ABM vs. Traditional Marketing: What’s the Difference?
What is ABM vs. traditional marketing? Account-based marketing is a highly targeted, data-driven approach to B2B marketing that focuses on specific accounts and their unique needs. Unlike traditional marketing strategies that aim to reach a broad audience, ABM services are designed to provide personalized experiences to each individual account, with the goal of building stronger customer relationships and driving higher returns on investment (ROI).
“ABM is not a tool or software, it’s a strategy. It’s marketing and sales at an account level, tracking and pulling data so you can create a piece of content that specifically speaks to that person.”
Eva Marie Guido, Digital Marketing Strategist at Blennd
How Account Based Marketing Services Make an Impact
In a cookie-free world, many marketers are struggling to maintain the conversion rates they had back when third-party data was easily accessible. Hyper-targeted advertising was lower-risk and lower-cost. When it went away, many businesses’ marketing strategies lost momentum. Now, ABM puts more power back in the hands of marketers, by narrowing the focus and hand-selecting the right people to reach. According to Gartner Research,
“Over the past 10 years, scalable revenue growth has been driven by inbound volume and velocity models. For many companies, however, their inbound, volume and velocity models have peaked, and they must now pursue targeted, account-based models to drive growth.”
By focusing efforts on a select group of high-value accounts, rather than a broad audience segment, ABM redirects efforts toward the individuals who are most likely to convert. Forward thinking marketers now leverage customer intelligence data and market research to create highly personalized and relevant content for each individual prospect. The result? Improved return on investment, increased brand loyalty, and stronger relationships with your target accounts. It’s a more effective and efficient way to reach and engage with ideal clients.
Benefits of Account Based Marketing Services
At Blennd, we build innovative, data-driven digital marketing strategies. As your partner, our team develops personalized, effective ABM solutions that reach your target audiences to achieve better business growth. Get a breakdown of the benefits below:
- Enhance Your Tech Stack
- Align Marketing with Sales
- Targeted Research
- Choose the Right Channel
- Optimize Your Strategy and Budget
- Make More Accurate Predictions
- Work With Ideal Audiences
Enhance Your Tech Stack
The key to acquiring high-quality, account-based data is advanced customer intelligence tools. These tools, like DemandScience, ZoomInfo, or Drift allow you to gather and analyze large amounts of data on your target accounts, including demographic information, buying behaviors, and previous interactions with your brand. By using this data, you can create a detailed profile of each prospect and develop a more informed marketing strategy. Then, these customer intelligence tools can help you measure the success of your ABM campaigns, allowing you to make data-driven decisions and optimize your strategies over time.
Align Marketing with Sales
One of the major benefits of account-based marketing services is the close alignment between marketing and sales teams. With ABM, these teams finally work together to develop a comprehensive understanding of each target account, including their needs, goals, and buying behaviors. This collaboration allows you to create a more seamless customer experience, from the initial interaction to closing the sale. Plus, aligning efforts between these teams ensures your messaging remains consistent across all touchpoints.
Gather in-depth insights into each account, including their pain points, decision-making processes, and preferred methods of communication. Targeted ABM research results in a comprehensive list of your ideal accounts with a breakdown of who they are and what they want. By using this information, you can create highly targeted marketing campaigns that resonate with each individual prospect, increasing the chances of converting them into customers. That in-depth market research helps you stay ahead of the competition.
Choose the Right Channel
This is your opportunity present the most relevant products and services to each individual account you target in the most effective manner. ABM strategies empower businesses to identify which offerings each account is most likely to be interested in, and tailor messaging and channels accordingly. It can include everything from email campaigns and landing pages to white papers and case studies.
An ABM landing page can drive a target to a customized page on your site that speaks to their brand by name and lists the specific offerings they need most. These highly personalized moments with your prospects build stronger customer relationships and drive higher conversion rates. According to Garner Research,
“Web personalization allows organizations to dynamically present custom content to target accounts in real time. For example, if an unknown insurance employee visits the website and that employee’s company is on the target account list, that user is shown a site tile offering a live product demonstration tailored to the business.”
Optimize Your Strategy and Budget
Optimize your overall marketing strategy so all your efforts advance your business goals. Account-based marketing services can help you target your content and messaging to the right people at the right time, making sure that your efforts (and budget) are not wasted on individuals who are not interested in your products or services. Your team can also access game-changing insights using customer intelligence tools to identify new business opportunities and unlock targets in untapped markets.
Make More Accurate Predictions
ABM services can also help you make more accurate business predictions by using customer intelligence data and market research. This can help you predict future opportunities and challenges, as well as plan for changes in the market. For example, if you predict that a specific market is likely to experience growth in the coming years, ABM can help you position your products and services accordingly, increasing your chances of success. Accurate business predictions can also help you make informed decisions about product development, marketing strategies, and resource allocation.
Work with Ideal Audiences
ABM services allow you to hand-select key decision makers, rather than relying on broad audience segments. This approach allows you to focus your marketing efforts on the accounts you’ve always wanted to work with – increasing the efficiency of campaigns and empowering you to move your business in the best direction. One of the best ways to establish your brand as thought leaders and experts in your industry is presenting highly targeted, relevant solutions to those high-value accounts. By providing valuable insights to the specific challenges and pain points they face, you can increase brand awareness for decision makers that could transform your business.
Account-Based Marketing Services: Get More from Your Marketing
From enhancing your tech stack with customer intelligence tools, to personalizing your content to your audience, ABM services offer tons of benefits that can help you achieve your business goals and succeed in a competitive market. Whether you are looking to increase brand loyalty, expand your business, or drive higher return, ABM services are a valuable investment for any B2B marketer.
Get Started with Account-Based Marketing Services at Blennd
If you're ready to take your B2B marketing efforts to the next level, Blennd can help. Our team of experienced digital marketing experts help you achieve your business goals, from enhancing your tech stack with customer intelligence tools, to personalizing your content to your ideal audience.
Get in touch with Blennd today see about how account-based marketing services can take your strategy to the next level.