ABM is your secret weapon because winning is better than pitching.

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Account-based marketing (ABM) isn’t new, yet many professional services firms are still missing the opportunity it provides. They’ll claim ABM as a core strategy in their sales process but rarely follow through. You’ve heard it too—sales and marketing people talking in the hallways about how busy they are pitching with much less talk about how much they’re winning.

This reminds me of a quote by Peter Drucker “Strategy is a commodity; execution is an art.” Perhaps the challenge is that most firms believe they have a solid strategy in using ABM to grow their business, yet the art is committing to the process and execution—you know, the hard work required to move along the sales journey.

You don’t need to wait for the pitch to differentiate your offerings from your competitors. That’s far too late in the process. The true power of ABM campaigns is engaging your customers throughout the process, consistently demonstrating value through your resources, expertise, and brand reputation. In this way, you prove you understand their company and are committed to its success.

ABM campaigns are an important tool because they allow you to focus resources on your most valuable prospects—and to build their trust. Through ABM campaigns, you can establish a relationship with the prospects, demonstrate value, generate higher-quality leads, and create a positive buying experience.

Remember, your prospects need to be able to justify their purchasing decisions. By using ABM, you’re not just putting them through a sales exercise. You are clearly communicating how you will co-create value together.