In our previous blog, we introduced the concept of Account Based Marketing and the 2 steps involved in creating an effective ABM strategy for your company:

1. Categorizing accounts as per ABM types

2. 5 key steps towards developing a successful ABM campaign

You can read more about the fundamentals of creating an Account Based Marketing campaign.

In this blog, we will be further covering the benefits and some drawbacks of implementing ABM campaigns for your business. Yes, you read that right, ABM campaigns have disadvantages as well.

Depending on what your target audience looks like, what digital channels convert better for your business and whether you have sufficient resources to implement and run an ABM campaign successfully, it might or might not be the right thing for you. This is where MarketConstruct comes into play. We analyze and audit your performances from different channels, keeping your core competencies and resources in mind and come up with an optimized digital marketing strategy exclusively catered to your business needs. Reach out to us for a FREE CONSULTATION!

Benefits of using ABM campaigns

• ROI is much clearer

It’s incredibly precise, targeted, personalized, and accurate compared to general inbound and outbound strategies, which also makes it easier to measure ROI.

• There’s less waste and less risk

Efficiently scaling the ABM strategies ensures that the company is not gaining low quality leads and wasting time and effort to nurture customers who have no intent to make a purchase. Also, stability and retention of high value accounts reduces the risk of hiring and firing account managers with the changes in the accounts.

• Clients like it because it is personal

75% of customers prefer personalized offers. ABM is implemented with the needs of a specific target prospect at a specific target account in mind. For the current/potential customer it means that they are important to the company.

• Goal setting and analytics is easier

While analyzing campaign effectiveness, it’s easier to draw conclusions. It is a smaller set of targeted accounts and there are well-drawn plans for each account that help easily compare end-of-quarter results to forecast goals.

• Sales alignment is much easier

ABM marketers have to work closely with sales people to accurately identify target accounts, map them out, and align on sales initiatives. This type of tag teaming between marketing and sales is what ultimately leads to the powerful, predictive marketing and turnkey targeted advertising that unlocks accounts.

Cons of using ABM campaigns

• Requires more content depending on the number of accounts

Each category of account that needs to be targeted needs different piece of content, website copy, CTA, email content, etc.

• Excessive focus on the main accounts

Few companies end up focusing too much on some of the main accounts and completely ignoring the other potential opportunities resulting in complete ABM failure.

• Negative SEO effect

H1 tags, anchor texts, CTAs and content are among some of the factors that help search engines rank pages organically. When same URL contains multiple versions of headings and different body content, the search engine algorithm considers it as cheating the system and negatively affects the SEO ranking.

• Technology Limitation

There are some limitations with the ABM technology, especially when it comes to identifying accounts, using IP addresses and Cookie files. It requires a good balance of technical and marketing knowledge to run an efficient ABM campaign.