ABM: The B2B Marketer’s Match Made In Heaven

ABM: The B2B Marketer’s Match Made In Heaven
B&T Magazine
Edited by B&T Magazine
SHARE
THIS



Every B2B marketer needs a hidden superpower in their back pocket. Enter Account Based Marketing, aka ABM – your marketing hero.

The possibilities of ABM are endless, and the data speaks for itself. According to LinkedIn research, 87 per cent of marketers who measure ROI believe that ABM outperforms all other marketing investments.

Incredibly, 91 per cent of ABM marketers say that their ABM accounts have a bigger deal size, and 84 per cent of marketers report that ABM significantly helps retain and expand existing relationships.

Amanda Margariti, senior partner manager at LinkedIn ANZ, explained that ABM is more than just the next marketing buzzword: “It is essentially just B2B marketing done really well!”

What sets an ABM B2B strategy apart is the application of rigorous data across the planning, execution and measurement of campaigns.

“ABM can help you connect with customers who have the most revenue potential for your business and show them exactly why your products or services are the solution to their business challenges,” said Margariti.

ABM, she explained, is a customer experience.

“You’re positioning your products or service to a set list of high-value accounts in a way that delivers the most relevant message and content for them,” she continued.

“This kind of focused approach shows your target accounts that not only do you understand their business and challenges, but you value them enough to create expert marketing and sales experiences to specifically meet their needs, no matter where they are in the purchase journey.”

For marketers, the crucial next step is choosing a solid foundation for that strategy. To successfully execute an ABM strategy, you need access to high-quality, consistent, account and contact data.

Enter: LinkedIn.

As Margariti explains, the tools marketers have at hand now, such as machine intelligence and CRM, have made the potentials of ABM limitless.

“Thanks to automation and increasingly sophisticated targeting capabilities, it is possible to carry out many complex campaigns at once, turning ABM into something much more scalable for businesses of every shape and size,” she said. 

“As the number one most trusted social media platform (Business Insider Digital Trust Report, 2020), LinkedIn is a unique environment to anchor your ABM strategy with first-party, user provided data to ensure accuracy. Together with our ecosystem of Marketing Partners, LinkedIn can help you easily segment your account list by company size, industry and opportunity stage as you decide on how best to define your account tiers.”

It’s undeniable that ABM is thriving as a sales strategy, and monopolising on its growing popularity has already proven to reap dividends.

The ITSMA ABM 2020 Benchmark Study found that 76 per cent of companies increased ROI when using ABM. The Lifetime value of business won through ABM was also up 4.3 per cent, and over a third of companies saw both brand lift and improved reputation, proving the all-round possibilities of a solid ABM strategy.

It’s because of these successes that ABM use is destined to continue growing. Increasingly numbers of B2B marketers are having their eyes opened to “just how powerful it can be to prioritise lead quality over lead quantity, double down on relevant marketing messages across the entire buying journey, and shift impact metrics from lead generation to revenue won.”

“It’s worth your while to get familiar with it as when done right, ABM gets results. While marketing and sales are distinct functions, alignment is crucial to success,” Margariti said. 

“The good news is that ABM by its very nature unites the two teams. LinkedIn Market Research Art Of Winning has shown that when marketing and sales are tightly aligned, marketing generated revenue increases by 208 per cent and this alignment also produces a 36 per cent higher customer retention rate.”

To help marketers lean in to the possibilities of ABM, LinkedIn is hosting ‘I Heart ABM’, a worldwide webinar session. It will feature an incredible array of speakers including executive producer and host of the How To Citizen with Baratunde podcast, Baratunde Thurston, LinkedIn’s global director of customer insights Allyson Hugley, and ANNUITAS CEO Adam Needles.

Those tuning in to the APAC session will be hosted by Margariti herself, and fellow senior partner manager Gil Burgmans.

Panellists include Prasana Williams, senior marketing manager Asia, Hubspot; Kiaran Geen, president APAC for Merkle DWA, Kate Power, head of ABM APAC for ServiceNow, and Sarah Tucker, LinkedIn’s head of APAC marketing.

I Heart ABM is the perfect opportunity to learn more about the unparalleled benefits ABM can have for your marketing strategy.

From Margariti’s perspective, ABM is only going to become more relevant.

“The rise of ABM could indicate that many marketers are shifting away from high volume marketing, however, the real shift that’s happening is a technological one,” she said.

“Figuring out which accounts to target, developing focused, relevant content and measuring your strategy’s impact, is easier and more effective when you have the right technology and tools at your disposal. The right ABM strategies delivers efficient performance and stronger results – show me a marketer who wouldn’t be keen on that!”

Enhance your marketing, and reap the rewards with LinkedIn’s I Heart ABM conference.  The APAC session will be taking place on Thursday September 30th at 3.30pm AEST: register now!

Please login with linkedin to comment

    Latest comments
  • Jeanne Brown 1 month ago

    I also heart ABM and have been privileged to work with ITSMA on a number of their ABM marketing programs. Just a quick note that the acronym is misspelled in the article (“The ITSAM ABM 2020 Benchmark Study”), so I’d like to correct it in case any of your readers would like to search for them. ITSMA is at http://www.itsma.com and the study was conducted alongside ABMLA (https://abmleadershipalliance.com/). I’m looking forward to the event!

