The average email click-through rate is 2.6 percent. The rate of return on direct mail is around 1 percent. A good social media campaign will convert at less than 1 percent.

Why are these numbers so low? Because many new marketing campaigns don’t have the right customer research, ideal client avatars, personalization, or segmentation. They dangle a worm out there to see if anyone bites.

These factors are important, and it is why account-based marketing is a great opportunity. It is a great way to find the ideal client who you will pay you month after month.