Account-based marketing (ABM) is a B2B marketing strategy used by both marketing and sales teams to target accounts leading to more gained customers. In general, B2B marketers tend to target leads more generally in order to appeal to as many companies as possible, but that doesn’t result in the best ROI. ABM is really the practice of creating personalized messaging for targeting accounts. 

Guess what else is all about delivering the right message to the right person at the right time? Marketing automation! Taking what you know about your customers and clients and tailoring your creative assets and messaging to that potential customer’s specific attributes leads to a whole lotta good things.

It has sometimes been difficult to scale ABM efforts because of the level of personalization required to fully carry out a viable strategy; it can require a lot of time and upkeep. That’s where marketing automation comes in — it allows marketers and salespeople to automate processes leading to more time to do important things and less headache while getting it done.

Benefits of Marketing Automation for ABM:

Here are some more of the benefits marketers and sales professionals can get from implementing marketing automation as a part of their ABM efforts: 

  • Clearer and increased ROI
  • Shorter sales cycles
  • Improved marketing data
  • Fewer wasted resources, including time, money, and focus
  • Sales and marketing team alignment
  • Might I add — increased revenue? It’s the name of the game!

Why Marketing Automation?

One of the great things about choosing a true marketing automation platform is that it can grow with grow while your marketing operations do. Marketing automation not only shines with automating aspects of marketing like form responders, email campaigns, and sales alerts, but it can also automate a large part of of your account-based marketing efforts.

Why’s that great? It means one less platform to learn and integrate into your technology stack. Instead of yet another program to learn and tie into your CRM, email marketing, and form builder, you get to spend more time and energy doing what really matters: generating and warming up leads.

Another added bonus, having all of that data in one place means your team has access to more of the precious behavior insights that are so important to an ABM strategy. Everything from page views to video watches, email opens and target attributes can become filters for your dashboards, campaigns, and reports. With marketing automation, the insights you need to prioritize, engage, and measure at-scale are at your fingertips.


Curious about how Net-Results Marketing Automation could help your business reach its marketing and sales goals? Book a 20-minute chat.

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Sarah Augustinsky

on the books: marketing at Net-Results — more commonly known as: sass master extraordinaire