The rise of account based thinking (cont’d) f t based thinking oun art 2c P The rise oac Big deals build big businesses Inbound can only get you so far (or so fast) The pioneers proved the model For most B2B companies, Customer Acquisition As powerful as inbound marketing can be, Reports from the front lines of account based Costs and Lifetime Value economics are far ‘fishing with nets’ will always catch a lot more programs have been astonishingly positive. more compelling in the enterprise market. And small companies than big ones (there are far Account based programs have been shown to for many, big deals are worth 10-20 times more more of them out there). yield the highest conversion rates and greatest than the average deal size. These are company- revenue growth of all the programs they run. making deals and they’re worth building a sales More importantly, inbound programs take And the wider sales and marketing community and marketing strategy around. 6-9 months to start seeing results and a full has taken notice. 12-24 months to start seeing significant value. For a new product or line of business, you have to start that process all over again. Account based marketing Most companies simply don’t have the luxury delivers the highest Return on of waiting for the lead-centric inbound model Investment of any B2B marketing to ramp up. Outbound, account based efforts strategy or tactic. Period. are a much faster route to revenue. ITSMA Finally, even companies that have already established their inbound machine are finding that they’re starting to reach saturation. It’s just far more crowded out there and everyone is competing against a lot more content aiming at the same audience. For many, inbound is starting to see diminishing returns. 10