"The odds of hitting your target go up dramatically when you aim at it"
I guess most of the marketers out there would never say that they are using a spray & pray marketing approach. Still, we see many mature businesses getting stuck in that swamp, getting more and more frustrated about why their marketing campaigns are not ending up in more deals.
It goes without saying that spraying your messaging out to anyone and everyone, hoping that the right person will come knocking at your door just doesn't fly.
The purpose of ABM (account-based marketing), unlike spray & pray marketing, is to nurture highly targeted accounts that have the best possible fit with your product or service. Each account should actually be treated as its own market with its own strategy tailored directly to it.
From the Megadeals research, we found that 25% of the customer base contributes 80% of the revenue in B2B companies, and for companies doing megadeals it's even more extreme (1-5% represent 85% of their total rev).
If using ABM in the right way, you can work in a systematic approach on content, target audience, and budget - getting the biggest bang for the buck.
At least if you want to win more deals among the right buyers. Otherwise...stick to spray & pray 😴
// Melissa Mühlrad
