How to make ABM the ROI Tool for your B2B Business

ABM (Account Based Marketing) is one of the most effective ways for generating ROI. But are you sure that the ABM activities that you plan to undertake can give you the revenue you expect? Unfortunately not all ABM accounts perform well. The reasons are plenty and if you know what to focus upon, you can almost always get ABM right.

Analysis, monitoring, research and content assets that support ABM efforts can get you the desired results. But there are other factors too that you can focus upon to get the most out of ABM. This blog discusses some insights that can show you a way to optimize ABM.

Here is a mix of features of ABM-

• High probability of generating results
• Narrowed down leads for better conversion
• Personalized attention for better results
• Brings sales and marketing teams together for better collaboration
• Enhance sales and ROI

So what should one do differently to optimize ABM processes and plans for better ROI?

Tap in more decision-makers, for better results-

Though ABM is a focused activity, within an organization there can be multiple decision-makers. Targeting is not just about one decision-maker today. Focusing and targeting multiple decision-makers can increase your chances of ABM success.

Every organization may have multiple decision makers. Therefore the success of your strategy does not solely rest in the hands of one decision-maker. Each influencer or decision maker may have his own say, expertise and opinions and all these factors can determine decision making.

Target to perfection-

Since ABM is all about narrowing down the focus and dedicating efforts to a specific account, its best that you select the right account. You need to be clear about the following parameters-

• Define company size and location
• Probable opportunities
• Yearly revenue
• Type of business
• Stake holders and the decision makers
• Target age, target geography of their audience
• Stake holders’ expertise and their strengths

There are several factors that define the right target for you. All you need to do is know your target audience well. Accordingly create a design and clear pathways with a strong strategy to target the account and manage it well. Any undefined territory might waste your other efforts. There are many things that are entwined and interdependent when it comes to ABM. Hence, taking a comprehensive view and analysis of all the parameters can help you win through ABM.

Content is King-

Today, as we all know, content is king. This trend is not limited to certain sectors or industries but is applicable to any and all sections of the market. When it comes to lead generation, content can be considered as one of the most precious tools to augment sales and the same goes for ABM.

But the thing about content is that it needs to be marketed well and one needs to choose the right channel to use it to one’s advantage. For ABM one needs to know the likes and preferences of the target audience or company, the insights that they might like to read, the subject matter expertise and the social media platforms that they are active on. Providing content assets after aligning it with these factors can create huge impact and create better results for your ABM campaign.

Conclusion-

ABM is trending and its value is only going to increase day by day. Marketers have realized that ABM has the prowess to enhance ROI and help businesses to grow. Hence, the right efforts in the right direction can bring you the desired results.