ABM Account-based marketing Events LinkedIn

Latest News

Pinterest Announces New Tools, Features and Experiences For Users
  • Media

Pinterest Announces New Tools, Features and Experiences For Users

Pinterest has introduced a new suite of creator and Pinner products and experiences globally, as the platform continues to evolve to become home for the next generation of creators. At its second annual Pinterest Creators Festival, featuring Megan Thee Stallion and Storm Reid.  Pinterest creators Kerin Rose Gold, Wendy’s World, Henri Purnell, Carolina Gelen and […]

Digitas Creates Its Own Flavour With Data Driven Beer
  • Marketing
  • Media

Digitas Creates Its Own Flavour With Data Driven Beer

Agency Digitas ANZ has developed its own unique brew of beer, galvanizing the team to channel its expertise in data, technology, digital media and creative. The brainchild of senior creative at Digitas, Nick Duron – Digitas’ ‘Unicorn Punch’ comes in alcoholic and non-alcoholic varieties and was created as a means of making Australian and New […]

Afterpay’s New Study Shows How Next Gen Aussies Are Feeling About Post-Lockdown Life
  • Marketing

Afterpay’s New Study Shows How Next Gen Aussies Are Feeling About Post-Lockdown Life

As Australia prepares to hit its 70 per cent nationwide double vaccination milestone, a new study from Afterpay reveals how Gen Z and Millennials are ready to Press Play on their lives, after 9 in 10 (88 per cent) missed key life events through lockdowns. From hitting restaurants, cafés and pubs and jetting off overseas, […]

Come From Away Reopens In Sydney!
  • Media

Come From Away Reopens In Sydney!

Producers Rodney Rigby and Junkyard Dog Productions have announced that the worldwide smash hit, Tony and Olivier award-winning musical COME FROM AWAY, has reopened at the Capitol Theatre in Sydney. The pandemic led to all theatre shows closing curtains in Sydney, however, with vaccinations rates soaring and restrictions easing, the theatre is back and Sydney […]

Guardian Australia Launches Revealing Climate Change Podcast, Australia V The Climate
  • Media

Guardian Australia Launches Revealing Climate Change Podcast, Australia V The Climate

Former PMs, high-ranking politicians and climate experts blow the whistle on how Australia became an international climate change pariah in the new Guardian Australia podcast series, Australia v the climate. Guardian Australia will release a special investigative podcast series ahead of the Cop26 global climate summit, scrutinising Australia’s role in the climate crisis over more […]

Enero’s Q1 Revenues Soar 22.6%
  • Advertising
  • Marketing

Enero’s Q1 Revenues Soar 22.6%

B&T's unsure if Enero boasts Champagne clients on its books, but the corks should be popping on these bubbly numbers.

Vevo Launches New App On Fetch TV
  • Marketing
  • Media

Vevo Launches New App On Fetch TV

Music video network Vevo is for the groovers, the chanteuses, the karaoke kings and the hairbrush mime artists.

Media Chiefs Dissect 10’s Upfronts
  • Media

Media Chiefs Dissect 10’s Upfronts

Judging by this, media bosses liked what they saw from 10's Upfronts. They were ecstatic that Rove wasn't returning.

by B&T Magazine

B&T Magazine
Diversity, Tech And Influencers At The Heart Of Are Media’s TRENDtalks: Beauty
  • Media

Diversity, Tech And Influencers At The Heart Of Are Media’s TRENDtalks: Beauty

The beauty industry needs to reflect greater diversity both in front and behind the camera, as consumers increasingly align with brands that share their values, according to a panel of leading experts speaking at Are Media’s latest insight series TRENDtalks: Beauty. Hosted by leading Australian beauty expert and presenter Michael Brown, TRENDtalks: Beauty also highlighted […]

Podsights Report Finds iHeartPodcast Network Performs Above Global Measurement Benchmarks
  • Marketing
  • Media

Podsights Report Finds iHeartPodcast Network Performs Above Global Measurement Benchmarks

Findings from the latest Podsights Benchmark Australian Report shows ARN’s iHeartPodcast Network is a market leader in advertising effectiveness and continues to perform well above global benchmarks. Through its partnership with Podsights, ARN is setting the standard for podcast advertising measurement, providing commercial partners with data-led insights to ensure maximum engagement and conversion with iHeartPodcast […]

Microphone in front of the sound mixer and computers in broadcasting radio studio. New radio station studio.
  • Advertising

Metropolitan Commercial Radio Ad Revenue Up 12.7% In September

Advertising revenue for metropolitan commercial radio stations reached $53.149 million in September, reflecting a year on year rise of 12.7 per cent, according to data compiled by Milton Data and released by industry body Commercial Radio Australia (CRA). September quarter ad revenue totalled $151.373 million, up 16.1 per cent from the corresponding period a year […]

GAMURS Group Appoints Alex Walker To Lead Content Across Asia Pacific
  • Media
  • Technology

GAMURS Group Appoints Alex Walker To Lead Content Across Asia Pacific

GAMURS Group, the esports and entertainment media network that reaches more than 100 million passionate gamers globally per month, has announced the appointment of Alex Walker as its vice president of content for the Asia Pacific region. Walker joins GAMURS after more than six years at Allure Media and Nine’s Pedestrian Group, where he was […]