10/04/2024

How to Harness the Power of Account-based Marketing

You even can do this with limited resources

In today's fiercely competitive B2B landscape, account-based marketing (known as ABM) has become a game-changer, allowing innovative companies to focus their marketing efforts on high-value accounts rather than only targeting a broad audience. ABM is a strategy centered on your marketing and sales teams collaborating to identify and engage with specific target accounts, creating highly personalized campaigns to drive conversions and revenue.

For entrepreneurs at emerging and brands alike, ABM offers an opportunity to focus attention on the target accounts you are best equipped to serve. A 2023 report by Gartner found that effective ABM strategies can increase pipeline conversion rates by as much as 14 percent.

Here's the problem most leaders face with ABM: Traditional approaches emphasize expensive tech stacks and campaigns that only play the long game — which are often doomed to fail in environments that champion quick wins or a change in direction. The good news? With a "scrappy" strategy, even businesses with limited resources can harness the power of ABM to grow faster and smarter.

Please select this link to read the complete article from Entrepreneur.