The importance of ABM for B2B companies with limited markets
Posted: Sun Jan 26, 2025 8:28 am
Account-based marketing (ABM) is an excellent solution to boost customer acquisition in our company, especially when our market is limited, since this strategy allows us to achieve greater efficiency in marketing tasks.
What is ABM?
Among the strategies for prospecting clients in the B2B industry, account-based marketing focuses on capturing the attention and satisfying the needs of a specific group of target customers, who are an appropriate fit for a company's offering for the purpose of generating business opportunities.
Thus, ABM focuses primarily on lead quality over quantity, considering rcs data belarus 70% of B2B marketers cite improving lead quality as the most important goal of a lead generation strategy.
Broadly speaking, the most relevant functions associated with this marketing strategy to attract new customers are related to identifying interesting accounts by collecting data and information, generating valuable content aimed at these companies and establishing relationships of trust and closeness with them over time.
How does ABM help us identify quality prospects in a limited market?
If our company has a limited market, either because it is located in a single location or our products are focused on a small niche, it is not very convenient to use traditional customer prospecting strategies that seek to capture the attention of a mass audience, such as, for example, large advertising campaigns in the media or social networks.
In this sense, account-based marketing represents an effective solution to increase our B2B sales, without wasting our resources. In fact, during 2021, 70% of marketers reported using this strategy in their organizations, 15% more than in 2020 .
ABM allows us to reach potential buyers who are really interested in our products and services, increasing our commercial efficiency.
Through specialized, intensive and personalized work, different strategies are developed such as cold calling, fairs and networking to contact and attract qualified prospects.
Thus, despite having a smaller universe of potential clients, opting for account-based marketing helps improve our organization's conversion rate.
What is ABM?
Among the strategies for prospecting clients in the B2B industry, account-based marketing focuses on capturing the attention and satisfying the needs of a specific group of target customers, who are an appropriate fit for a company's offering for the purpose of generating business opportunities.
Thus, ABM focuses primarily on lead quality over quantity, considering rcs data belarus 70% of B2B marketers cite improving lead quality as the most important goal of a lead generation strategy.
Broadly speaking, the most relevant functions associated with this marketing strategy to attract new customers are related to identifying interesting accounts by collecting data and information, generating valuable content aimed at these companies and establishing relationships of trust and closeness with them over time.
How does ABM help us identify quality prospects in a limited market?
If our company has a limited market, either because it is located in a single location or our products are focused on a small niche, it is not very convenient to use traditional customer prospecting strategies that seek to capture the attention of a mass audience, such as, for example, large advertising campaigns in the media or social networks.
In this sense, account-based marketing represents an effective solution to increase our B2B sales, without wasting our resources. In fact, during 2021, 70% of marketers reported using this strategy in their organizations, 15% more than in 2020 .
ABM allows us to reach potential buyers who are really interested in our products and services, increasing our commercial efficiency.
Through specialized, intensive and personalized work, different strategies are developed such as cold calling, fairs and networking to contact and attract qualified prospects.
Thus, despite having a smaller universe of potential clients, opting for account-based marketing helps improve our organization's conversion rate.