Entrepreneur article: Why Account-based Marketing Isn't Going Away

by WarriorForum.com Administrator
4 replies
A new Entrepreneur article says with the speed at which things change, marketers need an agile strategy to keep up. The suggestion here is that the account-based marketing way is the only way - COVID-19 or not. Many of you will find this interesting.



There are some valid points here. The article says:

"In 2019, George Debb, managing partner at Red Rocket Ventures, extolled the virtues of account-based marketing, writing, "If you are not using ABM marketing techniques today, you probably should reassess your entire B2B sales and marketing strategy and execution efforts."
We're a year on from that statement, and it rings true. It's been a crazy several months, and lots of things have changed - especially the way we meet and do business. Yet, if anything, the statement Debb made is even more valid after an extraordinary health crisis than it was before. The author says account-based marketing aligns teams, keeping both sales and marketing on the same page. That's because teams share information about customers, have common goals, and communicate more openly.

Using limited resources more wisely

Although marketing budgets have been widely cut back- globally during the COVID-19 pandemic - the author says marketers can operate more efficiently using account-based marketing. We're told that 84% of companies employing an account-based system report higher returns on investment. The idea here is that account-based campaigns are more dynamic too, which marketing teams need now more than ever - because the world turns fast and conditions are a lot more volatile than usual. We're told that account-based marketing is also a better way of staying connected when we can't physically meet. It's easier to tailor content to the stage a client relationship has reached - ad to adjust campaigns when things change out there in the world.
#accountbased #article #entrepreneur #isn’t #marketing
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  • Profile picture of the author SalimSheikh
    Great information!!
    THANKS
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  • Profile picture of the author Jason Kanigan
    I didn't realize ABM was about to go away. These headlines...

    But the idea that "one size fits all" is ridiculous. "It worked for us, so everybody should use it" is dumb. Prescriptive solutions of this type are not magic bullets.

    AMB has a powerful place in my industry: decision makers are busy and watchful of their time. The chance to get in front of them with a crafted opinion or tech piece that speaks to their specific interests is incredibly valuable. That can get engagement and a discussion going in a way that "Hi how are ya"s in LI messenger cannot.

    But it's not a solution for everyone. And you can do the alignment thing between departments (which admittedly IS a serious problem in many organizations) through other means than only ABM.
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    • Profile picture of the author Jeffery
      Originally Posted by Jason Kanigan View Post

      I didn't realize ABM was about to go away. These headlines...

      But the idea that "one size fits all" is ridiculous. "It worked for us, so everybody should use it" is dumb. Prescriptive solutions of this type are not magic bullets.

      AMB has a powerful place in my industry: decision makers are busy and watchful of their time. The chance to get in front of them with a crafted opinion or tech piece that speaks to their specific interests is incredibly valuable. That can get engagement and a discussion going in a way that "Hi how are ya"s in LI messenger cannot.

      But it's not a solution for everyone. And you can do the alignment thing between departments (which admittedly IS a serious problem in many organizations) through other means than only ABM.
      Jason, online wise would you equate ABM to Target Marketing? Me, I do.
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      In the minute it took me to write this post.. someone died of Covid 19. RIP.
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  • Profile picture of the author Medon
    Originally Posted by WarriorForum.com View Post

    A new Entrepreneur article says with the speed at which things change, marketers need an agile strategy to keep up. The suggestion here is that the account-based marketing way is the only way - COVID-19 or not. Many of you will find this interesting.



    There are some valid points here. The article says:



    We're a year on from that statement, and it rings true. It's been a crazy several months, and lots of things have changed - especially the way we meet and do business. Yet, if anything, the statement Debb made is even more valid after an extraordinary health crisis than it was before. The author says account-based marketing aligns teams, keeping both sales and marketing on the same page. That's because teams share information about customers, have common goals, and communicate more openly.

    Using limited resources more wisely

    Although marketing budgets have been widely cut back- globally during the COVID-19 pandemic - the author says marketers can operate more efficiently using account-based marketing. We're told that 84% of companies employing an account-based system report higher returns on investment. The idea here is that account-based campaigns are more dynamic too, which marketing teams need now more than ever - because the world turns fast and conditions are a lot more volatile than usual. We're told that account-based marketing is also a better way of staying connected when we can't physically meet. It's easier to tailor content to the stage a client relationship has reached - ad to adjust campaigns when things change out there in the world.
    When you align the marketing and the sales team, you utilize resouces efficiently. It allows the two teams to colaborate and that explain why the ROI is high. It is something that seams to be working.
    {{ DiscussionBoard.errors[11624950].message }}
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