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Opportunity-Based Marketing for B2B Marketers

Align with sales and turn your opportunities into customers.

You’re a B2B marketer, so we won’t dive into what you already know — demand generation and account-based marketing (ABM) that is. Another strategy is gaining momentum, and it might pique your interest. Say hello to opportunity-based marketing (OBM).

“Yes, B2B marketers do need to market to individual people, but they can’t lose sight that these individuals do not act alone.”

B2B Marketers Should Bury the Lead | Vicki Brown, VP, Principal Analyst, Forrester

While ABM targets specific accounts with personalized campaigns, OBM is a B2B marketing strategy that targets sales-identified opportunities and buying committees within accounts and helps marketers create custom journeys to move toward a sale. Eighty-one percent of sales reps say buyers increasingly conduct research before they reach out. [Salesforce, State of Sales, 2022] OBM brings sales and marketing teams together to identify opportunities earlier in the sales cycle and increase the likelihood of conversion.

Of business buyers say there are more stakeholders involved in purchase decisions than there used to be.

[Salesforce, State of the Connected Customer, 2023]

The average sales deal has 6-10 decision makers (the buying committee), many of whom engage with marketing-led content on a website, at an event, or with an ad. OBM looks at the individual engagement and journey of each decision maker in the committee. It tailors content and offers based on their role, unique interests, and where they are in the decision-making process — ensuring the messaging is consistent and relevant to individual needs.