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
Revium Snags Peter Bauld From Deloitte Digital
Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.
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!