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You Know You Need to Up Your ABM Game in 2018 – But Do You Know Why?

Part One

January 8, 2018 / Barbara Winters, VP of Marketing HG Data

We’re a week into 2018 – are you still working on those New Year’s resolutions? You’re no doubt committed to the account-based marketing (ABM) resolutions we shared with you in our new infographic last week. As you settle into starting or improving your ABM program this year, we’re here to help you achieve success.

According to SiriusDecisions, 92 percent of B2B marketers worldwide consider ABM “extremely” or “very” important to their overall marketing efforts.

Successful account-based marketing (ABM) strategies are based on knowing your customer. ABM is defined as marketing to a tightly controlled audience of companies that are pre-qualified. ABM replaces or augments a mass market approach so that sales teams spend more time engaging with prospects and can be more effective because they know better what the customer’s needs are.

While marketing and selling to a much smaller, targeted list may sound scary if you haven’t yet implemented ABM, most marketers agree on its impact.

In fact, 97 percent of marketers said ABM had higher ROI than other marketing activities, according to a survey by Alterra Group. Furthermore, Demandbase reported that when ABM has been in use for at least a year, 60 percent of users reported a revenue increase of at least 10 percent, and 19 percent reported a revenue impact of 30 percent or greater.

And according to SiriusDecisions, 84 percent of B2B marketers believe that ABM provides significant benefits for retaining and expanding current client relationships. Finally, MarketingProfs reported companies with ABM in place generate 208% more revenue for their marketing efforts.

With these stats in mind, it’s clear that ABM can have a great impact for your organization’s sales and marketing teams in 2018.  However, without the right data, your ABM program won’t go far.

In our next blog post, we’ll take a look at the data components required for your ABM programs, including demographics, firmographics, intent data, and, of course, technographics which is where account selection begins.

Links to 5-part ABM Resolutions for Success Blog Series

> Part 1 – Make the Decision to Start ABM in 2018 – Here’s Why

> Part 2Begin with the Right Data

> Part 3Focus on Acquiring Complete & Accurate Data

> Part 4Use Personas, Propensity to Buy Models & Micro Messaging to Boost Your Results

> Part 5Measure & Refine Your ABM Program Throughout the Year


Download the Infographic

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