Highly Targeted ABM Has a Higher ROI than Many Marketing Initiatives
Oracle Marketing Group’s Account Based Marketing (ABM) is a highly focused business strategy in which a marketing team treats an individual prospect or customer like its very own market. Our marketing team creates content, events, and entire campaigns dedicated to the people associated with that account, rather than the industry as a whole.
As a full-service demand generation agency, OMG provides a comprehensive suite of ABM strategies for achieving your business growth goals by:
- Pinpointing optimal channels
- Developing a strategic plan
- Identifying high-value accounts
- Mapping individual Decision Makers to those accounts
- Defining and creating targeted campaigns
- Executing tactical campaigns
- Measuring and optimizing your results
Six Benefits of Account-Based Marketing
ABM complements the traditional, short-term marketing goal of generating leads with efforts aimed at driving long-term revenue growth.
1. It’s personalized to your audience
Account-based marketing is dedicated to decision-makers within individual organizations, ensuring your marketing campaigns are designed to resonate with specific people.
2. It’s easier to see potential return on investment
One of the biggest challenges marketing departments face is being able to associate certain marketing campaigns with new revenue. But when you’re marketing to specific buyers, at businesses that are clearly defined targets for you, it’s much easier to attribute your marketing campaigns to the revenue it led to.
3. You spend less time on marketing campaigns that don’t yield new business
ABM not only makes sure all your marketing efforts have a return on investment; it also makes sure you’re not spending too much time or too many resources on projects with no clear business value.
4. It shortens the sales cycle
A huge part of marketing is lead generation and part of lead generation is delivering leads to the sales team that often won’t turn into customers. With ABM salespeople are rarely faced with this issue.
ABM generates more qualified leads because the decision makers are more likely to have to want to hear from your sales team. This allows sales staff to spend more time on the ones that will and shortening the time between first phone call and closed sale.
5. It fortifies your relationship with existing clients
Typically, 65% of a company’s business comes from existing customers co customer retention is critically important to your company’s growth. Your sales and customer service teams are at the forefront of this effort, and ABM helps marketing and sales become an equal part of it of that growth.
6. It aligns your sales and marketing teams
The tension between sales and marketing is too often ingrained in businesses: Sales wants better leads, and marketing wants more visibility to the customer so they can improve their strategy. With ABM, both sales and marketing are aligned. Marketing knows exactly who they are marketing to, and sales gets the leads they want and need.
If you’re seeking to evolve your marketing and sales strategy with a focused ABM program, connect with us today.
