Should You Hire an Account Based Marketing Agency?

Today’s competitive B2B landscape requires a hyper-targeted, customer-centric sales strategy that’s totally in tune with what your ideal customers need. Account-based marketing (ABM) is a tried-and-true way to attract high-potential customers and engage them throughout the buyer journey—and to do it well, many companies choose to hire an account-based marketing agency.

Rather than casting a wide lead-gen net, which most digital marketing teams are accustomed to, ABM requires close engagement with high-value accounts. Account-based marketing agencies have the experience, resources, and expertise to help you employ ABM best practices and put a confident ABM strategy in place that’s aligned with your unique business.

In this article, we will explore the benefits and considerations of partnering with an ABM agency to help you make an informed decision.

Quick Takeaways:

  • More companies now employ account-based marketing because technology enables it to be executed at varying levels.
  • ABM agencies have extensive knowledge and experience with the high-touch approaches required for account-based marketing success.
  • Benefits of hiring an account-based marketing agency include greater expertise, scalability, targeting, and marketing/sales integration.
  • It’s important to consider important decision factors like cost, internal resources, and long-term strategy and goals. 

Understanding Account-Based Marketing

Account-based marketing aligns marketing and sales efforts to target specific high-value accounts. Unlike traditional marketing, which aims to reach a broad audience, ABM focuses on personalized interactions with key decision-makers within the target accounts.

By tailoring messaging and content to address the unique pain points and challenges of each account, ABM aims to create a more meaningful and impactful engagement.

Today, ABM is being implemented by more and more companies as technology has made it possible to execute at scale. Companies can now implement strategies like programmatic ABM and ABM lite that employ one-to-many or one-to-few engagement tactics.

While programmatic ABM and ABM lite may yield less revenue per account, they can be automated and implemented more easily with the existing marketing tools, technologies, and resources most companies have in place.

ABM pyramid image, showing how strategic ABM, ABM lite, and programmatic ABM are positioned according to investment and ROI per account.
Image Source

Benefits of Hiring an Account-Based Marketing Agency Expertise and Experience

Account-based marketing agencies have deep expertise and experience in the strategies, tools, and tactics specific to ABM engagement. These high-touch activities require a certain finesse and approach not utilized in more modern lead-gen tactics, and knowing how to execute them is critical to successfully engaging high-value potential clients.

By partnering with an ABM agency, you gain access to a team of specialists who possess the ABM knowledge you need. They can help you develop and execute a comprehensive ABM strategy, leveraging their experience to drive optimal results. This expertise ensures that you make the most of your resources, avoid potential pitfalls, and can be confident in your ABM investments.

Scalability and Flexibility

Implementing ABM may require a significant investment in terms of time, resources, and personnel. By working with an agency, you gain access to a scalable solution.

Account-based marketing agencies have the infrastructure and personnel to handle campaigns of various sizes, allowing you to adapt your ABM efforts as your business grows or shifts focus. Moreover, agencies can provide flexibility by accommodating your specific requirements and adjusting strategies based on your evolving business goals.

Targeted Approach

ABM agencies specialize in identifying and engaging high-value accounts that align with your unique business objectives. They employ data-driven techniques to build comprehensive account profiles and develop personalized strategies to engage them.

This targeted approach ensures that your marketing efforts are directed towards the most relevant accounts, maximizing your chances of conversion and revenue generation.

Integrated Marketing and Sales Efforts

ABM agencies bridge the gap between marketing and sales teams, fostering collaboration and alignment. They facilitate seamless communication and coordination, ensuring that marketing efforts are closely integrated with sales strategies.

Aligned marketing and sales departments enhance the overall effectiveness of ABM campaigns, leading to improved customer acquisition and higher conversion rates. It also boosts average deal size and revenue potential, driving more consistent and reliable growth for your business.

Bar chart showing that marketing and sales alignment drives higher revenue, brand awareness, and average deal size.
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Things to Consider When Hiring an ABM Agency Cost

Hiring an account-based marketing agency requires a financial investment. It’s essential to evaluate the potential ROI of hiring an agency and consider whether the benefits outweigh the costs. To do this, conduct cost-benefit analysis and take into account your overall marketing budget and expected outcomes.

Agency Selection

Not all ABM agencies are created equal. Take time to research and select an agency that aligns with your business goals and values. Look for agencies with a proven track record, relevant industry experience, and a portfolio of successful ABM campaigns.

Remember: The best ABM agency for you may not be the same for other organizations. Assess your own unique needs and go with the agency best suited to meet them.

Collaboration and Communication

Effective collaboration and communication are vital for the success of an ABM partnership. Be sure that your potential agency understands your business objectives, target audience, and brand messaging. Establish clear lines of communication and regular reporting mechanisms to stay informed about campaign progress and results.

Pay attention to communication channels, processes, and styles to be certain they align for an ongoing seamless working relationship.

Internal Resources and Support

While hiring an ABM agency brings expertise, it is important to assess your internal resources and support capabilities to be sure you can fully leverage it. Determine if your team has the bandwidth to collaborate effectively with the agency and provide the necessary information and insights for campaign optimization. 

Assign internal stakeholders who will be responsible for coordinating with the agency and providing timely feedback. Understand how the partnership will be executed in practice and be certain you have the right resources in place to maximize ROI.

Long-term Strategy

Account-based marketing is not a quick fix or short-term solution it requires a long-term strategic outlook. Consider whether partnering with an ABM agency aligns with your overall marketing and sales objectives.

Evaluate the agency’s ability to support your long-term goals and adapt to changes in your business landscape. Be sure you’re hiring a partner you want to make part of your strategy for the foreseeable future.

Wrapping Up

Hiring an account-based marketing agency can be a game-changer for businesses looking to maximize their marketing efforts and target high-value accounts effectively. The expertise, experience, and scalability can lead to significant improvements in customer acquisition and revenue generation.

However, it’s crucial to carefully evaluate the potential costs and benefits and select the right agency that aligns with your business goals. Effective collaboration, clear communication, and adequate internal resources are essential for a successful partnership.

Ultimately, the decision to hire an ABM agency should be based on a comprehensive analysis of your unique marketing objectives and available resources, as well as the agency’s capabilities. 

With the right partnership, an account-based marketing agency can help you unlock the potential of ABM, creating personalized and impactful experiences for your target accounts and driving long-term business growth.

How Televerde Can Help

Televerde delivers comprehensive and customizable ABM solutions for B2B organizations— solutions that are rooted in industry best practices and designed to align with each client’s unique needs.

Schedule a call with our team to learn more about how we can help you grow with ABM.

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