{"id":18788,"date":"2022-11-25T06:05:11","date_gmt":"2022-11-25T06:05:11","guid":{"rendered":"https:\/\/mailinvest.blog\/index.php\/2022\/11\/25\/three-key-benefits-of-abm-lead-generation\/"},"modified":"2022-11-25T06:05:11","modified_gmt":"2022-11-25T06:05:11","slug":"three-key-benefits-of-abm-lead-generation","status":"publish","type":"post","link":"https:\/\/mailinvest.blog\/index.php\/2022\/11\/25\/three-key-benefits-of-abm-lead-generation\/","title":{"rendered":"Three Key Benefits of ABM Lead Generation"},"content":{"rendered":"

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From SEO and paid ads to social media and email marketing, B2B marketers have an endless array of tactics to raise brand awareness and generate leads. And while traditional lead generation efforts appear to be beneficial from a numbers and budget standpoint, there\u2019s a way better option when it comes to driving better quality leads and overall ROI: account-based marketing (ABM).\u00a0<\/p>\n

ABM is not a novel concept. But over the past dozen years, ABM strategies have become much more sophisticated, making the return on one\u2019s ABM investment that much more impressive. ABM is so effective,\u00a070% of marketers<\/a>\u00a0report using as part of their overall marketing strategy.\u00a0\u00a0<\/p>\n

Therefore, if maximizing lead quality and conversion rates happen to be on your B2B wish list, it certainly wouldn\u2019t be a bad idea to step away from more traditional methods of lead generation and use ABM-focused strategies instead. Not only does ABM pack a bigger punch when it comes to driving purchase-intent leads; it also plays a huge role in creating profitable opportunities that ultimately boost conversion for B2B businesses.\u00a0<\/p>\n

Need more convincing? Here are three key reasons why ABM should be your go-to strategy for driving valuable lead gen ROI.\u00a0\u00a0<\/p>\n

1. Optimized Engagement<\/h3>\n

While traditional lead generation methods leverage mostly organic, brand-owned channels for content distribution, ABM takes a more strategic approach, using outbound communication channels like\u00a0email<\/a>, social media, paid digital advertising, and SDR outreach to deliver targeted, relevant messaging. And unlike the one-size-fits-all strategy typical of traditional lead generation, ABM takes a highly personalized approach. In fact,\u00a056%<\/a>\u00a0of marketers strongly agree personalized content is key to ABM\u2019s success. Here\u2019s why:\u00a0<\/p>\n

ABM<\/a>\u00a0allows B2B marketers to segment customers into individualized accounts. And because of this strategic classification system, they\u2019re better able to tailor content according to the needs and preferences of these customized segments. In doing so, B2B marketers create more opportunities to engage directly with target audiences on a personal level, which helps generate more high quality, purchase-intent leads. Even McKinsey Research reports\u00a071%\u00a0of consumers today expect companies to deliver personalized interactions, and\u00a076%\u00a0get frustrated when it doesn\u2019t happen.\u00a0\u00a0<\/p>\n

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71% of B2B buyers expect personalized content from potential vendors.<\/figcaption><\/figure>\n

2. Better Lead Quality<\/h3>\n

Traditional lead generation programs act like a funnel: marketing teams cast a wide net to bring in as many leads as possible, then whittle down that hefty list to a smaller group of qualified leads using a scoring system or other criteria. After that, marketers continue to nurture those qualified leads to determine the most purchase-intent ones of the bunch. Finally, the remaining leads get passed over to sales to initiate contact.\u00a0\u00a0<\/p>\n

When all\u2019s said and done, this traditional lead gen approach typically garners an average conversion rate of\u00a03.5%<\/a>, which leaves a lot to be desired.\u00a0<\/p>\n

In comparison, ABM takes a more targeted approach. Instead of casting a wide net, marketers and sales teams come together to create a shared framework that determines how well potential leads align with their ideal customer profile (ICP) and whether those accounts express enough intent to meet the requirements of a sales qualified lead. From there, teams can pare down this list even further, identifying specific people from those qualified accounts to engage, nurture, and convert\u00a0(Note: make sure to check out our\u00a0<\/em>three-step process<\/em><\/a>\u00a0for identifying key accounts)<\/em>.\u00a0<\/p>\n

And though ABM takes a lot longer to execute than traditional lead gen programs, its strategic approach drives major long-term benefits, as marketers themselves can attest. Research shows\u00a086%<\/a> of B2B marketers experience improved win rates, while\u00a075%<\/a> drive greater ROI from ABM programs versus traditional lead generation initiatives. Plus, by working together to identify key accounts, sales and marketing ultimately strengthen team alignment, which helps B2B companies speed three-year revenue growth by\u00a024%<\/a>\u00a0and three-year profit growth by\u00a027%.\u00a0<\/p>\n

3. Higher Sales Value<\/h3>\n

Sure, ABM targets fewer prospects than traditional B2B lead gen, but because those contacts come from prioritized accounts, their potential sales value is considerably higher. Targeting specific purchase-intent contacts from a priority account gives B2B sales teams the chance to land an enterprise-level deal, which drives valuable revenue to the bottom line. That\u2019s opposed to courting individuals through traditional lead gen campaigns, which usually culminates in smaller-scope sales and less revenue.\u00a0\u00a0<\/p>\n

Also, ABM reduces customer churn, which averages around\u00a05%<\/a> for most B2B companies. With an ABM-focused lead gen strategy, sales and marketing teams build deeper, more personal relationships with customers, thereby creating more opportunities to upsell, cross sell, and improve the overall customer experience.\u00a0\u00a0<\/p>\n

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ABM helps B2B companies speed three-year profit growth by 27%.<\/figcaption><\/figure>\n

Summary<\/h2>\n

Unlike traditional lead generation tactics where quantity is emphasized over quality, ABM is proven to strategically\u00a0grow your pipeline, penetrate key accounts faster, maximize resources<\/a>, and improve customer retention. And as new technologies evolve to make ABM a more streamlined, results-driven system, B2B marketers will, in turn, become much more effective at identifying, engaging, and converting top-quality leads, achieving higher-value deals, and driving all-important ROI.\u00a0\u00a0<\/p>\n

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Learn more about enhancing ABM efforts and creating better campaigns with our on-demand webinar,\u00a0A Match Made in Heaven: First-Party Data and ABM Strategies<\/a>.\u00a0<\/p>\n<\/p><\/div>\n