The best B2B marketing strategies are those that deliver the best ROI—especially when there’s economic uncertainty (oh hi, 2022). And ABM or account-based marketing is a go-to strategy for companies looking to maximize ROI. In fact, 72% of companies in ITSMA’s latest benchmark study reported greater ROI from ABM than any other type of marketing.

Research shows companies that implement ABM experience increases in key marketing (and sales!) areas … we’re talking improved conversion rates throughout the funnel, increased web traffic, and improved advertising and email performance. And then on the sales side, companies reported higher win rates, faster sales cycles, and increased deal sizes when leveraging ABM strategies. Sounds fantastic, yeah?

So how do you tap into your account-based marketing potential? Let’s first cover what ABM is and what it is not. Account-based marketing strategies target a relatively small group of high-value accounts that have a lot of potential for growth. (When you think ABM, think extreme customization, personalization, and relationship building.) When done right, your ABM strategies will lead to envy-inducing audience engagement, plentiful conversions, dream-level customer loyalty, and—yep—that sweet, sweet ROI. As far as what ABM is NOT? Well, it’s not easy. No phoning it in allowed. 

Now that you know that ABM can provide favorable ROI, plus increases in other key marketing and sales metrics, you’re probably wondering how you can ensure your ABM strategies are as effective as possible. 

Follow the tips in our helpful guide to getting account-based marketing right:

• Tip 1: ABM requires a synergy between sales and marketing teams. This is not necessarily easy—we know! But cross-team collaboration is so crucial for ABM success because no matter who your high-value client is communicating with on your team and no matter where they are in the sales funnel, the experience must be consistent. (And, bonus, this sales/marketing synergy will benefit your company beyond your account-based marketing efforts.)
• Tip 2: Once your sales and marketing teams are aligned, research and identify agreed-upon high-value accounts. It’s important to spend the time here to really nail it. You’re going to need to dive deep into each potential account to discover whether it would be a mutually good fit. Consider the company’s values and compare them to your company’s values. You’re looking for long-term relationships here, not one-night stands.
• Tip 3: After you have your high-value target accounts identified, it’s time to go get ‘em. Figure out who within each company is making decisions and who is influencing those decisions, plus how best to contact or get in front of these key stakeholders. Determine what each company’s main pain points are and base your pitches/campaigns/content around solving those problems. Then, execute!    
• Tip 4: Track and measure your results. This way, you can not only determine ROI but also continue to optimize your AMB strategies. It may be more work upfront to go after those select few accounts with the level of personalization and attention to detail that ABM requires, but when it works, it really works. 

For more ABM tips, check out this episode of the Served NEAT podcast. Or, if you’re ready to get started with account-based marketing, fill out our intake form!