Account-based marketing has been a strategic marketing approach which is based on the goals for specific target accounts. Account-based marketing plays an important role to ensure that organizations are having a timely communication with individual or accounts as markets of one. In fact, you can consider the account based marketing approach as a balanced approach instead of one-to-many approach because it addresses target accounts.
On the other hand, the account based marketing as a method to help the team with engaging earlier in the sales process and align strategic marketing initiatives. The following are the primary reasons why you need to implement the account-based marketing approach in B2B business strategy such as Direct Factory Buys.
Efficient Use of Marketing Resources
You need to understand that marketing is consistently pulled in different directions and as a marketer; therefore, you need to utilize the marketing resources otherwise, your competitors will outperform you. You need to implement account-based marketing to help you in structuring your marketing efforts and the resources on the relevant key accounts.
With the account based marketing initiatives, you will be able to optimize resources that are more valuable such as staff time and money. You will also be able to integrate your sales and marketing efforts and focus on the marketing team that works directly with the sales to the target account. Besides building maximum efficiency with the marketing resources, account-based marketing will build a communication channel so that your organization can have aligned sales.
Personalized Communication
Account-based marketing allows your organization to have personalized communication that engages prospects and relevant customers. Concerning that, the account based marketing strategy will take your organization to another level by developing a convenient channel that will motivate the decision makers.
For instance, your content in the communications channel such as emails will be addressing the customers as an individual to recognize them as potential instead of the generic address. Similarly, the account based marketing strategy will ensure that those target contacts are addresses in the most effective and meaningful way.
Defined Return on Investment
Marketers who have tried the account based marketing approach are reporting a high percentage return on investment in a short period compared to other investment strategies. For the past years, account-based marketing strategy has delivered a high turn-on investment of any marketing initiative in the economy.
This has been possible because of the automation and the software tools used in implementing this strategy. It is therefore critical to measure your marketing strategy to realize the benefits of account-based marketing and know how your contacts are responding to your sales and content.
Enhanced Tracking
When you implement the account-based marketing, you will be able to review the effectiveness of the factors that contribute or do not contribute to the return on investment. Each tactic, event or campaign that you practice in your B2B marketing strategy will be tracked provide you are using the account based marketing strategy. You can use the relevant software for real-time tracking to ensure you achieve the ultimate goal for your marketing organization.
