Opinions expressed by Entrepreneur the collaborators are his.
You may have heard about the results that companies are getting with account-based marketing (ABM) and want to know what it will take for it to work for you. In particular, will it fit your budget?
Like any digital marketing campaign, the cost of running ABM campaigns consists of multiple components with multiple line items within each component. ABM components include your technology stack, assets, channels, and experience running and orchestrating everything. What can you expect to spend on each one? What variables come into play? What kind of return can you expect from your investment?
Let’s break it all down.
How to think ABM budgets
You may have seen the Forrester report found that the average annual ABM budget is about $ 350,000 (excluding staff costs) and pilot campaigns around $ 200,000. He found that the most mature programs with a proven value have budgets of about $ 600,000, and the budgets of programs established in large companies can reach millions.
While these averages are a good starting point, smaller organizations should not be fooled by price before learning more, and corporations of any size should be aware that these findings may have already changed. Forrester found that 70% of organizations expected the average cost to increase between 2020 and today.
Related: The rise of account-based marketing
The best way to think about ABM budgets is to understand their components, ICP priorities, and proper budgeting methodology.
- Understanding ABM components. Tools, processes, and people: Like any digital effort, you need all three to run ABM campaigns. The number of accounts and people in those accounts you want to target also boost your budget. ABM components include:
- Strategy development
- Stack of technology
- Asset creation
- Paid advertising channels
- Experience in campaigning and analyzing results
- Determine the relative importance of vision and commitment. Are you primarily looking for information or engagement from your ideal customer (ICP)? If you want to better understand the intent and problems of your visitors, you’ll want to spend more of your budget on information. You’ll use this information to create targeted ICP content and give your team the perspective to make informed campaign decisions. On the other hand, if your target ICP is within the same sector or niche, you’ll want to spend more of your budget on engagement because the information provided will be similar for all of your ICP accounts.
- Use the appropriate budgeting methodology. You can use the same budget approach for an ABM or 1: many pilot campaign as you would for a traditional digital marketing campaign, but the budget for 1: few and 1: 1 campaigns is more complicated and fluid. Custom ABM campaigns focus on targeting people within accounts: Cost is determined by account value, not a fixed budget. The more valuable a particular account is, the more you want to spend on it. Account values are often shown during the campaign, so you’ll want to use an account-based methodology with more flexible line items.
Related: Account-based marketing is the magic wand of B2B marketing
How to evaluate technology and experience
While the actual dollar costs of targeting specific accounts and individuals are too variable to cover here, we can quantify the cost of technology and experience.
- Budget for the technology stack you need. You will need to subscribe to some key platforms to run ABM. The cost of your combined technology stack is based on the size of your organization and the platforms you choose: You can expect to pay between $ 165,000 and $ 325,000 in total for the annual licenses required to run ABM.
- Budget for the channels you need. Targeting accounts with the right messages at the right time means that you need to get your assets in the right channels. ABM channels include programs, content marketing, paid search, SEO, paid social, email nutrition, and online gifts. The total cost of each channel includes creating the assets and running them on the channel. While spending for each channel varies widely per campaign, determining an overall budget for paid ads is part of your campaign strategy. It’s best to be flexible with specific assignments so that you can spend more on channels that are proving more successful as your campaign progresses, and less on those that aren’t.
- Budget for the experience you need. You can use the right technology stack and channels for your ICP, but it’s hard to get the right ROI without the right equipment. Do you need:
- Technology stack integration specialists: Connect all platforms so that they work together and turn data into control-panel views that everyone can understand.
- Analysts and strategists: Translate your current campaign data into actionable tactics to ensure you target the accounts most likely to generate conversions.
- Content writers and designers: Develop display ads, white papers, case studies, landing pages, and custom resources for 1: few and 1: 1 campaigns.
- Search for sellers: Turns complex marketing plans and research into SEO and PPC strategies that deliver ads to purchasing committees at every stage of the funnel. Remember to consider billing. Marketing specialists have an annual turnover rate of 19.8%.
Related: Account-based marketing won’t go away. Here’s why.
While the final issue of an ABM program deserves careful consideration, consider generating revenue while doing so. To make the promise of the ABM come true, look at all your options and let the strategy develop once you get started.
The new B2B shopping journey takes many months or even a year or more to move a purchasing committee from awareness to decision. The first ROI benchmark for ABM is usually around the sixth month; then, if you’ve invested wisely and your sales team is making the most of your campaign data, you should see a threefold return on your investment. Patience is a must.
The most sophisticated ABM agencies run full-fun ABM campaigns that include enabling sales as part of their services. These agencies earn their clients up to nine times the return on annual investment for 1: few and 1: 1 campaigns from the first campaign, because they already have the equipment, technology, and experience in orchestration.