Blog post By Paula Chiocchi on 2019-12-06
As more businesses recognize the value of communicating with prospective customer accounts as individual markets in their own right – as “markets of one” – Account Based Marketing (ABM) is now reaching critical mass. A SiriusDecisions report found that 89% of organizations surveyed indicated that ABM-targeted accounts achieved a higher ROI compared to those without ABM support. The report also found that 91% of B2B marketers activating ABM campaigns say deal size is larger for ABM accounts – and 25% of them say it is over 50% larger.
It’s no wonder B2B marketers are applying ABM tactics to their email marketing campaigns. In addition, by adding intent monitoring and other data capabilities into the mix, the numbers get even better. In fact, as ABM has grown in use across our client base, we’ve seen these four trends power its ROI to new heights:
- Moving down market: ABM may be have originated out of targeting larger, enterprise accounts, but it is now moving “down market” for use in targeting small- and medium-sized businesses (SMBs). And while many enterprise contacts can typically be found online, SMB contacts can be more challenging to locate, as they are usually more complex, leave less of an online footprint, and change more frequently. As a result, marketers interested in applying ABM to the SMB market should partner with vendors with a proven track record in SMB contact data.
- Combining intent monitoring with contact data for advanced ABM: Buyer intent signals can be obtained through monitoring online activities, such as website visits, content downloads, product reviews and more. However, intent data can only go so far, as it primarily provides company data (through captured IP addresses) as opposed to identifying the individual executive within the company. But by combining intent data with individual contact information within these companies, ABM initiatives can be fueled by data that is much more targeted. This allows organizations to take their strategies to the proverbial next level and really drill down to individual contacts who hold high promise of becoming customers.
- Uncovering net new prospects: The combined approach above can also be used to determine examples of the types of companies that might be looking for a particular solution that a marketer should try to reach. Thus, reputable data vendors can cast a wider net to identify similar businesses that could be looking for the same solution, and provide contact details to marketers for a larger, more qualified list of prospects to target.
- Powering an omni-channel approach: Combining intent data with prospect contact data can enable a powerful ABM approach that “closes the loop” in reaching specific, qualified and interested prospects. In addition, the approach can be utilized beyond email. When integrated across an entire marketing technology stack and applied, for example, to power targeted audience campaigns across social networks or to fuel programmatic display ads, you can achieve an omni-channel approach that targets prospects across the full scope of online channels they prefer. This means they will be more likely to not only see your messages, but also more open to remembering them, engaging with them and taking action.
OMI is leading the drive when it comes to bringing the above strategies to market. We are now partnering with leading innovators in the intent monitoring and ABM spaces to enable our clients to advance their marketing and sales strategies. It’s exciting and cutting edge, so connect with us to learn more about how you and your company can benefit.
Outward Media’s proven data cleansing services and targeted, accurate email data can enable you to achieve better email marketing ROI and, ultimately, convert more prospects into customers. Take a look at our case studies to find out more.