Why Companies are Turning to ABM Now, and You Should Too

As a B2B marketer, can you relate to the following challenges?

  • Maximizing the effectiveness of your (small) team
  • Justifying your use of budget in a market downturn
  • Getting higher win rates and shortening your sales cycle
  • Seeing down-funnel results of your programs fast

Why Companies are Turning to ABM Now, and You Should Too

ABM is a tried-and-proven way to help your business become more efficient in uncertain times and beyond. Why? Here are some of the best reasons to implement ABM now:

ABM delivers higher ROI

With an account-based focus, you’ll be able to target specific accounts with the highest fit, intent, and engagement to help drive revenue fast. And this hyper-focused approach optimizes both employee resources and demand gen budget. According to the Sirius Decisions 2019 Account-Based Marketing Guide, over 80% of ABM users report a higher win rate for ABM accounts. 


In other words, ABM initiatives outperform other marketing investments’ ROI. For example, when Dialpad introduced a new product offering, their Senior Demand Gen Manager wanted to target the specific accounts most likely to buy that product. By leveraging ABM and the capabilities of RollWorks Account-Based Advertising, Dialpad saw 52% of deals closed faster and 3.25x ROI. Those results may not have been possible without a laser focus on the highest value accounts.

ABM has big wins, even for small businesses

In a challenging B2B marketing landscape, ABM is a strategy savvy small businesses both need and increasingly embrace. And more and more small businesses are leveraging 1:many ABM campaigns to supersize their results, without supersizing their team. Auditoria’s small but mighty marketing team was able to reach 93% of their 15,000 target account lists by focusing on a core subset of 100-150 companies at a time. Beyond targeting high-priority accounts, Auditoria also saw a 208% increase in the number of accounts from their TAL engaging with their brand.

ABM keeps you ahead of the competition 

With an account-based strategy, you'll have a greater chance of capturing demand before your competition does. With this type of insight, you'll get to know your customer behavior and intentions best to create more effective digital ads and overall messaging that both resonates with best-fit accounts and beats the competition.

ABM works in as little as 90 days 

Unlike it’s slow and cumbersome reputation, ABM can deliver fast results. Once you’ve defined your ABM strategy and set up your campaigns ABM can deliver value in as little as 90 days. 


Within only 3 months of their first ABM initiative, BlackBaud saw 4x larger sales opportunities using ABM by focusing on the singular goal of using targeted display ads to increase the number of engaged target accounts. Blackbaud’s digital marketing team lead Sam Kuehnle said, “Thanks to [BlackBaud’s] new targeting abilities — we don’t have to throw out 20 messages and hope that one lands. We can mention the specific pain points we know you're going through and how we can help you.” 

Learn how to navigate the “Great Marketing Adaptation,” to embrace your next best action.

 

About the Author

Caroline Van Dyke, Content Lead

Caroline is a B2B marketer with a knack for building start-up content strategies from scratch. With a passion for crafting the right message at the right time (and a good pun), she leads content for real marketers by telling their real stories. In the rare case she's not busy writing, you can find her consuming true crime podcasts, stand-up specials, and copious amounts of cheese.

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