The Most Compelling Reason to Use Account-Based Marketing

By Nick Price

According to users, account-based marketing provides several important benefits. In the Demand Metric study, the four top benefits identified by ABM users were:

Increased engagement with target accounts (83% of users)

Better sales/marketing alignment (69%)

Better qualified prospects (66%)

Greater understanding of program performance (59%)

These benefits are important, but at a more basic level, the most significant potential benefit of ABM is a more productive B2B demand generation system. As Demand Metric wrote, “It [ABM] allows marketing and sales to target the accounts they value most, including prospects, current customers and partners. This precise approach to targeting helps bring the right accounts to the table, making the marketing and sales process more efficient.” (Emphasis in original)

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Nick Price

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