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The Rise of Account-Based Marketing

Traditional marketing is dying.

I know, I know. There are a million think-pieces that have been saying the same thing for years, but there is a kernel of truth to it. Did you know only 18% of television ads generate a positive ROI? Even just 15 years ago, the thought that television commercials would perform so poorly was almost unthinkable, and now it’s just a fact of doing business. Look at your own life—do you actively watch commercials? Or do you mute ads, answer emails on your phone, scroll through Facebook, and do anything in your power to not pay attention to them?

Even entertainment tastes are changing. The hours people spend online absolutely dwarf the amount they put into traditional forms of entertainment like television or books. Large audiences are becoming increasingly harder to reach.

This dramatic shift in audience habits is forcing advertisers to adapt, and is reflected in the absolute surge of digital advertising. Google and Facebook control over 60% of all digital marketing, serving people personalized ads every time they do a Google search or post a status update. And that same level of personalization has moved from general audiences to businesses. B2B companies are now bombarded with ads and offers desperate for their business, to the point that if your ad doesn’t speak directly to them, it’s gone with a flick of a finger.

Despite all of this, many companies are lagging behind. For instance, only 11% of emails are optimized for mobile, despite that fact that 49% of emails are read on a smartphone, and that number will only continue to increase.

The point is that traditional marketing techniques are becoming less useful across every medium, and to survive, your business needs to adapt. That’s why you need Account-Based Marketing.

The Benefits of Account-Based Marketing

Account-Based Marketing is a move away from hunting the largest crowds towards finding the absolute best matches for your business, and going after them with a highly targeted campaign. If traditional marketing was going after leads with a shotgun, this is using a sniper rifle.

Account-Based Marketing is incredibly helpful for B2B companies, and in particular, companies that have a limited marketing budget. The two biggest reasons are:

ABM is Less Costly vs. Traditional Marketing

Because traditional marketing revolves around trying to reach the most people, costs can add up quickly. Account-Based Marketing is the exact opposite. Because you’re going after a much more direct target, ABM typically has a much higher ROI. 85% of marketers say that ABM outperforms other marketing investments, and companies who implement ABM strategies typically see a 171% increase in annual contract value. The bottom line: It pays to be more targeted in your outreach.