The New State of Account-Based Marketing

Technology is completely reshaping the relationship between sales and marketing

There always has been a complicated relationship between sales and marketing departments. And the explosion of marketing technologies over the past decade in many ways has only added to the strain. Today, marketing is able to deliver vast numbers of leads -- but often too many. Sales departments can become overwhelmed and end up wasting valuable time sifting through that geyser of leads just trying to determine which ones have the greatest revenue potential. More and more companies have come to the realization that the traditional method of Lead Funnel Waterfall has become inefficient at best, broken at worst.

Account-Based Marketing (ABM) is a more strategic approach. It uses data collected by new technologies in a thoughtful, productive way -- helping companies navigate the complex B2B sales cycle. Instead of focusing on individual leads, ABM integrates sales and marketing resources by targeting a smaller number of high-value accounts.

Analyst firm SiriusDecisions has found that 92 percent of B2B marketers recognize the value of ABM and see it as a “must have” business strategy.

Increasingly, ABM is seen as the future of B2B marketing. But there is a lot to consider when deciding if it is the correct strategy for your company. LeanData’s latest eBook, The New State of Account-Based Marketing, provides an overview of ABM, explores why it can matter to your business and explains how aligning your sales and marketing departments might not be as challenging as you think.