How ABM can unearth dormant opportunities for sales and marketing teams

By / Mel Dixon / In Case Studies /

The GMA and MeritDirect have teamed up to produce a new report which explores the power of account-based marketing (ABM) and how it can be leveraged to create better returns for marketing and sales teams.

For those struggling to fully comprehend the benefits of account-based marketing or communicate them to buyers – this report lays bear its importance and how it will deliver a strong ROI.

One of its key findings demonstrates how account-based marketing can reveal ‘low hanging fruit’ for B2B marketers. With the right data tools in place, these opportunities can be plucked – and not left to rot.

Which, of course, is essentially what account-based marketing does: it concentrates sales and marketing resources on a clearly defined customer (or potential customer) within a specific market. A campaign can then be developed which provides the best chance to successfully engage with that particular target.

In other words: finding the right people, in the right places, with the right message.

It takes time and investment to put the pieces in place, but as Forrester states:

“ABM… does produce results for marketing and sales… it may take some work but focusing sales on specific accounts does increase the return on those efforts, especially over time.”

Entitled ‘Innovation in Data Driven B2B Marketing’, the report is an in-depth piece of work full of insights backed up by authoritative research and case study evidence.

Read our best practice guide to discover:

Data’s key role in business transformation
The huge opportunities data provides for marketers
The importance of ‘intent’ data and how to leverage it
How to blend BANT and ABM in a one-to-one data strategy
The role of tech-based data enablement in revealing the most useful insights
How to growth hack your business using data
An ABM success story revealing how a client gained more then $80 for every dollar invested

Download our free guide to Innovation in Data Driven B2B Marketing (registration required).

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Author: Mel Dixon

Editor at Global Marketing Alliance