The importance of account-based marketing for tech or finance companies

As technology evolves, companies face increasing competition and a rapidly changing market. To stay ahead of the curve, tech companies must employ a targeted approach to their marketing efforts.

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What is account-based marketing?

Account-based marketing (ABM) is a strategic approach that targets high-value accounts with personalised marketing campaigns. This approach focuses on identifying the key decision-makers within an organisation and tailoring marketing efforts to meet their specific needs and interests. ABM differs from traditional marketing approaches that cast a wide net and hope to attract potential customers.

The benefits of account-based marketing

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1. Personalisation

Tech and Finance companies offer complex products and services, and ABM allows them to tailor their marketing efforts to specific accounts. This personalisation can help build stronger relationships with potential customers, increase engagement, and improve the overall customer experience.

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2. Increased ROI

ABM focuses on targeting high-value accounts with the most significant potential for revenue growth. In a recent study, 72% say ABM delivers higher ROI than other types of marketing (source: momentum itsma). By focusing on these accounts, companies can prioritise their marketing resources and achieve a higher return on investment (ROI) than traditional marketing approaches.

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3. Alignment with sales

ABM aligns marketing and sales efforts to focus on the same high-value accounts. This alignment can help streamline the sales process and lead to more closed deals. ABM can also provide valuable insights into the customer’s journey, allowing sales teams to identify and address pain points.

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4. Improved brand reputation

ABM can help tech companies improve their brand reputation by tailoring their marketing efforts to meet the needs of specific accounts. This personalised approach can help build trust and credibility with potential customers, leading to long-term relationships and increased brand loyalty.

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5. Competitive advantage

ABM can provide a competitive advantage by allowing companies to stand out in a crowded market. By targeting high-value accounts and personalising marketing efforts, companies can differentiate themselves from competitors and position themselves as the best solution for a particular customer’s needs.

Account-based marketing is a valuable tool for tech or finance companies looking to improve their marketing efforts and achieve their business goals. If you want to implement an account-based marketing strategy, contact us to learn how we can help you achieve your marketing goals.