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As the year winds down, we get into a very important decision-making period for organizations as they finalize their End-of-Year (EOY) budgets. For marketers — or rather, for most Account-Based Marketing

(ABM) folks — the time of the year is now.

Companies are looking to invest unspent budgets wisely, and you have the opportunity to target high value accounts.

Marketers can use first-party data and intent insights to optimize their ABM strategy and target it precisely.

Here’s how you can do that during this phase when EOY budget decisions are being made.

The Importance of EOY Budgets in B2B Marketing

End-of-year budgets create a sense of urgency and importance like no other time. Most companies want

to spend their budget surplus so they aren’t faced with cuts for the upcoming year, causing decision-makers to become very motivated buyers — typically of severe and high return on investment (ROI) projects.

For B2B marketers, it’s a golden moment in time. If you understand the need behind the urgency that is creating these decisions, then you get to place your product or solution as the urgent and therefore fundamental investment. And ABM is uniquely perfect at this.

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