ABM: It's time for B2B brands to get personal

ABM is driving customer advocacy and enhancing the customer buying experience for enterprise B2B.

At its heart, ABM is a strategic approach to business growth that focuses on specific high-value accounts and tailors marketing efforts and resources to meet the specific needs of individual customers, and of account clusters that share specific challenges or objectives.

Here are five ways that B2B enterprise organisations can leverage ABM to deliver more effective customer marketing:

1. Focusing your efforts: With ABM, you concentrate your resources on the most promising accounts, allowing for more effective lead nurturing. By delivering personalised and relevant content to target accounts, you increase the chances of converting them into customers. ABM helps build stronger relationships and fosters trust, leading to higher conversion rates and shorter sales cycles.
2. Delivering tailored customer journeys: ABM places a strong emphasis on understanding the needs and preferences of target accounts. By tailoring your marketing efforts to address those specific requirements, you can deliver a more relevant and valuable customer experience. This personalised approach demonstrates that you understand their business and can effectively solve their challenges, fostering loyalty and long-term relationships.
3. Increased Personalisation: ABM allows businesses to create highly targeted and personalised marketing campaigns for specific accounts or prospects. By focusing on individual accounts, you can tailor your messaging, content, and offerings to meet their specific needs and pain points. This personalised approach enhances engagement and increases the likelihood of conversion.
4. Understanding propensity to purchase: By focusing your resources on high-potential accounts, ABM allows for better resource allocation and optimisation. Instead of spreading your efforts across a wide audience, you concentrate on accounts that have a higher likelihood of generating substantial revenue. This targeted approach helps improve the return on investment (ROI) by maximising the impact of your marketing and sales activities.
5. Account Expansion and Upselling: ABM is not only effective for acquiring new customers but also for expanding and nurturing existing accounts. By leveraging personalised marketing strategies, you can identify whitespace, upsell and cross-sell opportunities within your target accounts. ABM helps you deepen relationships with key stakeholders, identify additional pain points, and provide tailored solutions that drive account growth.
6. Alignment with Sales Cycle: B2B sales cycles are often complex and involve multiple decision-makers. ABM aligns with this reality by focusing on engaging and nurturing key stakeholders within target accounts throughout the buying process. By providing relevant content and touchpoints at each stage of the sales cycle, ABM helps accelerate the decision-making process and increases the chances of closing deals.

By understanding and responding to how customers buy, ABM offers B2B enterprises a more targeted, personalised, and effective marketing approach that delivers higher conversion rates, stronger customer relationships, and improved revenue growth.

About Gilroy:

With a heritage spanning 40 years, Gilroy is a leading enterprise B2B integrated agency and the pioneer of Account-Based Everything. Through connected marketing experiences, we support many of the world’s leading B2B brands in nurturing customer advocacy, growing account expansion and supercharging sales performance.