As marketers, we’ve become experts in our target audiences. We know their typical demographic, what they like, the platforms they spend time on, and what they value in a product.

But unlike sales reps — who talk to and learn from our biggest prospects each day — we don’t always know tiny, but crucial, details about the brands or people we most want to sell too. This might be why only 28% of salespeople say marketing is their best source of leads.

So, how do we bridge the gap to better help our sales teams sell to high-priority clients? The answer to this question could be account-based marketing (or ABM).

Rather than just marketing to a broad target audience and hoping someone calls your sales reps, ABM is a strategy where sales and marketing teams align from the start to create campaigns that cater to their most qualified leads and current customers.

For example, as part of an ABM strategy, sales reps might offer marketing teams data from customers, prospects, and those that didn’t buy a product so that the marketers can create a targeted campaign that amplifies why their product is valuable and how it can help targets navigate daily pain points.

While inbound marketing is vital for pulling general audiences and demographics to your site, service, or store, account-based marketing can help you to reel in prospects or qualified leads that are most likely to buy your product.

To show you just how beneficial account-based marketing can be, while also informing you of the challenges it comes with, here are 36 stats you should know in 2020.


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