Power Your Growth
hello@propensity.com
Account-based marketing (ABM) has always been a promising approach for companies targeting high-value accounts via personalized campaigns. After all, the commitment to extreme accuracy, deeper customer engagement, and better ROI has made ABM an attractive marketing avenue for many businesses.
However, implementing and managing ABM has traditionally been cumbersome and complex. While the concept of ABM has been around for a good ten years and has helped many companies achieve unprecedented success, others have been forced to abandon ABM strategies based on high barriers to entry.
The good news: these traditional barriers are disappearing as newer, more focused solutions enter the market. Platforms like Propensity are designed to make ABM accessible to everyone with a next-gen approach that promises ease of use, affordability, and more immediate ROI. So today, we'll delve into legacy ABM approaches and the barriers they've created. We’ll contrast their limitations against the latest next-gen competitors (including Propensity) to show just how advanced ABM has gotten - and how much easier it is to adopt. If you’ve ever considered account-based marketing, but had reservations based on high costs or overly complex processes, now’s the time to get excited about ABM all over again!
While legacy technologies have paved the way for ABM and shown the clear value of focusing on in-market accounts (and personalized messaging), they often lack clarity and intuitiveness modern companies require when adopting new technologies. These barriers to entry mean many marketers have struggled to reap the full benefits of a traditional ABM campaign.
Early adopters of ABM struggled with these five legacy solution issues:
Next-gen ABM, on the other hand, has removed these traditional barriers to entry and found a way to make this popular marketing strategy more accessible and easier to understand for faster implementation and more apparent ROI.
Next-gen solutions like Propensity are designed to address pain points that have plagued ABM practitioners for years. They've actively removed the friction and complexity associated with legacy ABM tech and replaced typical shortcomings with a more streamlined ABM approach tailored to deliver results quickly:
Standout features make Propensity an effective next-gen ABM platform. These unique twists on traditional approaches ensure ABM is more efficient while ensuring marketing and sales can collaborate seamlessly on strategy. The results: better transparency and a quicker path to ROI.
Propensity uses advanced machine learning algorithms to help identify and prioritize high-value leads. It analyzes a range of data points, including firmographic and behavioral data and first and third-party intent signals, to ensure that target accounts have the highest conversion potential.
With Propensity, creating personalized, automated campaigns is easy. Built-in AI functionality helps shortcut the playbook creation process for faster campaign set up. Users have the freedom to craft tailored messages and offers for each account. AI assistance, coupled with customizable plays, enables companies to build laser-focused strategies around relevant and engaging outreach. These advanced features allow teams to scale their personalized campaigns without sacrificing quality.
Propensity integrates seamlessly with existing CRM and marketing tools, including HubSpot, Apollo.io, and Salesforce, allowing organizations to sync data effortlessly. This ensures that ABM efforts are aligned with broader marketing and sales efforts while providing a unified view of customer interactions.
Propensity's analytics dashboard showcases daily engagement that reveals campaign performance. From engagement metrics to conversion rates, users have all the data they need at their fingertips. This allows for rapid adjustments and optimizations to keep campaigns on message and track.
Distinct ABM features enable marketing and sales teams to collaborate more effectively. With shared dashboards and engagement updates, both teams can stay aligned on account strategies and goals, fostering a more cohesive approach to ABM.
Companies that switch to Propensity quickly reap the benefits. For example, inbound marketing agency Weidert Group has been using Propensity to run and optimize ABM campaigns to deliver carefully targeted market-qualified leads to clients—a strategy that has witnessed 5X more engagement. Similarly, RIVET, a SaaS-based construction software, increased its brand visibility in less than six months, helping the company land more demo requests and increase conversions in record time.
Non-profit Merit America also benefited from Propensity's next-gen approach to ABM. Results were evident in the first campaign, with a 97% increase in web traffic and 119 hot leads across 33 accounts. The team even improved on their initial success, increasing qualified leads from 119 to 430 by their second campaign. These results were delivered in weeks, not months, and the company continues to record impressive KPIs while maintaining a solid pipeline velocity over time.
If you've been frustrated with legacy ABM platforms' complexity, cost, and ineffectiveness, it's time to switch! Propensity’s next-gen ABM approach is designed with the modern marketer in mind, offering a simplified, cost-effective, and effective solution that addresses your Account-Based Marketing needs. With Propensity, you can focus on what truly matters—engaging and converting high-value accounts—and get started in as little as 30 minutes.
%201.svg){kind=icon}