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How ABM Platforms Improve Marketing ROI

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Steve Hanson
How ABM Platforms Improve Marketing ROI

How ABM Platforms Improve Marketing ROI



As a marketing professional, your priority is to ensure that your budget is being wisely invested and that your marketing campaigns are generating a return on investment (ROI). With a plethora of channels and tactics available, especially in the digital space, it can be challenging to determine whether you are reaching the right audience with the right message, resulting in the expected ROI.



The traditional “spray and pray” approach to marketing is no longer sustainable. In today's ever-evolving B2B landscape, it's crucial to implement targeting strategies that can tailor marketing efforts to individual accounts and decision-makers. In this article, we'll explore how ABM platforms like the popular SASS company "Propensity" can help improve marketing ROI drastically by leveraging advanced targeting strategies.



Targeting Strategies



The foundation of any successful marketing campaign begins with identifying the right audience. In the past, the approach was to cast a wide net and hope for the best. However, this approach has become outdated, given the amount of data available to marketers across various channels.



Marketers have access to vast amounts of data, from website interactions to social media engagements. By analyzing this data, you can gain insights into who your ideal audience is, what topics they're interested in, and their pain points. This information can help tailor your messaging and will be reflected in your campaigns' performance.



But, what if your goal is to target specific accounts and decision-makers with precision? This is where ABM platforms come into play.



ABM Platforms



ABM or Account-Based Marketing is a strategic marketing approach that focuses on targeting specific accounts and decision-makers instead of a broader audience. ABM platforms are tools designed to help you execute this strategy effectively. They can help you identify target accounts, and their buying committees, and generate personalized campaigns tailored to each targeted account’s needs and interests – all while measuring performance and providing insights for improvement.



ABM platforms employ various targeting strategies to help improve marketing ROI. Here are the top targeting strategies commonly used by ABM platforms:



Account Segmentation



ABM platforms use various data points to segment accounts based on various criteria— using firmographic data, technographic data, or a combination of both. ABM platforms can help segment target accounts based on their industry, company size, location, revenue, etc. By categorizing accounts in this way, you can create personalized campaigns that speak directly to their unique challenges and interests.



Intent Data



Intent data is the behavioral data collected from a company’s digital interactions. ABM platforms use intent data to identify accounts that may be researching a particular product or service. This insight helps marketers prioritize accounts that show buying intent and deliver relevant content to nudge them toward taking action.



Website Personalization



ABM platforms provide website personalization tools that allow you to tailor website content to specific visitors. By understanding the visitors’ account, job title, and first-party intent data, you can personalize website content, images, and language; and even show targeted ads to ensure their journey is highly personalized.



Dynamic Content



Different decision-makers within a target account may have different pain points. ABM platforms allow you to create dynamic content that tailor-fits each decision-makers needs and interests, even if they are part of the same account.



Marketing ROI



Once you have identified your ideal audience using ABM platforms, the next step is executing campaigns that deliver. Here's how ABM platforms help improve marketing ROI:



Increased Efficiency



With ABM, you're no longer spending resources on trying to attract a large number of general leads. You're targeting specific accounts that have high intent to buy. This hyper-focusing on your marketing efforts means you're becoming much more efficient. With less time and resources spent marketing to the wrong people, your marketing ROI will increase.



Shorter Sales Cycles



With ABM, it's easier to create personalized campaigns for specific accounts. By delivering personalized messages addressing individuals’ pain points, you can nurture relationships and create trust with decision-makers. This familiarity and trust mean that sales cycles will be shorter and easier.



Higher Engagement Rates



When a campaign is personalized, it creates a stronger connection with your audience. ABM platforms deliver highly targeted campaigns, making the messaging more relevant to the intended audience and leading to higher engagement rates. Higher engagement rates mean that your campaigns will generate higher ROI.



Conclusion



ABM platforms are transforming the way B2B marketing teams operate and execute campaigns. By employing advanced targeting strategies, ABM platforms enable teams to create personalized campaigns tailored to specific target accounts, which in turn generates higher engagement rates, shorter sales cycles, and increased efficiency, resulting in higher ROI. Investing in an ABM platform is one of the best moves B2B companies can make to improve and grow their business for years to come.

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