The strategy does not operate on the traditional lead

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This approach can include dynamic display advertising, outbound marketing, social media, and more. The key is for marketing and sales teams to work closely together to achieve their shared goals. Get Aligned The fact that ABM brings sales and marketing together is huge. 50 percent of sales time is wasted on unproductive prospecting and that sales reps ignore 50 percent of marketing leads. Marketo Misalignment not only results in lost productivity but also lost business opportunities. Organizations with tightly aligned sales and marketing functions experience 36 percent higher customer retention rates and 38 percent higher sales win rates. MarketingProfs Focus on Lifetime Value With ABM, closing a deal is not the culmination of a relationship, but it is beginning.


Once a prospect becomes a customer, they must be satisfied. This requires data. B2B organizations need Fax Lists to know what happens after a customer buys, what they use and don’t use, and what makes a customer successful. A customer is not valuable if you can’t retain their business. How engaged are they with the product? Are they at risk of leaving? Are they good candidates for an upsell or cross-sell? With ABM Leads, It’s Quality Over Quantity The number of leads and opportunities is not enough to measure ABM.  definition and values quality over quantity. In the past, ABM was primarily used by large, well-resourced enterprise companies that could invest significant time and money into a high-touch process. Today, technology is helping automate and scale ABM, which brings costs down and makes ABM more accessible to enterprises of all sizes. Research clearly shows that the B2B marketing is moving towards ABM. It’s just a matter of how fast. DCI has produced this infographic that visually walks you through what ABM is, its statistics, its differentiators, and its processes.



There’s a lot of conversation about the impact or lack of impact of social media on B2C and B2B businesses. Much of it is downplayed because of the difficulty in attribution with analytics, but there’s no doubt that people are utilizing social networks to research and discover services and solutions. Don’t believe me? Visit Facebook right now and browse for people asking for social recommendations. I see them almost every day. In fact, Consumers are 71% more likely to make a purchase based on social media referrals. With the maturity of social media in business over the last few years, many B2B organisations are realising the true value it can provide. Whether you use social media to help sell products directly or use it as one piece of your lead generation process, taking a planned approach that fully integrates social media into your overall marketing strategy will give you the best chance of generating new business.