Building brand awareness is often easier said than done. This is especially true in B2B marketing, where purchases are high-consideration and customer relationships are long-term.
A mix of different strategies and tactics is needed to connect with audiences, increase traffic and pipeline, and create conversation at scale. One of these strategies is account-based marketing (ABM), which can help demand generation managers lead their teams to build profitable relationships with high-value accounts.
Here are three reasons why demand generation managers should invest in ABM.
ABM ENABLES PERSONALIZATION AT SCALE
A holistic understanding of customers across every channel is table stakes for demand generation teams. Unfortunately, many companies struggle to personalize account engagement across every available channel.
ABM can help. When your customer data is first organized in a customer relationship management tool (CRM), ABM powered by artificial intelligence (AI) can use predictive analytics to identify highly engaged leads and use matching rules to map leads to the right accounts.
When demand generation teams focus their attention on key accounts, it’s often easier for them to personalize engagement and meet buyer expectations.
AI-powered ABM can help them learn more about accounts and leads, identify new prospects, and target accounts that are similar to top customers. These insights make it easier to personalize marketing to new audiences and existing customers on every channel, all at scale.
ABM FACILITATES CROSS-TEAM ALIGNMENT
Marketing, sales, and service teams often operate in silos and don’t share a unified view of target account data. This makes it difficult for demand generation teams to take advantage of intent data to meet the expectations of new and existing buyers.
ABM solves this problem as well. With unified data in a CRM, AI-powered ABM can help all teams align to deliver seamless customer engagements. Everyone has full access to all account data and can see the same engagement trends to identify the kinds of campaigns and content that resonates with different accounts.
Teams can use those insights to inform their own nurture campaigns with customizable, curated, and pre-approved emails. Greater cross-team alignment through ABM lets everyone in your organization make the most of technology investments to better engage buyers at every stage of the customer lifecycle.
ABM PROVIDES CLEAR ROI
Demand generation managers know that the best way to measure marketing ROI is through revenue and retention. The success of too many marketing teams is measured by proxy metrics like marketing qualified leads (MQL), but ABM can help change this.
Through ABM, a unified view of all buyer data and a dedicated understanding of high-value target accounts can give demand generation managers a clear picture of marketing ROI.
With AI-powered insights collected in the company CRM and real-time analytics dashboards, demand generation managers can see how campaigns drive sales and conversions at each stage of the funnel.
When demand generation managers use the unique insights ABM can deliver, they can adjust their KPIs and optimize marketing based on performance — delivering relevant and personalized engagement that buyers really want.