Assessing account based marketing

Account based marketing (ABM) recognizes that for business to business (B2B) companies, the activities of individual leads infrequently represent an entire company’s propensity to buy. ABM provides marketing and sales with the tools and analytic capabilities they need to more effectively target at the account level than with marketing automation or customer relationship management (CRM) alone. By talking with current Engagio customers, Nucleus found that ABM also mitigates costs associated with targeting at the account level and improves business outcomes like conversion rates, close rates, opportunity size and average sale price (ASP). However, Nucleus expects that ABM is unlikely to gain traction outside of the B2B, large enterprise space.