Account-Based Marketing For Dummies

Chapter 20

Ten Reasons B2B Companies Need Account-Based Marketing

IN THIS CHAPTER

Embracing the reality of how buyers buy

Winning more business with ABM

Keeping your customers

Growing revenue

When account-based marketing succeeds, it pays off with increased revenue for your organization. Becoming laser-focused on your targeted accounts helps your whole company see the biggest potential growth. With ABM, you’re either focusing on current customers you want to turn into advocates (the best-fit customers who have proven success with your product or service) or hyper-targeting the companies that meet the best-fit criteria.

At the FlipMyFunnel event that my company, Terminus, hosted in August 2015, Megan Heuer of SiriusDecisions presented an amazing business case for why companies need account-based marketing. If you don’t know about SiriusDecisions, get online now (www.siriusdecisions.com). They’re one of the top research analyst firms for the intersection of B2B marketing, sales, and technology. At SiriusDecisions, Megan leads the organization’s account-based marketing and marketing operations services. Her goal is to help her clients build a bridge between best-practice theory and real-world requirements. In her FlipMyFunnel session, she discussed why account-based marketing makes sense to start implementing at your company now. She has given us permission to use her content for this book.

In this chapter, I expand on her initial findings about where companies are on the ABM journey. ...