Account Based Marketing (ABM)

Back to Glossary

Account Based Marketing (ABM) is driving the growth of sales opportunities, with a substantial 79% share and delivers 97% higher return on investment as compared to other marketing strategies

Have you ever wondered what it would be like to engage your ideal clients with a marketing strategy so personalized it feels tailor-made just for them? 

That’s the captivating world of Account Based Marketing (ABM).

Want to discover how this strategic approach can transform your business?

What is ABM? – Account Based Marketing

Imagine you’re running a bakery, and you have two types of customers: walk-in customers and regular clients who order large cakes for special occasions.

Walk-in customers are great for quick sales, but they don’t bring in as much revenue as your regular clients.

ABM is like focusing on those regular cake-ordering clients.

Instead of treating every customer the same, you tailor your marketing and sales efforts to each high-value account.

You might offer them exclusive discounts, invite them to special events, or even create custom cakes based on their preferences.

By building these deep relationships, you can increase their loyalty and encourage them to spend more money with you.

That’s the essence of ABM: focusing on a select group of high-value accounts to maximize revenue and customer satisfaction.

ABM aims to build strong connections, boost engagement, and increase the chances of turning these special accounts into long-term partners or customers.

What are the benefits of Account Based Marketing (ABM)?

B2B companies are increasingly using account-based marketing (ABM) to win over big clients. ABM is especially helpful for companies with long sales cycles and large deals, as it offers benefits that other marketing methods don’t.

Listed are the benefits of Account Based Marketing

Targeted approach

ABM is like having a spotlight on those hi-value accounts you really want. In this approach, you are not scattering your efforts all over the place; but only on a specific pool of accounts. 

Due to the laser-focused attention, you are not just shooting in the dark hoping for engagement. You are increasing the chances of catching their eye and making a real connection.

Higher ROI 

Account based marketing is like putting your money where it matters most. You are not spreading your marketing budget thin; you are channeling it right at those top-tier accounts. It’s like giving your best shot where you know you will hit the bullseye. 

By focusing on these accounts with the biggest potential, you are making every dollar count. With ABM, your chances of closing those deals increases exponentially.  

Enhanced personalization 

Account based marketing pushes you to personalise communication for better conversions. You are not sending out generic messages any longer; you are crafting each one specifically for those special accounts. 

When your message is tailor-made for prospects, it’s not just another sales pitch, it’s like a conversation. This shows prospects that you understand them and their needs

Scalability and flexibility: 

Account based marketing is like having an adaptable toolkit for your marketing. It’s not a one-size-fits-all strategy; it’s more like a set of tools you can adjust based on what you need.

Whether you’re focusing on a small group of key accounts or spreading your wings to reach a bigger bunch, ABM’s got your back. It gives you the flexibility to tweak and fine-tune your strategies to match exactly what your business needs at any given time.

Increased employee engagement and motivation

Account based marketing can help your teams feel more engaged and motivated by giving them the opportunity to work on strategic initiatives that have a direct impact on your company’s bottom line. 

ABM provides employees with a clear sense of purpose and allows them to see the direct results of their work. This sense of ownership and impact can lead to increased employee engagement, motivation, and productivity.

ABM Benefits due to Alignment between Sales & Marketing  

ABM requires collaboration between marketing, sales, and customer service teams, leading to better alignment and cooperation across the organization. 

ABM breaks down silos between departments and encourages teams to work together to achieve common goals. 

This alignment ensures that all interactions with target accounts are consistent and aligned, leading to a more seamless customer experience. 

Some key benefits from the alignment are

Enhanced customer experience

Account based marketing isn’t about a one-time wow; it’s about consistently delighting your accounts. To make that happen, your sales and marketing teams need to be in sync.  

They have got to be on the same page, knowing exactly where each account stands in their journey. That way, when it’s time to communicate, whether it’s through campaigns or sharing details, it’s all personalized, prompt, and spot-on. 

Shorter sales cycles 

ABM can help shorten sales cycles by aligning marketing and sales efforts and focusing on the most promising opportunities. 

By working together, marketing and sales teams can identify and nurture leads more effectively, leading to shorter sales cycles and faster revenue generation. 

ABM also helps to qualify leads more effectively, ensuring that only the most promising leads are passed on to sales, further streamlining the sales process.

Stronger brand reputation

Account based marketing can help your business build stronger brand relationships with your target accounts, leading to improved brand reputation and recognition. 

By aligning your marketing and sales messages to each target account, ABM lets you demonstrate your understanding of the account’s unique needs and challenges. 

This personalized approach builds trust and credibility with target accounts, enhancing the company’s brand reputation.

How to implement Account Based Marketing Strategy?

Define your target accounts

Identify the key accounts that have the highest potential to generate revenue for your business. Consider factors such as industry, size, revenue potential, and strategic fit.

Develop buyer personas

Create detailed profiles of your ideal decision-makers within each target account. Understand their roles, responsibilities, pain points, and buying motivations.

Set SMART goals

Establish specific, measurable, achievable, relevant, and time-bound goals for your ABM strategy. These goals should align with your overall business objectives.

Align marketing and sales teams

Create a cross-functional team that includes marketing, sales, and customer service representatives. Ensure clear communication and collaboration across departments.

We have already spoken a lot about this above.

Gather account intelligence

Collect and analyze data from various sources, such as your CRM, industry reports, and social media, to gain a deep understanding of your target accounts.

Segment your target accounts

Divide your target accounts into tiers based on their value, engagement level, and potential for success. Prioritize your efforts towards the most promising accounts.

Tailor your messaging

Craft personalized messages that resonate with each target account’s specific needs, challenges, and interests. Use data-driven insights to inform your messaging.

