Business buyers have a higher expectation of personalization than the average consumer, according to Salesforce’s State of Marketing Report, but when decision-makers are often groups rather than individuals, it can be tough to personalize marketing efforts.
That’s where account-based marketing tactics come in.
What is account-based marketing?
Account-based marketing (ABM) is a strategic approach where B2B marketing efforts are focused on highly targeted accounts that have been identified as a good fit for the business.
Also known as key account marketing, ABM requires close alignment between marketing and sales to identify and market directly to specific individual organizations.
A whopping 84% of companies say ABM delivers a higher return on investment (ROI) than other types of marketing, according to data from the Information Technology Services Marketing Association.