Account-based marketing is, in many ways, the exact opposite of the Inbound Marketing Method. Instead of leveraging a set of broad-reaching programs designed to touch the largest possible number of prospective customers, an ABM strategy focuses marketing and sales resources on a defined set of targeted accounts and employs personalized campaigns designed to resonate with each individual account. With ABM, your marketing message is based on the attributes and needs of the account you’re targeting, hence the name account-based marketing.
Docusign adopted ABM approach which increased their page views from targeted accounts by 300 percent, and led to a 22 percent pipeline growth in their top six industries.
Allows for highly targeted programs with minimal costs.
Allows for highly targeted ads to people you have never interacted with before.
The system is automated, allowing you to set up programs and run them for a period of time with minimal management.
Setting up an ABM tool isn’t as extensive as setting up a marketing automation tool. It does require some basic IP mapping, but does not require extensive integrations to start out.
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