Account Based Marketing, is now, the most sought-after way to align sales organization and marketing operations with a goal to drive holistic account interactions that yield higher returns.

It’s the next generation of B2B marketing automation. According to Demandbase, “ABM is the process of identifying the companies most likely to buy, and then marketing to them. B2B companies understandably want to focus their marketing dollars on accounts with the highest potential to deliver sustainable revenue.”

Better Relationships & Higher ROI

Marketers that adopt account-based strategies are more successful and more competitive than their peers who market to individuals. According to Alterra Group, 84% of marketers find that ABM provides significant benefits for retaining and expanding existing client relationships, and 97% say that it delivers a higher ROI than other marketing methods. This approach lets marketers treat prospect accounts as one target, rather than a number of individual people. With ABM, marketing data can guide sales strategies, improve prospecting, and increase conversions with more accurate targeting and segmentation across the organization.

Data Informs the Experience

Prospects have different needs as they interact with companies at different stages in their buying cycle. It begins with awareness and education as they explore topics that resonate with their needs. Successful ABM embraces an end-to-end view across this journey and across all channels. With data and analytics, marketers begin to better understand both the individual and the entire account to create a personalized customer journey for each stakeholder at the same company.

One of the main benefits of ABM is the level of insights marketing can provide to sales. According to Gartner, “Account-based marketing builds on a foundation of robust data collection and analysis and the use of predictive analytics to identify expansion opportunities from within an existing customer base.”

SABERNI’s unique outside-in perspective and engagement model