Drive Business Growth with Account Based Marketing

Growing is a strong force. Growth is essential to a company's long-term survival because it acts as a catalyst for raising sales, boosting profitability, and, ultimately, becoming a source of funding for investments, hiring more employees, and acquiring new assets.

The goal of growing the market is something that all growth strategies have in common. Account-based marketing (ABM), which unites teams behind a core group of strategic accounts with the aim of strengthening relationships, changing attitudes, and generating revenue, has been heralded as the answer to the inadequacies of traditional sales and marketing initiatives over the past years.

What comes next for the category as ABM gains momentum, and how can B2B marketerscontinue to use account-based marketing to drive business growth? Here are my three key findings:

Finding #1:

Re-evaluate the kickoff between sales and marketing. Later in the purchasing process, marketing needs to play a considerably bigger role. marketers Sales representatives and executives are unable to speak with all stakeholders due to the growth in buying teams. Consider it more like a game of football or ice hockey when sales and marketing must pass back and forth down the field to achieve a victory and boost account growth.

Finding #2:

Integrate digital channels with human interactions. The only way to engage potential customers in the digital age, where there is more competition for attention and a glut of digital channels, is by preparing tailored, human-like digital conversations. These missing pieces are frequently more reliable and efficient.

Finding #3:

Pay equal attention to demand generation and demand conversion. Although buyers are considerably more sophisticated, purchasing processes are changing significantly as customers must manage their own decision-making processes, reach a consensus, and justify their choices at every stage. Putting the additional effort to help customers through the buying cycle will reap rewards in terms of sales velocity.

Conclusion

Don't be lured to adopt ABM as a catchphrase. The focus of account-based marketing has always been on the B2B sales that are important to your company. Therefore, put your attention on how you can help your consumers succeed rather than debating about terminology or branding strategies.