Skip to content
Account-based marketing (ABM) is more than just a buzzword—it’s a powerful strategy transforming how B2B tech companies engage and convert high-value prospects.
But in the B2B tech industry, where sales cycles are long, complex, and involve multiple stakeholders, ABM is easier said than done. That’s where ABM services come in.
This article will explore how ABM services can enhance your marketing efforts and how to measure this success. But first, let’s look at the benefits of ABM.
The significance of ABM services for expert B2B tech marketers
ABM focuses on personalizing marketing efforts to target key accounts, delivering messaging tailored to their pain points and needs.
By focusing your marketing efforts on high-value accounts, you can:
Target high-value accounts
ABM allows you to identify and engage with the most promising accounts in your target market. This ensures your marketing dollars go towards engaging prospects with the highest potential for sales.
Strengthen relationships
ABM is all about personalized outreach. You create campaigns that speak directly to the challenges and needs of each account, building trust and fostering long-term relationships.
Improve ROI
According to a 2023 survey by Foundry, 87% of B2B marketers say ABM efforts deliver a higher ROI than other marketing strategies. By focusing on quality over quantity, you see better results.
Types of ABM services in the B2B marketing space
ABM service providers offer a range of solutions to support your ABM strategy. For instance, ViB’s suite of services can help B2B tech marketers achieve their goals, no matter where they are in the marketing funnel.
Here are some of the most impactful ABM services:
Strategic planning
ABM requires a thoughtful approach. ViB works with clients to define goals, identify key accounts, and build an ABM roadmap.
Campaign execution
From email outreach to targeted ads, ABM campaigns require expert execution. ViB helps B2B tech marketers design, launch, and optimize campaigns that speak directly to key accounts.
Content syndication
Getting your content in front of the right people is critical. ViB uses content syndication to distribute thought leadership pieces and product information to tech professionals eager to read up on new solutions.
Email outsourcing
With ViB Emails, you don’t have to stress about list cleaning or email delivery. ViB will send your message to thousands of targeted high-tech prospects within the ViB community, instantly amplifying your offer, message, or event.
Appointment setting
Appointment-setting services can engage with potential leads to qualify them and set up appointments on your behalf. ViB handles the logistics, so you meet with the right people who are genuinely interested in your solutions.
This allows you to focus on closing deals rather than spending time on outreach.
Key metrics for measuring the success of ABM services
Once your ABM services are up and running, how do you measure their success? Here are a few key indicators to keep an eye on:
- Engagement rates: How often are your target accounts interacting with your content? Engagement metrics, such as email open rates, webinar attendance, and content downloads, offer insight into your campaigns’ effectiveness at capturing interest.
- Pipeline velocity: ABM should accelerate your sales cycle. Measure how quickly target accounts are moving from awareness to decision-making.
- Conversion rates: ABM aims to turn accounts into customers. Track how many of your targeted accounts eventually convert into paying customers.
- Customer lifetime value (CLV): ABM is about building long-term relationships. Measure CLV to determine the overall value of your high-priority accounts over time.
🎆 Donoma creates 140 webinar registrations and 500 new opportunities with ViB Webinars
In 2020, Donoma Software encountered major challenges when the pandemic led to the cancellation of its planned launch events for its new product, OneVault. Parker Pearson, the VP of marketing, needed an innovative solution to generate leads for OneVault without relying on external funding.
ViB came to the rescue with a comprehensive custom webinar solution. Donoma crafted the messaging while ViB took charge of the logistics and audience targeting, enabling Parker to concentrate on the presentation.
The webinar drew in 140 registrants and contributed to nearly 500 new opportunities. This initiative sparked early-stage buying discussions, setting the stage for growth for OneVault.
For the full scoop, click here!
Also, check out:
- PTC boosts webinar attendance with ABM-targeted leads
- OffSec reaches hyper-targeted hard-to-reach accounts with ViB
🫵 Get started with ViB’s ABM services today
Account-based marketing can transform how you engage and convert high-value accounts.
If you’re ready to take your ABM efforts to the next level, ViB’s expert ABM services can help.
Contact us today for a personalized consultation and see how ABM demand generation services can drive growth for your business.
Ready to get started with B2B lead generation?
