Account-based marketing enables a time-effective engagement with the right customers that are ideal and offer a long-term commitment to the company accounts.


Trends are being followed everywhere today, in fashion, education and most importantly, marketing. A lot of rising digital-marketing brands are not solely focusing on sales instead of shifting towards enhancing emotional intelligence that is consumer connection. Today Business-to-business marketers are approaching and adopting the idea of Account-based marketing into their businesses. As a part of their overall success, they tend towards promoting their product by reaching out to targeted audiences that are of high value. 

The importance of account-based marketing

Increasing of B2B business

Business-to-business marketing is boosting the trend of business-to-consumer strategy. Between the consumers and marketers, this strategy aims at selling the products and services to few-selected targeted people. It helps in omitting less-valuable businesses and focuses on generating leads that are aimed at longer-term revenue growths of the company. As the consuming-buying rate is increasing, the B2B marketing teams are experiencing immense pressure achieving long term revenue-growth within short-term marketing goals.

It becomes quite unrealistic to engage with a thousand different small enterprises, people and SBMs. Account-based Marketing enables enterprises to focus on high-value accounts of highest needs. B2B marketing can turn pretty complicated without aligned sales and marketing. Hence to attain short-term lead generation goals, by working closely with the sales are made easier with Account-based marketing.

Should you consider account-based marketing?

 Nurturing relationships through ABM

Adding the Account-based marketing strategy into the business and utilizing it with accuracy can open new doors of success for the business. It creates a network of high-value accounts and allows cultivating new relationships. It enables the businesses to motivate the right set of audience and directly aim at benefiting them. With every new relationship added, nurturing them through a constant upgrade in the services and products can be made easy with account-based marketing. 

Along with cultivating relationships and nurturing them, Account-based marketing knows the needs of the individuals incorporated within the businesses. You can directly engage with the individuals and educate them on your offers and services. 

High return on investments

Infusing the Account-based marketing strategy into businesses can be very useful in terms of saving money. Continually talking about your services and products to a disinterested group can be a dark abyss, Account-based marketing keeps forward the researched, targeted groups to the businesses. Rather than wasting time, money and energy, a personalized effort to engage with the right clients can save tons of money and create long-lasting relationships. 

With your product or service being likeable to the targeted customer, the added strategy of Account-based marketing can result in a higher return on the investment made by your company. Even statistically, Account-based marketing is bound to give higher-results from the investments made by the organizations, provided if utilized and implemented correctly. 

Should you consider account-based marketing?

 ABM strategies aligns marketing and sales

The secret of business success ultimately lies in the coherent working of the sales and marketing teams. There should be proper bonding between these teams to carry out marketing goals effectively. If these teams slip against each other, the targeted audience may have an uneasy and fragmented experience, thereby hampering the overall quality. 

For a seamless experience to the targeted audience, alignment and transparency should be practically implemented. This ultimate goal of the account-based marketing helps the businesses to establish seamless sync and enables alignment. Hence account-based marketing strategy helps in aligning marketing and sales, helping active engagement with the targeted customer. 

Organizing the sales cycle

Now for most of the marketing businesses managing sales cycle can be something like researching and identifying leads that fit for your products or services, Then connecting with the researched prospects and sharing with them the value of your products and services, Discover more about them by presenting them solutions to business challenges and then asking for a sale. 

Account-based marketing directly identifies the targeted audience, connects with the targeted audience, presents the product to the targeted audience and delights the targeted audience! It drastically reduces the time taken to make a sale by aligning both marketing and sales together. Its strategy helps in creating an active and high-return of investments for the business and connects with the right people who are valuable and ideal for your business. 

Should you consider account-based marketing?

 Enlarge business through expansion

Account-based marketing enables a time-effective engagement with the right customers that are ideal and offer a long-term commitment to the company accounts. It put the idea of “quality-over-quantity forwards”, building trustful relationships by expanding the business. The aim of the strategy is to obtain customers by offering them your products and services and expanding business among the existing ones.  

This strategy effectively enhances the bottom line of the business- always converting the customers into loyal customers and then turning into your business advocates. 

Making sales out of these loyal customers can be word of mouth, where they can expand your business through referral, promotion across their local networks.Set up measuring and analyzing tool for the Account-based marketing results to keep a close look at revenue generations.

Situational Analysis

In the current business environment, Account-based marketing dominates the analysis framework. Its framework and strategy are used by the ABM managers to do a situational analysis of the firm. The situational analysis of the firm uncovers various drawbacks and the weak points of the firm. Situational analysis might include looking into and identifying various segments like- finance, marketing, management, operation systems and interests of buyers.

The strength of the internal segments should be analyzed within the firm to examine various needs and wants of the customer. Evaluation of various key internal factors such as competitor strategies, strengths and weaknesses within the firm is very important for situation analysis. Hence carrying out situational analysis in the firm pave pays for various planning strategies within the subsets of the firm. The new marketing designs can thereby uncover newer trends in opening gates for new consumers, thereby expanding the industry.

Should you consider account-based marketing?

Final Verdict 

Product and service marketing is evolving rapidly and getting more complex with the upcoming days. With the growing demands of the consumers, expectations of the clients are to be met at any cost to make sales successful.

Mary Jones is the co-founder and editor-in-chief at TopMyGrades, which focuses on career counselling for university students in the US, Canada, UK and Australia. Mary also provides help with assignments for University students as an online service to guide them in with a range of University courses and certifications. When free, she loves to read inspirational novels and biographies.

About the author: ISHAN

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