9 reasons you need an ABM agency in your life

ABM strategies can take a lot of effort and resource to plan and execute. Here are 9 ways the right ABM agency can help you sidestep the stress of digital setup and execution, while you focus on real-world relationship-building and conversion.

Planning and executing an ABM strategy typically requires a lot of time and resource to get right. Smaller teams, busy with the everyday pressures of running busy marketing departments often don’t have the expertise, or time, to digitally configure and choreograph hyper-targeted ABM campaigns.

• 42% of marketers say lack of in-house expertise is a significant barrier to successful ABM implementation (Forrester Research)
• 60% of small marketing teams (< 5 people) find it challenging to manage ABM due to limited time and resource (Content Marketing Institute)

But the rewards of ABM can be great. Particularly for those in niche segments with smaller addressable audiences and long sales cycles.

• 80% of marketers reported ABM brings more ROI than any other marketing initiatives
• ABM leads to 25% increase in deal size for organisations with long sales cycles

Here’s how hiring an ABM agency can help set you up for sales success without the stress.

9 reasons you need an ABM agency in your life

1. Supporting account selection

Supporting account selection is fundamental to ABM success, but in house teams can often struggle to see the wood for the trees... An ABM agency can help by developing Ideal Customer Profiles (ICPs) through analysing your customer base and market, conducting market research to identify potential accounts, and leveraging intent data to pinpoint accounts showing buying signals.

Evaluating fit and readiness, prioritising high-value accounts based on potential value, and creating customised engagement strategies are critical steps. The agency can also monitor and optimise account selection continuously, ensuring alignment with business objectives. This strategic approach helps focus marketing and sales efforts on accounts with the highest growth potential, maximising ROI and achieving business goals​​​​​​.

2. Mapping the customer journey

Understanding and mapping your target customers’ journeys can be a complex process, especially in B2B markets where multiple decision-makers are involved.

In manufacturing, the customer journey is often long and intricate, involving multiple touchpoints and decision-makers. Each stakeholder may have different pain points and criteria for evaluating a purchase. 

Mapping this journey requires time and effort, but it’s essential for creating ABX (Account Based Experiences) where personalised content has the opportunity to resonate with the right people.

Bringing in an ABM agency to workshop and map this journey with all your relevant stakeholders (as part of the deliverables) will ensure that you can jointly visualise the opportunities ahead.

3. Tech stack integration

Implementing an effective ABM strategy requires a robust tech stack that integrates various marketing and sales tools. Many companies struggle with outdated or incompatible systems that hinder seamless data flow and campaign execution. Without the right technology, tracking engagement, measuring success, and optimising campaigns will be impossible.

An ABM agency are best placed to assess your current technology infrastructure and recommend the tools you need  to meet your needs. They can also ensure that all your systems are set up properly and are working seamlessly together, from CRM and marketing automation platforms to your  analytics and reporting tools.

4. Sales and marketing alignment

Misalignment between sales and marketing teams is a common issue in many organisations and stands in the way of effective ABM. Without teams agreeing on an approach, a set of goals and the different roles and responsibilities, efforts can be duplicated or opportunities may be missed, 

By focusing both teams on one goal, an ABM agency can cut through internal politics and act as a mediator, facilitating communication and collaboration between teams to create the shared vision and plan.

With an ABM agency's guidance, sales and marketing teams can be bought together more effectively, reducing friction and increasing efficiency. This alignment leads to better-targeted campaigns and improved conversion rates.

5. Acquiring and using intent data

Assembling and interpreting intent data can be challenging, but it’s crucial for targeting the right accounts.

Intent data reveals which accounts are actively researching solutions or are displaying buying signals. Collecting and making sense of this data requires sophisticated tools and expertise. Many companies struggle to gather this data and lack the analytical skills to interpret it accurately, leading to missed opportunities for engagement.

ABM agencies can help you purchase this data and use it for more effective personalised, sales targeting.

6. Personalising content

Personalising content to resonate with each target account is time-consuming and requires a deep understanding of each account's needs.

ABM agencies specialise in creating hyper-personalised content that speaks directly to the pain points and needs of each target account. But look for evidence of 

By working with your team to audit your content offering, they can help you quickly identify gaps that need to be filled - or suggest existing content that could be customised to support a targeted ABM campaign.

7. Orchestrating campaigns

Managing ABM campaigns across multiple channels can be like choreographing complex dance numbers.

ABM campaigns often involve multiple touchpoints across various channels, such as email, social media, webinars, and direct mail. Coordinating these efforts requires careful planning and execution to ensure consistency and maximise impact. Without proper orchestration (and automation where required) campaigns can be fragmented, leading to a disjointed customer experience. Choose an agency who can support with targeted digital advertising and 

ABM agencies excel in managing multi-channel campaigns, ensuring all elements are synchronised and executed smoothly. 

8. Measuring and optimising performance

Measuring the success of ABM campaigns is crucial for understanding what works and what doesn’t. Key metrics such as engagement, conversion rates, and ROI must be tracked and analysed. 

ABM agencies have the skills and experience to produce detailed analytics and reporting to help you understand the performance of your campaigns and make data-driven decisions to optimise future efforts. 

9. Scaling campaign efforts

The great challenge of ABM is scaling your approach to cut through to key account consistently over time:

• Personalising content at scale: Creating tailored content for each account can be resource-intensive, requiring efficient use of AI and machine learning tools.

• Allocating resources optimally: Ensuring adequate budget and staffing while upskilling existing teams.

• Creating consistent customer experiences: Maintaining seamless experiences across all touchpoints.

• Maintaining long-term relationships: Focusing on continuous engagement and value delivery to nurture existing partnerships.

ABM agencies are there to take the strain, their tech expertise will help you streamline and automate every part of your process.  Using an agency will accelerate your execution and your learning curve; 

Additionally, ABM agencies can leverage their existing relationships with technology providers and media outlets to scale your campaigns more cost-effectively. They can negotiate better rates for advertising and technology solutions, ensuring that your budget goes further.

Are you ready to take the leap?

Launching an ABM strategy is challenging for small teams, it takes time to define your key accounts, configure the tech stack, set your SMART goals and launch your campaigns. It can also take a up to a year for the effects of your campaigns to appear on your bottom line. 

Engaging an experienced agency can help you accelerate your planning and execution process, so your team can realise it’s benefits more rapidly.