Should Account-Based Marketing be a Part of Your Broader Marketing Strategy?
A Guide for B2B Enterprises
Today’s business environment asks B2B marketers to create more impact with less budget, but the majority of marketing dollars fail to impact the accounts that drive the most value. Account-based marketing is gaining rapid adoption as a hyper-efficient way to invest your marketing budget. So efficient, that research by Lenati found that 4 out of 5 B2B marketers reported higher ROI with an account-based marketing (ABM) approach. However, ABM is not a one-size-fits-all strategy, especially when it comes to large B2B enterprises.
Lenati’s Customer Acquisition team offers its point of view for B2B corporations considering an account-based marketing approach, with an emphasis on which scenarios make sense for ABM, as well as success factors for budget allocation and Marketing/Sales collaboration.
Download this executive guide to dive deeper into:
- Why marketing executives should pay attention to account-based marketing
- Where account-based marketing makes sense for large B2B enterprises
- How CMOs are shifting budget to include an ABM approach
- Which metrics should be considered when measuring the ROI of an account-based marketing strategy
About Lenati: We are a marketing and sales strategy consultancy that helps companies acquire, grow, and retain customers. Our clients come to us to build market leadership, whether through radical innovation or intelligent evolution. Learn more about our Customer Acquisition Services.