We only have to look around the internet to see that it is becoming more and more personalized. For example, Facebook Ads are more targeted than ever, and LinkedIn can deliver jobseekers with the most relevant opportunities instantly. According to a recent report from Accenture, 75% of consumers are more likely to buy from a retailer that recognizes them by name, recommends options based on past purchases, or knows their purchase history.
As a B2B marketer, the ability to personalize, at scale, represents a huge opportunity. If you can deliver the most relevant content assets to each individual at exactly the right time, you’re bound to increase customer acquisition as well as customer loyalty.
That’s where account-based marketing, or ABM, enters the picture. The idea is simple. Instead of casting a wide net and reaching audiences en masse, tailor your marketing tactics to a distinct group of target accounts that your marketing and sales teams agree upon. Here are some compelling stats to inspire you to pursue – or at least take a closer look at – an ABM strategy for your organization.
71% of B2B organizations are using ABM, or are interested in using it
ABM delivers a significant ROI, so B2B organizations are increasingly leveraging it. According to a report from Demandbase and Demand Metric, 71% of B2B organizations were using ABM, interested in adopting an ABM strategy, or testing it.
It is expected that in coming years, the adoption of ABM will increase. According to a study by Terminus, more than 60% of B2B marketers plan to implement ABM within the next year.
97% of marketers believe ABM has higher ROI than other marketing activities
When B2B marketers decide where to focus their efforts, one of the most important things they consider is ROI. How much will the business get back from time, effort, and resources spent on certain activities?
According to a survey by Alterra Group, 97% of marketers say that ABM had higher ROI than other marketing activities. Additionally, nearly 85% of marketers who measure ROI describe ABM as delivering higher returns than any other marketing approach, according to ITSMA.
85% of marketers believe ABM can help improve client relationships
ABM can help build relationships between companies and their clients, as personalized content makes clients feel as though the companies they work with know them. Nearly 85% of marketers said ABM provided significant benefits to retain and expand existing client relationships, according to Marketo.
More than 90% of marketers consider ABM a “must-have”
While 92% of companies recognize the value in ABM, going as far as calling it a B2B marketing must-have, only 20% have had full programs in place for more than one year, according to SiriusDecisions. If you haven’t implemented ABM, you’re not late to the party and you can catch up to competitors and peers very quickly.
60% of marketers say ABM increased overall revenue by at least 10%
Industry trends are nice, but revenue increases are most important to any B2B organization.
It’s been found that when ABM has been in use for at least a year, 60% of users saw a revenue increase of at least 10%, while 19% reported a revenue impact of 30% or greater, according to Demand Metric.
Personalization is a key component of an ABM strategy
In today’s digital ecosystem, personalization matters more than ever. Customers want the companies they work with to get to know them, and offer them the most relevant information and experiences.
- By 2020, smart personalization engines used to recognize customer intent will enable digital businesses to increase their profits by up to 15%, according to Gartner.
- 74% of consumers are frustrated when a website is not personalized, according to Infosys.
- 77% of consumers have chosen, recommended or paid more for a brand that provides a personalized service or experience, according to Forrester.
As a B2B company, your prospects are consumers too. They are increasingly experiencing personalization in their brand interactions as consumers, and they expect the same type of experiences as business buyers. After applying significant effort to capture the attention of buyers at your target accounts with targeted outreach and ads, the last thing you want to do is provide them with the same experience as everyone else on your site. Website personalization can help you create the unique experiences that will engage your target prospects and convert them into leads and customers.
To learn more about how to get started with ABM and the role personalization can play in your ABM strategy, download our eBook Why Website Personalization is the Most Important Part of Your Account-Based Marketing Strategy.