ABM: The B2B Marketer’s Match Made In Heaven
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!
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.
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!