Within the industry, it can sometimes be hard to reach the correct contact when you are B2B marketing. This is typically because of your broad-reaching marketing campaigns that are sent out as mass emails to gain impressions. That may work from a numbers standpoint but how effective are those campaigns in all actuality? What people have come to realize in B2B marketing is it’s not necessarily the quantity of the leads but the quality of the lead that has the most impact.
That’s where Account Based Marketing comes into play, according to Sirius Decisions “92% of companies recognize the value of Account Based Marketing, going as far as calling it a B2B marketing must have.” If this is the case why isn’t everyone doing this? Account-based Marketing has been around for quite some time but used to be viewed as a costly way to market to target accounts. But in the last few years as the data marketing industry has been growing, data is becoming more available, and affordable for firms to incorporate into their campaigns. It’s become easier than ever thanks to the technology allowing us to automate and scale our AMB marketing efforts.
Account Based Marketing is more successful because it targets exact accounts that you want to close. This may be through a specific firm, department, or even location. This method is more valuable than the standard way of marketing because it enables marketers to reach key accounts with extreme precision. Imagine reaching the right decision makers, at the right account, at the right location every time. You will have accurate people-based audiences to drive revenue growth like never before.
With technology evolving more and more every year data gurus have to go further than just using broad IP-based and cookie approach to collect information. The more digital footprint a person or a firm has out there the easier it will be to target the correct decision maker. ABM allows marketers to get granular and target variables such as Company Size, Revenue Total, Software Onsite, Age, Gender, Income, Personal and Professional Interests. When you incorporate all these filters you are better able to not only target the buyer but personalize the campaign. Personalized ads have double the ROI of mass email campaigns.
It is clear that the most crucial tool for the use of ABM is the data that is utilized to create this precise targeting. That is where 180byTwo comes in handy with the industry’s first Mobile Account Based Marketing Audience sets. With mobile ABM you can target accounts on precise locations. Which comes in handy when you are trying to prospect someone in a specific geographical place. When it comes to mobile ABM 180byTwo is the industry leader and can help change the way you target those hard-to-reach vital accounts.
