Account-Based Marketing (ABM) focuses on targeting specific accounts that are most valuable to drive revenue, emphasizing personalized messaging and collaboration between sales and marketing teams. This strategy enhances efficiency, reduces waste, shortens sales cycles, and improves ROI by concentrating on accounts likely to convert. Overall, ABM aims to increase engagement with key prospects and tailor marketing efforts to meet their distinct needs.

1. WHAT IS ACCOUNT BASED MARKETING (ABM)?

3. IT’S EASIER AND EASIER
TO TUNE OUT MASS
MARKETING (EMAILS,
TEXTS, AND ADS)

4. ONE MESSAGE FOR EVERYONE NO LONGER WORKS…
YOU NEED TO STEP UP YOUR GAME

5. YOU’RE LIKELY ATTRACTING THE WRONG AUDIENCE
of B2B website visitors are
not potential customers
of website visitors bounce
without interaction after 1
page
82%
60%

6. SO HOW CAN YOU CHANGE THIS?

7. ABM IS ONE WAY MARKETERS ARE IMPROVING THEIR
PROSPECT TARGETING

8. WHAT IS ABM?
ACCOUNT BASED MARKETING (ABM):
 MARKETING TO ACCOUNTS/PROSPECTS MOST VALUABLE OR LIKELY TO DRIVE REVENUE
 TARGETING DEFINED, KEY ACCOUNTS THAT ARE STRATEGICALLY IMPORTANT
 PERSONALIZING MESSAGING AND MARKETING EFFORTS TO RESONATE WITH ACCOUNTS

9. ABM TRADITIONAL MARKETING
ABM IS HIGHLY TARGETED
ABM DETERMINES WHICH PROSPECTS/CUSTOMERS
ARE MOST VALUABLE AND DEVELOPS PROGRAMS TO
TARGET THEM SPECIFICALLY
ABM FOCUSES ON ACCOUNTS – NOT MARKETS
CONTENT AND CAMPAIGNS ARE PERSONALIZED AND
OPTIMIZED BASED ON ACCOUNT NEEDS
ABM TARGETS BOTH CUSTOMERS AND PROSPECTS
CAMPAIGNS BRING IN NEW CUSTOMERS AND
OPPORTUNITIES TO GROW CURRENT ACCOUNTS
(E.G., UPSELL OR CROSS SELL)

10. SO… GIVE ME THE REASONS
IT WORKS….

11. 1
PROVIDES A STRONG ALIGNMENT BETWEEN SALES AND
MARKETING
By focusing on accounts vs. leads – marketing and sales speak the same
language:
• There is a common goal
• The teams work together to close more accounts
• Resources are used efficiently to focus entirely on the customer
• Conversions increases because every touchpoint is personalized for
the customer
Average annual revenue growth
of organizations with aligned
sales and marketing teams
32%
of ABM users report their sales
and marketing teams are mostly
or completely aligned
70%

12. 2 INCREASES EFFICIENCY AND REVENUE
ABM helps you focus on the most valuable accounts or ones most likely
to generate revenue
Once you’ve identified the accounts that generate the most revenue,
you can fuel your sales funnel with similar deals.
Look at your customer history, sales feedback, account lists and profiles,
buyer behaviors, etc. to identify these accounts
of those who have employed
ABM for at least a year attribute
revenue increase to its use
60%

13. 3 REDUCES WASTE
Rather than spending budget on customers and
impressions that don’t turn into sales, ABM focuses on
specific, valuable accounts that improve your ROI
of marketers say ABM
outperforms other marketing
investments
80%

14. 4 SHORTENS THE SALES CYCLE
You can eliminate unqualified buyers right away.
By avoiding time waste on the wrong accounts and focuses on the “right
ones” more likely to buy, you’ll shorten the sales cycle

15. 5 QUALIFIES LEADS THROUGH PERSONALIZED MESSAGING
ABM enables you to qualify and target leads before marketing to them
• Map your content to buyer personas and the buying stages of the
funnel
• Personalize your messaging to them based upon their needs and pains
of respondents agree that
increasing engagement with
target accounts is the #1 benefit
of ABM
83%
of consumers say they feel
better about a company that
delivers custom content, and are
more likely to buy from that
company
61%

16. 6 DELIVERS THE HIGHEST ROI
“Nearly all B2B solution providers that measure Account Based
Marketing (ABM) ROI find that ABM delivers higher ROI than other
marketing initiatives.”
- ITSMA Study

17. 7 ENABLES TRACKING AND OPTIMIZATION
Since ABM creates highly segmented and targeted campaigns, it is
easier to analyze data and optimize as needed
of respondents report ABM is a
key driver of marketing success
96%

18. 18 © 2015 Amanda Calhoun. All rights reserved.
Now that you know about the benefits, are you
ready to implement an effective ABM strategy?
Reach out for more information:

19. THANK YOU!
Resources:
http://rachelklausner.com/portfolio-post/account-based-marketing-infographic/
http://www.slideshare.net/DrifttHQ/what-is-account-based-marketing
http://www.leandatainc.com/uncategorized/the-new-state-of-account-based-marketing
http://www.visualistan.com/2016/01/9-reasons-to-try-an-account-based-marketing-strategy.html
http://www.itsma.com/research/account-based-marketing-and-roi-building-the-case-for-investment/
http://blog.marketo.com/2015/09/what-is-account-based-marketing-abm-and-is-it-right-for-you.html