As marketers, we are always looking to put resources into marketing strategies that have real results. That’s why so much of our work revolves around inbound marketing – from building campaigns to creating unviable offers without content to attract the right leads to your business.
While inbound marketing is incredibly valuable to any business (i.e. every business) looking to generate leads, educate and build relationships with leads and customers , it is not always the highest return potential for every company. Customers generate solutions.
Why Digital Marketing at Udacity
Marketing Technology Stack 101 Especially for B2B and enterprises with long sales cycles and high customer lifetime value, the process of generating potential customers is a challenging process.
So it’s surprising that a whopping 68% of B2B organizations don’t identify their channel [source: MarketingSherpa]. With so many setbacks, you often need to take a highly personalized approach to “dealing” with your target customers, which has prompted many B2B companies to explore the benefits of account-based marketing.
Inbound marketing focuses on creating content that appeals to your leads, while account-based marketing focuses on individuals, pre-determined leads and customers.
For years, the online marketing industry has buy b2b email database focused on driving your company’s prospects to work overtime, so adjusting to a seemingly opposite approach is sure to raise some questions. However, account-based marketing is more of an add-on to an existing marketing plan than a replacement for inbound marketing.
You may be wondering how this newly popular method will benefit your ability to acquire, retain and grow high-value accounts. These account-based marketing statistics and figures will help you benefit from it.
Hire multiple decision makers
Account-based marketing allows you to target every decision maker in your account with high-value, relevant content and communication to keep them engaged and speed up the sales process.
Nearly two-thirds of B2B marketers cite engaging key decision makers as their biggest challenge. [Source: Forrester Research]
On average, 5.4 people must now officially sign off on each purchase (CEB in HBR).
In a typical company with 100-500 employees, an average of 7 people are involved in most buying decisions. [Source: Gartner Group]
78% of surveyed decision makers made an appointment or attended an event due to interruptions by email or phone calls. [Source:
95% of buyers choose a solutions provider EA Leads that “provides them with enough content to help them navigate through all stages of the
In 2007, an average of 3.68 cold line call attempts were made to reach the target.
high return on investment
Strategic application resources combined with highly targeted marketing to key decision makers can meet your ideal customer needs and generate high ROI. Companies that nurtured leads increased their sales by 50% at 33% lower cost than did not nurture leads. [Source: Forrester Research]
B2B marketers recognize the value of ABM