABM is and the tools and techniques needed to ensure ABM success.
In 2023 ABM is identified as the #1 priority among B2B marketers. In 2022 an average of 28% of B2B marketing budgets were dedicated to ABM, and that number was projected to rise to 32% of marketing budgets in 2023. Why? Because business impact with ABM is so high. According to the 2022 Benchmark Study by Momentum ITSMA and the ABM Leadership Alliance, ABM drove active engagement with targeted accounts to 90% (compared to an average of 16% for most inbound-alone strategies), sales pipelines grew 84%, and revenues grew 77% with 72% higher ROI (you can see the report here). With those numbers, it's no surprise that B2B leaders are targeting ABM as their primary marketing strategy for 2023 and beyond.
Werx.Marketing will set you up for ABM success. We are certified ABM practitioners, with deep knowledge creating ABM strategies, leading clients to sales and marketing team alignment, developing Ideal Customer Profiles (ICP) and Customer Journeys, and designing ABM Playbooks. We can also set you up with the technology you need to deliver highly-targeted and optimally automated ABM programs.