Whether you are using Account-Based Marketing (ABM) or B2B marketing, the approach to sales can vary significantly in a consulting firm. Both strategies aim to attract and convert high-value clients, but they differ in how sales interact with and close sales.
In this post, we will explore the impact of ABM vs B2B marketing on sales efforts within a consulting firm and how they influence sales performance.
ABM vs. B2B Marketing: What’s the Difference?
Both Account-Based Marketing (ABM) and B2B marketing focus on selling to businesses, but they take very different approaches.
While B2B marketing casts a wide net to attract many potential customers, ABM focuses on specific high-value clients with a more targeted approach.
Key Differences Between ABM and Traditional B2B Marketing
Aspect | ABM (Account-Based Marketing) | B2B Marketing |
Targeting | Focuses on specific high-value accounts | Targets broad industry |
Approach | Personalised, account-specific marketing | Mass marketing & lead generation |
Lead Generation | Quality > Quantity (fewer, highly qualified leads) | Quantity > Quality (large volume of leads) |
Sales & Marketing Alignment | Strong collaboration to target accounts | Often separate teams with different goals |
Marketing Channels | Multi-channel (email, LinkedIn, events, retargeting ads, content personalisation) | Inbound marketing (SEO, PPC, blogs, social media) |
Conversion Rate | Higher (focused on best-fit accounts) | Lower (not all leads are high quality) |
Sales Cycle | Longer, relationship-driven sales process | Shorter, volume-driven sales process |
ROI Measurement | Measured by account engagement & deal closure | Measured by lead volume & conversion rates |
What is Account-Based Marketing (ABM)?
ABM is a highly targeted marketing strategy where sales and marketing teams work together to identify and engage a specific set of high-value accounts.
Instead of trying to reach a broad audience, Account-Based Marketing (ABM) targets specific companies by creating personalised messages for their key decision-makers.
How ABM Drives Sales in a Consulting Firm
ABM is particularly effective for consulting firms because it targets high-value accounts with highly personalised strategies. Here’s how:
1. Focused Targeting of Ideal Clients
ABM is about identifying a specific group of key clients that fit your firm's services.
Sales teams in consulting firms benefit from ABM’s laser focus because they are not spending time on cold leads or unqualified prospects.
Instead, they focus on key decision-makers within target accounts, increasing the likelihood of securing business.
2. Personalised Outreach for Deeper Engagement
One of the key features of ABM is its personalised approach to working with clients.
Sales teams work closely with marketing to craft tailored messages, content, and solutions that resonate with the specific challenges faced by target accounts.
This level of personalisation helps sales teams build trust and credibility, making it easier to engage high-level executives in companies who are often overwhelmed with generic pitches.
3. Alignment Between Sales and Marketing Teams
ABM encourages strong alignment between sales and marketing, which is essential for successful sales in a firm.
Sales teams rely on marketing to deliver high-quality leads, while marketing teams depend on sales for feedback on which messaging and strategies are most effective.
This close collaboration ensures a steady experience for target accounts, which increases the successful rate of sales.
4. Shortened Sales Cycles
As ABM targets highly qualified, well-researched accounts, the sales cycle tends to be shorter compared to B2B Marketing.
With a tailored strategy in place, sales teams can engage prospects more efficiently and close deals faster, especially when both sales and marketing teams are fully aligned on the goals and messaging.
5. Stronger Relationships and Higher Retention Rates
Sales teams that engage with clients via ABM are typically able to build stronger and more long-term relationships.
The tailored and strategic approach helps sales teams position themselves as trusted advisors, which is crucial in consulting.
As a result, the firm’s clients are more likely to stay loyal, resulting in higher retention rates and potentially more upselling or cross-selling opportunities.
What is B2B Marketing?
B2B (Business-to-Business) marketing focuses on generating a high volume of leads from businesses within a certain industry.
It typically uses inbound marketing tactics like SEO, content marketing, email campaigns, and social media ads to attract as many potential buyers as possible.
How B2B Marketing Drives Sales in a Consulting Firm
B2B marketing strategies, on the other side, take a more general approach. Here’s how B2B marketing affects sales:
1. Broader Audience Reach
B2B marketing involves targeting a wider audience, usually through digital advertising, content marketing, or events.
Sales teams rely on inbound leads generated by marketing efforts such as webinars, newsletters, and SEO blog posts.
The sales team then works through a larger pool of leads, qualifying them based on their level of interest and potential.
2. Sales Funnel Expansion
B2B marketing focuses on expanding the top of the sales funnel by generating a large number of leads. Sales teams will then nurture these leads, moving them through different stages of the funnel.
While this approach creates a larger volume of potential sales, it may not always be as efficient as ABM, as not all leads will convert into paying clients for a consulting firm.
3. Less Personalised Engagement
B2B marketing relies on creating generalised content for a wide audience, rather than tailoring content to specific accounts.
This approach helps to attract a larger volume of leads, reaching a wider group of potential clients.
However, sales teams often need to engage a wide range of leads, which may require more nurturing to ensure the message resonates with the right decision-makers.
4. Longer Sales Cycles
Because B2B marketing typically targets a broader audience, the sales cycle can be longer.
Sales teams in consulting firms must invest time and resources in qualifying leads, educating prospects, and overcoming objections.
Unlike ABM, where the focus is on closing a smaller set of high-value accounts, B2B marketing often requires more time and effort to convert leads into clients.
5. Higher Volume, Lower Conversion Rates
B2B marketing can generate a higher volume of leads for a consulting firm, but not all of these leads will be high quality.
Lead nurturing becomes crucial in converting these leads, and while some will convert into clients, the conversion rates may be lower compared to ABM strategies that focus on a select group of accounts.
The sales team will often have to sift through many more leads to find the ones with the highest potential.
Comparing ABM and B2B: Which Strategy Drives More Sales?
ABM Advantages for Sales:
More efficient targeting of high-value accounts.
Shortened sales cycles and a more personalised approach that resonates with decision-makers.
Strong alignment between sales and marketing, which improves sales success.
Higher client retention rates due to strong and long-term relationships built on tailored interactions.
B2B Marketing Advantages for Sales:
Broader reach that enables firm to attract a large pool of potential leads.
More lead volume which can result in a diverse mix of opportunities.
Sales teams can tap into a wide range of channels and resources for lead generation, including content marketing, SEO, and social media.
Ideal for firms to serve a larger number of customers instead of a specific group.
Conclusion
Both ABM and B2B marketing have significant impacts on sales in consulting firms, but their effectiveness largely depends on the firm’s target market, sales process, and overall strategy.
Ready to drive targeted sales and accelerate your business’s growth with ABM or B2B marketing?
Whether you’re looking to personalise your approach or expand your lead pool, call us today at +353 (01) 575 5088 or email aidan@alignca.ie to learn how we can help you build a results-driven sales strategy tailored to your firm's needs.
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