I’ve been running ABM teams for some time and find it incredibly satisfying. To me, it is almost like a play. There is a good amount of preparation and planning with many individuals and teams that manage to pull off a unified campaign, and – when done right – the results are incredible.
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The alignment – or the lack of it – between the sales and marketing teams has been one of the key concerns of businesses across categories and B2B marketing is no different in facing this roadblock often.
One of the ways in which LinkedIn is resolving the challenge is by deploying tools that support account-based marketing (ABM) and making it a focused growth strategy integral to B2B marketing.
Fundamentally, ABM is an effort at creating and sustaining relationships with key accounts. Many marketers are already convinced of its importance, as LinkedIn found 87% of marketers who measured ROI said ABM outperforms all other marketing investments.
Owing to LinkedIn’s proven track record as the most trusted digital platform, it is being increasingly picked by many marketers as the foundation of their ABM strategy. To help marketers navigate their challenges LinkedIn has worked on solutions around the ABM strategy and created a robust ecosystem of marketing partners across audience data, campaign management and measurement.
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If you’re a marketing professional, you’ve undoubtedly been taught that there are a few key elements of branding—trust and reputation.
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With the pandemic forcing people to socially distance, many B2B organizations are relying on ABM plays to engage their audiences in our “new normal.” ABM has become common practice to fuel revenue generation and account retention.
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