“Goals for ABM range from driving demand and lead generation (56%) to pipeline acceleration (46%),” says Brown. “Importantly, ABM analytics are measured in terms of revenue growth (60%) and client engagement and relationships (36%), both critical factors in overall business success metrics.”
Measurable results that drive more sales
Digital Kungfu’s focus on ABM for its clients is based on a number of key factors. “ABM is a highly-focused strategy that treats individual prospects and customers as their very own market,” says Brown. “This means content and even entire campaigns can be dedicated to people associated with specific accounts, rather than an industry as a whole.
“This individual focus speaks directly to specific customer needs, challenges and concerns, and we’ve seen the increased sales for our tech-based clients as a result.
“Internationally, more than 60% of companies plan to launch an ABM-based campaign in the next year. It’s been encouraging to see our own local research support this trend. One of the challenges that we’ve seen time and again is sales and marketing departments that are not well aligned around the same goals.
“ABM not only solves this challenge, but drives real, measurable marketing that results in deals. We believe ABM adoption is on the rise, specifically within tech-based businesses because of this measurable ROI,” he concludes.
Digital Kungfu is hosting an ABM event on Thursday, 27 June 2019, to unpack the results of the survey as well as how technology businesses can use ABM to drive leads and increase sales.
Tickets are available at Quicket: www.qkt.io/abmbreakfast
Digital Kungfu is a storytelling production company that helps technology businesses market their software products/services, generate leads and build their brands. To address the pace of the technology sector, Digital Kungfu combines the power of story and best in-class marketing technology to take new or existing products and services to market quickly and, in the process, maximise market share and generate leads and key accounts.