Companies spend less on their marketing programs and generate better and bigger deals using a super-targeted approach to marketing:

Revenue-Focused Marketing (RFM). 

Here’s a case in point. One healthcare IT company with a complex solution and a finite market learned first-hand just how well ABM works.

This client I worked with completed a campaign that cost $49,000. This RFM effort was laser-focused on ideal prospects (right size and right criteria); and the right role (targets with the right titles). The company only reached out to organizations that could be high-value clients.

That means they didn’t waste effort on a scattershot approach. Their time and money were applied to generating leads that paid off, and included extensive nurturing across multiple buying cycles.

Guess how much a traditional, less focused approach that involved reaching out to everyone in the marketing would have cost? More than 3X as much ($172,200).

If you’re still struggling with the same old issues marketing and sales has struggled with for years consider the following comparisons between traditional marketing and revenue-focused marketing (as defined by Jon Miller, who coined the RFM phrase (and who also co-founded Engagio, which was acquired by Demand-base in 2020).

Traditional Marketing Vs. Revenue-Focused Marketing

--Vanity Metrics vs. Target Account influence. Lots of phone calls and emails aren’t better. What really counts is meaningful, personalized engagement with the folks in a position to buy.

--More Leads. vs. Better Leads. It’s the age-old quantity/quality issue. Sales really does need fewer leads—if they’re highly qualified. Otherwise, all the leads are wasted.

--Satisfied Customers vs. Raving Fans. ABM is not about one-off deals. It’s about forging the strong relationships that last past the close. 

--Small Deals vs. Big Deals. It’s the enterprise deals that count. Smaller accounts can be a distraction both before and after the sale.

--Silos vs. Alignment. When sales and marketing work together to drive revenue (and that takes process for sure) everybody benefits—the prospect/client, the team members, and the organization.