Implementing ABM comes with an array of benefits you’ll see very quickly. Here are some of the key benefits of using ABM in your sales and marketing programs.
Accomplishes More Productive Prospecting
It’s frustrating to feel that you’re wasting time trying to reach unqualified leads. Not every customer is the right fit for your business, especially when you operate in a niche field like finance, healthcare, or technology.
With ABM, you can conduct more productive prospecting and stop spending time on leads that won’t result in revenue. Improve lead generation and strengthen your conversion rate, then build strong bonds with these valuable clients.
Creates Strong Revenue and Visible ROI
ABM brings a dramatic improvement in profitability due to more effective revenue operations. Because your efforts are focused on revenue and relationships, it becomes easier to confirm that your campaigns are productive.
For 90% of companies, new business generation is the #1 goal of their ABM strategies. If your company has high expectations for finding a return on investment (ROI) for sales and marketing campaigns, ABM is an excellent approach.
Delivers More Targeted Messaging
How effective is your social media messaging? Do your campaigns resonate with your best prospects and highest-value account holders? Are you sure? ABM allows you to fine-tune your messaging and target specific customer groups.
Aligns Sales and Marketing
One of the most important benefits of ABM is that it aligns your sales and marketing efforts to focus on the same goals within the same budget. Your internal stakeholders see a more consistent strategy, and your customers benefit from this heightened alignment.
All communications, from internal emails to public relations efforts, have greater uniformity. Anyone who interacts with your brand feels you’re responding helpfully with a unified voice.
Prioritizes High-Value Customers
Personalization sets you apart from your competitors. Your highest-value customers want to feel that you are paying attention to them individually and meeting their unique needs. This is where ABM shines.
Content and interactions can be personalized to provide the right information at the right moments. Adjust your offerings to provide the ideal options at key points and assist your customers in a way that feels tailored to their desires.
Adds Consistency to the Customer Experience
Prompt and personalized service helps your customers trust you and continue feeling loyalty toward your brand. Over time, they’ll feel consistency from your company that encourages them to keep doing business with you.
Please keep in mind that a key success strategy with ABM is to ensure all of your team members are aligned around the same goals. Everyone, from your sales and marketing employees to your outside partnerships, should be trained on the right ways to interact with your ABM clients.
Streamlines and Speeds Up Your Sales Cycle
Ordinarily, the sales cycle takes a meandering path. Prospects begin to research their options and take small steps toward connecting with potential resources. Ideally, they’ll eventually move toward the closing or buying stage and feel delighted with your services.
ABM streamlines this sales cycle by allowing you to focus on key accounts and accelerating the process. Instead of waiting for the early stages to happen, you can jump ahead to connecting, closing, and delighting. Claim revenue faster and avoid wasting time and resources.
Builds Loyalty Through Quality
While traditional sales and marketing often focus on the quantity of new leads, ABM puts the focus on quality. Your highest-quality leads gain additional attention that pays off in stronger relationships and financial performance.
Keep customers longer because they genuinely feel more seen and appreciative. You’re helping them solve their problems and accomplish important things in their lives. As a result, you’ll see improvements in things like customer referrals, testimonials, social media comments, online ratings, word-of-mouth marketing, and more.
Fuses Market Data With Sales Intelligence
Your company constantly gathers valuable sales information, but is it put to good use? With ABM, you get more out of your market data and sales intelligence.
Use it to execute more campaigns quickly and ensure they’re as effective as possible. Track your metrics and gain insights to refine and optimize your ABM approach.
Common ABM metrics include:
- Revenue won
- Won accounts
- Revenue per account
- Number of pipelines
- Account engagement
