Account based Marketing Everyone is NOT your customer
                     Account-based Marketing: Everyone is NOT your customer
As  marketers,  aren’t  we  all  guilty  of  sending  out  mass  marketing  messages  to  prospects  
and customers?  Even  though  we  are  fully  informed  that  the  more  personalised  and  
targeted  our campaigns, the better they perform. Whether intentional or unintentional- this is 
called spray and  pray  marketing-  a  gross  generalising  mistake  made  by  the  majority  of  
marketers  alike. Pushing  out  generic  messages  in  the  hopes  that  they  resonate  with  a  
small  percentage  of  an audience  that  will  eventually  go  on  to  make  a  purchase  and  
become  customers-  does  not work out anymore. This type of interruption in B2B marketing 
fails to generate a steady flow ofrevenue in the long run because not everyone is the right fit for 
your product.
If  you  keep  selling  your  product  or  service  to  a  customer  who  isn’t the right fit, it won’t  
take them long before they realise  this and leave. So, it makes no sense for you to keep 
investing your  sales  and  marketing  efforts  to  sell  to  a  customer  who  will  leave  within  a  
short  span  of time.   Instead,   your   resources   should   be   focused   on   attracting,   nurturing 
  and   selling   to prospects  who are a right fit for your products and by  “focussed”,  I  mean  
laser-focussed. Instead  of  one  message  to  a global audience, it should be one message to a 
specific audience. This is where account based marketing comes into the picture.
In  a  nutshell,  account-based  marketing  uses  personalised  strategies  to  bridge  the  sales  
and marketing  gap.  It  targets  specific businesses  in  a  bid to engage with key decision 
makers and then  builds  on  that  relationship  to  open  up  new  sales  opportunities  and  
influence purchase decisions  of  the  targeted  buyers.  This  is  so  much  more  efficient  
than  launching  a  broad marketing  campaign  that  attracts  thousands  in  an  attempt  to  
nurture  only  the  few  that express  their  interest.  Essentially,  account-based  marketing  
flips  the  traditional  sales  and marketing  funnel  upside  down.  Complicated  as  it  sounds,  
you  can  outsource  this  process  to an  account  based  marketing  agency  to  streamline  
your  business  and  focus  on  other important aspects of it that can drive revenue.
Account  based  marketing  services  align  your  sales  and  marketing  efforts,  generate  a  
higher ROI  and  increase  business  revenue.  Realistically,  the  investment  made  in  account-
based marketing  delivers either the same ROI, somewhat higher or significantly higher returns 
when compared to other marketing initiatives. This makes it a zero-waste strategy!
The  goal  is  to  deliver  highly  personalized  and  relevant  campaigns  to  the  target  audience,  
to secure  more  leads,  eventually  increase  your  deal  size,  which  isn’t  something  that  
happens overnight.  In  David  Ogilvy’s  words-  “Don’t  count the people you reach; reach the 
people that count.”- and that is the essence of account based marketing.