• Skip to main content
  • Skip to primary sidebar
  • Skip to footer
  • 703-385-8178
  • Strategic Partners
  • Press Releases

Borenstein Group

Washington DC’s Expert Top B2B|B2G Digital Branding Agency

  • Who We Are
    • About Us
    • Market Expertise
    • Clients
    • Client Testimonials
    • Strategic Partners
  • What We Do
    • Full Service
    • Our Process
    • Digital & Interactive Branding
    • Strategic Marketing
    • Public Relations & Online Reputation Management
    • Branding And Awareness
    • Employer Branding
    • Social Media
  • Clients
  • Our Work
  • Blog
  • Contact Us
    • Request A Proposal
    • Careers
    • Internships

What Are the Pros and Cons of Account-Based Marketing? (ABM)

February 5, 2019/ by Gal Borenstein

Account based marketingAccount-based marketing (ABM) is a popular term buzzing around B2B circles these days. But what does ABM really mean? What are its pros and cons? And how do you know if account-based marketing is right for your organization? WordStream defines account-based marketing as a “strategic marketing strategy where key business accounts are marketed to directly, as units of one (compared to the typical one-to-many approach).” Many people have used a fishing metaphor to describe ABM. Instead of casting a wide net to try to catch many leads, account-based marketing is like fishing with a spear, capturing one account at a time.

PROS: One benefit of ABM is that it aligns your sales and marketing teams. Sales and marketing have to work closely together every step of the way in order for account-based marketing to work. If you want tightly aligned sales and marketing teams, ABM may be the strategy for you. Another proof account-based marketing is that your marketing will become extremely personalized. You will need to research and understand each account’s specific needs, pain points, and desires. Any message that sounds generic or cookie-cutter will not work for ABM. Higher ROI is also a benefit of account-based marketing. Marketers have reported that it is one of the most effective forms of marketing. It is easier to track this return on investment because you are going after fewer accounts.

Trending
Borenstein Group Named Among Top 25 B2G/B2B Brand Engagement Agencies in 2022 by Chief Marketer

CONS: A negative reality of account-based marketing is that it will require resources, including dedicated time, energy and budget. All new marketing initiatives typically require money, and ABM is no exception. If your company is strapped for cash at the moment, you may want to reconsider diving into account-based marketing until finances shift.  Another con of ABM is that it narrows your pool of target customers. If you are a small or medium company, you may want to reach out to a broader range of possible consumers in order to reach your marketing goals. If a small pool of leads would benefit your organization, than account-based marketing may be right for you.

How do you know if ABM is a fit for your B2B organization? First of all, do you have the resources to start this new effort on the right foot? After you have the right team and enough budget in place, you need to align your sales and marketing staff so they are always on the same page. Account-based marketing may be a better fit for large organizations than for small and medium ones. However, if your company can manage with a smaller pool of potential clients than ABM is a worthwhile strategy that has been proven to improve ROI.

Computer-vision company GumGum used account-based marketing to reach out to McDonald’s. They sent “burger kits” to 100 McDonald’s executives, each with a receipt containing the name of the executive. The faux burgers inside had the company’s strengths printed on patties, cheese, and other “burger” layers. In the end, the gamble paid off and GumGum caught the attention of the restaurant chain.  Another example of account-based marketing comes from the company Localytics. They sent empty iPad mini boxes to target customers containing their value proposition and messaging. If the prospect met with Localytics, they would get a free iPad mini.

Trending
Borenstein Group Named Among Top 25 B2G/B2B Brand Engagement Agencies in 2022 by Chief Marketer

Are your ready to start your account-based marketing journey? The experts at the Borenstein Group, a Top DC marketing agency, can help. Get in touch with us today to see if ABM is right for your organization.

Related

Filed Under: Press Release, Borenstein Group News, Industry News

Primary Sidebar

Recent Posts

  • UpCity Digital Community Ranks Borenstein Group Among Top B2B Branding Agencies in 2022 March 11, 2022
  • The Manifest Names Borenstein Group Among Top Branding Agencies For Corporate Naming Development for 2022 February 7, 2022
  • Borenstein Group Named Among Top 25 B2G/B2B Brand Engagement Agencies in 2022 by Chief Marketer December 2, 2021

COA-Dowload

Footer

From our Blog

  • UpCity Digital Community Ranks Borenstein Group Among Top B2B Branding Agencies in 2022 March 11, 2022
  • The Manifest Names Borenstein Group Among Top Branding Agencies For Corporate Naming Development for 2022 February 7, 2022
  • Borenstein Group Named Among Top 25 B2G/B2B Brand Engagement Agencies in 2022 by Chief Marketer December 2, 2021

Borenstein Group

The Borenstein Group is a Washington DC’s Top Digital Marketing Agency for Integrated Marketing Communications. We develop Brand Strategy, Brand Design and Brand Content for emerging and market-leading IT, Professional Services, Federal Contractors, Business Services, as well as Public Sector markets.

As a stellar creative agency, with 25 years of experience, Borenstein is ranked at Chief Marketer’s Top 50 B2B Agencies, Clutch’s Top Digital Branding Agencies, Expertise’ Top Advertising Agencies, and Washington Business Journal’s Top Advertising Agencies the Washington DC region.

Get Results

Call us at 703.385.8178 x1 for a no-obligation strategic assessment of your digital brand.

Tysons Corner Headquarters:
8230 Leesburg Pike, STE 520
Vienna, VA 22182

 

  • Who We Are
  • What We Do
  • Clients
  • Our Work
  • Blog
  • Contact Us

Copyright 2022 Borenstein Group. All Rights Reserved. 

  • Borenstein Group Site Map
  • Legal
Go to mobile version