More efficient and targeted - With ABM, you’re targeting the accounts that have real significance for your business (whether that’s growing revenue, challenging a competitor, or increasing thought leadership). Marketers and collaborating teams, such as sales and customer support, can focus their resources efficiently and run programs that are specifically optimized for target accounts. Rather than having a low conversion rate from new names to qualified leads as you would with broad-based marketing strategies, you start with a pool of accounts that are already more likely to convert, fill the white space of contacts in those accounts that matter, and then give them personalized, focused attention. By deciding and agreeing on which accounts to target, you can profoundly impact the way you think about sales and marketing, and the types of programs you execute. Instead of casting a wide net, you’ll look for ways to target key individuals (e.g. decisionmakers) in specific organizations. By strategically targeting your efforts, you minimize the expenditure of resources on less important buyers or segments of the market—often significantly reducing waste. And because ABM requires organizational buy-in from the beginning, the entire organization is working towards achieving the same goals.