Developing an effective ABM (Account-Based Marketing) strategy is essential for organisations to get the most out of their ABM technology investments. As Kristina Jaramillo, President of consulting firm Personal ABM, said at The MarTech Conference, strategy should come first, with the technology piece coming at the end. Here are some best practices to help organisations get a higher return on investment (ROI) from their ABM solutions.
Firstly, organisations should avoid retrofitting their ABM solution. Instead of using existing lead-generating processes, lead tech, and lead reporting, ABM has more to offer than just increasing the number of sales prospects.
Organisations should also dig deeper to understand how ABM marketing and the B2B buying space are evolving. To make emotional connections with their customers and orchestrate higher sales, organisations should focus on interactions between their sales and marketing teams, and create a specific buying vision.
Additionally, organisations should bring sales into their ABM strategy by preparing their sales teams and equipping them with the right information at the right time. This includes using ABM behavioural data tools and other insights to make more personal connections further down the funnel.
Ultimately, organisations should focus on creating deeper connections with their customers by developing an effective ABM strategy and utilising the right technology. This will allow them to get the most out of their tech investments and drive higher ROI.
Originally reported by Martech: https://martech.org/how-to-get-more-roi-from-your-abm-tech/
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