ABM: The Wonder of B2B Sales and Marketing

It would be right if one said that ABM (Account Based Marketing) blurs the boundaries between sales and marketing. In fact; it is a means to more collaborative and comprehensive sales and marketing efforts for better business outcomes for the B2B marketers. No wonder everyone today is embracing this wonder of the sales and marketing world.

Instead of having a massive wide funnel; ABM is all about narrowing the funnel down and making it more specific and more focused for guaranteed results. It’s one of the most personalized forms of B2B marketing and rightly so. With ABM done right, you have a hyper-targeted funnel with the best and most potential leads that can be easily converted. Such is the power of ABM and companies are now leveraging its incredible potential.

So why does ABM become or rather have become so important for B2B companies; let us find out:

Leads, leads and more leads:

Generating leads has been a major challenge for B2B. According to the research by Forrester; less than 1 percentage of leads can actually gather revenue. Naturally marketers are keen on inventing and practicing better ways and methodologies that will bring more leads.

With ABM, marketers are getting the precise results and they no longer have to rely on traditional methods of marketing. Business owners have now realized the power of Account Based Marketing and therefore are keener on investing in ABM activities that can guarantee and yield results, increasing revenues like never before.

The Collaboration:

For years the conflict between the sales and marketing teams has been infamous for hampering business at the end of the day. It’s crucial that both the teams are on the same page as it has the power to impact even the ROI of the company. Breaking down traditional silos between sales and marketing is essential and also for a more cohesive and collaborative work structure. Most companies have come to realize the enormous power and energy of a more collaborative work structure and ABM does just that! ABM is proving to be the binding factor for both sales and marketing functions.

Need for new Tactics:

Old, traditional marketing and sales gimmicks no longer work in favor of the new competitive market of B2B. It in fact calls for constant innovative practices that align with new business objectives and that fit into today’s customer expectations.

Along with content marketing and demand generation tactics; now there is ABM in its best form to help marketers with more focused efforts and achieve faster results. Traditional inbound marketing has its limitations; but ABM is something else. It facilitates a more personalized, focused scope for marketing and nurturing the prospects for longer and more robust customer relationships.

Conclusion:

ABM is quickly gaining popularity across industries and verticals due to the sheer results that it is bringing in. Most importantly it’s proving to be one of the most workable techniques that can get more leads and good leads for the B2B marketers. Account Based Marketing is one of the in-things in B2B marketing landscape today and there’s no denying its promising results for all industries. ABM is here to stay and it’s therefore best to adopt something that would work for your business.