1. Greater Marketing Return on Investment (ROI)

Companies employing ABM report a higher ROI, with the deal size being 2.3 times larger on average​ than deals closed from other strategies.

In terms of pure return on investment, 76% of B2B marketers say ABM yields a greater ROI than any other marketing strategy. Furthermore, according to recent statistics, the majority of companies employing ABM have sales cycles that are shorter than 90 days, while 86% of organizations say that ABM has helped improve their win rates.

ABM’s focused approach ensures that marketing and sales resources are invested in engagements with a higher likelihood of conversion and long-term value. By aligning marketing strategies with the business objectives of target accounts, ABM can significantly boost your ROI and foster fruitful business outcomes.

2. Improved Customer Engagement and Retention

ABM focuses on the creation of more relevant content that fosters better engagement with prospects and enhanced loyalty​​ with existing customers.

In fact, 83% of marketers affirm that ABM increases engagement with target accounts, while 85% of marketers say ABM significantly benefited them in retaining and expanding their existing client relationships.

As a case in point, WP Engine, a WordPress hosting platform, showed that their ABM campaign led to engagement from 93% of accounts on their target list, a 59% increase in open rates, a 29% increase in reply rates, and a 28% increase in opportunities created, showcasing a notable improvement in customer engagement through ABM.

These numbers highlight the substantial impact of ABM in enhancing customer engagement and retention, which are crucial aspects for sustaining fruitful B2B business relationships.

3. Better Cross-Functional Alignment and Synergy

Marketing and sales collaboration is a cornerstone of successful ABM. At the same time, the converse is true as well — ABM facilitates greater alignment and collaboration between marketing and sales teams as their common objective is to create personalized content for decision-makers and get them to convert.

82% of respondents in a LinkedIn survey of more than 800 global B2B marketers said ABM greatly improves the alignment between marketing and sales at their company.

Put simply, ABM necessitates a cohesive effort from both marketing and sales from the get-go, unlike traditional models where a handoff occurs post-lead qualification​, often resulting in miscommunication, conflict, and lower campaign performance.

4. Tailored Content That Builds Trust

Personalization lies at the heart of ABM. It’s what helps you establish trust and demonstrate a clear understanding of the target accounts’ needs​.