Why Account Based Marketing is Right for B2B
Posted: Sun Feb 02, 2025 5:33 am
The COVID pandemic has permanently changed the way we live in many areas. Closures in many areas of brick-and-mortar retail have made people focus more on online business. While this means a real sales boost for some companies, others, especially in the B2B sector , have to strive to keep up with the accelerated digitization of the buying experience. The digital world is full of competition - and it is a challenge not to get lost in it. In this article, we explain why Account Based Marketing (ABM) is the optimal strategy for B2B companies and may also be the right step for you.
Special features of account-based marketing
In normal B2B marketing, segmentation, personas and targeting are the tools of choice when it comes to finding potential customers who might be interested in your products. Figuratively speaking, this approach is like casting your net in a specific spot in the lake because you know that the fish that are relevant to you are swimming there.
The result: With the help of the net, you pull a large kazakhstan whatsapp data number of fish on board. Now, however, the sorting begins, because the net may not only have picked up fish, but also all sorts of useless fish that were at the bottom of the lake. In the end, few or even no useful fish may have been caught in your net and you have wasted both resources and effort. And in fact, it often happens that people download a white paper or attend a webinar without actually having the slightest interest in your actual product.
Account Based Marketing (ABM) can cleverly get around this problem by tailoring its methodology to individual accounts. This is done by treating each customer as their own market. With the help of individually displayed advertising messages, personalized content and a holistically tailored customer experience, ABM aims to avoid the numerous scatter losses in mass marketing .
This means that in some respects it can be superior to conventional inbound marketing methods .
The increasing focus on online commerce has led to a significant increase in competition in this area. In short, your company is not the only one fishing in the lake. Moreover, many good fishing spots are already taken. That is why it is important to stand out from the crowd and attract the attention of potential customers who actually play an important role for your company. In the B2B segment, two thirds of companies already use personalized marketing in the sense of ABM. Differentiation by company rather than individual people seems to be leading to success: almost 70 percent of organizations using ABM rate the influence of the personalization measures implemented on the conversion rate as "high".
Special features of account-based marketing
In normal B2B marketing, segmentation, personas and targeting are the tools of choice when it comes to finding potential customers who might be interested in your products. Figuratively speaking, this approach is like casting your net in a specific spot in the lake because you know that the fish that are relevant to you are swimming there.
The result: With the help of the net, you pull a large kazakhstan whatsapp data number of fish on board. Now, however, the sorting begins, because the net may not only have picked up fish, but also all sorts of useless fish that were at the bottom of the lake. In the end, few or even no useful fish may have been caught in your net and you have wasted both resources and effort. And in fact, it often happens that people download a white paper or attend a webinar without actually having the slightest interest in your actual product.
Account Based Marketing (ABM) can cleverly get around this problem by tailoring its methodology to individual accounts. This is done by treating each customer as their own market. With the help of individually displayed advertising messages, personalized content and a holistically tailored customer experience, ABM aims to avoid the numerous scatter losses in mass marketing .
This means that in some respects it can be superior to conventional inbound marketing methods .
The increasing focus on online commerce has led to a significant increase in competition in this area. In short, your company is not the only one fishing in the lake. Moreover, many good fishing spots are already taken. That is why it is important to stand out from the crowd and attract the attention of potential customers who actually play an important role for your company. In the B2B segment, two thirds of companies already use personalized marketing in the sense of ABM. Differentiation by company rather than individual people seems to be leading to success: almost 70 percent of organizations using ABM rate the influence of the personalization measures implemented on the conversion rate as "high".