Thank you to Chief Marketer for sharing our guest contributed article.
More companies are considering an account based marketing (ABM) approach, and for good reason. A opens in a new window2019 survey by Digital Kungfu revealed that 47 percent of information communication technology companies have been successfully using ABM for at least a year. Further, 85 percent of marketers reported a higher return on investment with this approach over other marketing initiatives.
When ABM is driven by strong data, and it absolutely should be, the rewards can be huge. According to the “ opens in a new window2018 ABM Benchmark Studyopens PDF file ” by ITSMA and the ABM Leadership Alliance, 45 percent of business leaders are seeing double the return on ABM compared to other efforts. However, it requires testing, learning and pivoting your approach. That steady stream of leads coming from demand gen efforts can keep business moving along while you hone your ABM approach.
To be successful with ABM, you have to practice patience. It’s about quality, not quantity. Your success will depend on a strong strategy.