Choose the right channels

Select the most effective communication channels for each target account, considering their preferences and consumption habits. Utilize a mix of digital and offline channels.

Orchestrate your campaigns

Plan and execute integrated marketing campaigns that align with each account’s stage in the sales cycle. Utilize marketing automation tools to streamline the process.

Measure and refine

Continuously track and analyze your campaign performance using key metrics like engagement rates, conversion rates, and revenue generated. Adapt your strategy based on data-driven insights.

Tactics used in ABM

The tactics used in Account Based Marketing (ABM) lay the foundation for your strategy. Considering the importance of customization, do take a moment to assess these tactics and determine the most suitable approaches for your targeted accounts.

Customised content 

Create customized content that fits your customer’s needs. Think whitepapers, case studies, or webinars that speak directly to what each target account is dealing with. It’s about offering solutions that are made just for them.

Email campaigns 

Personalized email campaigns are very crucial for account based marketing. These emails should be personal, addressing the exact challenges that decision-makers at these target accounts are facing. 

With email, you can achieve your goal to build connections and offer valuable insights.

One-on-one outreach 

This account based marketing tactic is about making personal connections. Whether you use  emails, calls, or LinkedIn messages, it’s about building relationships with your prospects. 

You should customize your interactions  to understand your prospect’s needs better and offer the right help. 

SmartReach.io can be your go-to software, if you opt for this tactic, as it provides multichannel outreach via email, call, LinkedIn, Whatsapp and message.

Account-specific webinars or events

Hosting exclusive events or webinars tailored to the interests and needs of your target accounts is a great way to offer unique insights.  These events focus solely on the challenges faced by your target  accounts, offering solutions and building a sense of exclusivity. 

Targeted advertising

Digital ads are strategically designed to catch the attention of prospects working at your target accounts. They highlight solutions that directly address the problems or concerns of your target accounts

Social media engagement 

Initiate conversation with the big decision-makers or influencers from your target accounts, sharing content that’s just right for their interests. 

Account based website personalization

In this ABM tactic, you need to have a tailor-made experience for website visitors. You can utilize tools like a free landing page builder to craft unique pages for each account. 

Customize your web pages with fitting content, such as case studies, and compelling calls-to-action aimed at decision-makers, utilizing a website personalization process to tailor the user experience based on individual preferences and behaviors.

Account based retargeting 

Retargeting will help you convert stakeholders or decision-makers who have previously shown interest in your offerings. It allows optimization of ads across channels with relevant content. 

This method assists in directing the attention of decision-makers within target accounts towards desired actions, like revisiting a website or downloading resources.

Account based marketing examples

Adobe

Adobe uses ABM to target large enterprises in the creative industry. They develop personalized content and email campaigns for each target account, and they use predictive analytics to identify which accounts are most likely to buy.

Salesforce

Account based marketing strategy is used by Salesforce  to target high-growth businesses in the B2B sector. They host exclusive events for target accounts and provide them with personalized financial advice.

GE

GE uses ABM to target key suppliers in the manufacturing industry. They develop collaborative partnerships with target accounts to streamline their supply chain and improve efficiency.

Cisco

Cisco utilizes ABM to tailor its marketing campaigns and interactions to the unique needs and interests of large enterprises in the tech space. They develop personalized solutions and pricing for each target account, and they use a dedicated sales team to manage each account.

Oracle

Large enterprises in the software industry like Oracle uses ABM. They develop personalized content and training programs for each target account, and they use a dedicated customer success team to manage each account.

Microsoft

Microsoft uses account based marketing  to target small and medium-sized businesses (SMBs). They develop personalized marketing campaigns and offer SMB-specific pricing for their products and services.

IBM: 

You can target large enterprises using AMB strategies just like IBM. They develop personalized solutions and partnerships with each target account, and they use a dedicated government sales team to manage each account.

SAP

SAP leverages account-based marketing to target large enterprises in the healthcare sector. They develop personalized solutions and compliance programs for each target account, and they use a dedicated healthcare sales team to manage each account.

HubSpot

HubSpot implements ABM strategies to effectively engage and attract potential customers among small and medium-sized businesses. They develop personalized marketing and sales automation tools for each target account, and they use a dedicated SMB customer success team to manage each account.

Shopify

Shopify utilizes ABM to tailor its marketing campaigns and interactions to the unique needs and interests of SMBs in the retail space. They develop personalized e-commerce solutions and training programs for each target account, and they use a dedicated retail sales team to manage each account.

Account based marketing channels

Account-based marketing (ABM) starts with creating relevant customer segments and then identifying personalized marketing campaigns tailored to those segments across the most effective channels, such as events, websites, and email. 

Each company’s ABM strategy will utilize a unique mix of tactics.

Your approach to targeting a specific account will depend on the account’s unique characteristics, relevant segments, and effective marketing channels. 

The target segments you choose for ABM programs should align with the areas that can add the most value to your organization. Here are some real-world examples of how B2B marketers can use ABM to develop effective marketing programs:

LinkedIn for account Targeting

As a B2B marketer, you can  make the most of LinkedIn for reaching out to specific businesses. LinkedIn helps you to pinpoint and connect with the key decision-makers. 

After finding the key decision-makers, create special content just for them, like a personal message tailored to speak their language. Such tailored content helps you start meaningful conversations and keeps them engaged with your offerings. 

Personalized content hub

You can  create a personalized content hub that would target high-value accounts. 

You can get a collection of case studies, webinars, maybe even some impressive thought leadership articles—all custom-made to fit your account’s  needs and challenges. 

For your targeted accounts, it would be a treasure trove of insights, solutions, and engaging content, uniquely curated to address their pain points and give them the exact information they are looking for. 

Highly customized email campaigns

The emails you draft for your accounts should be hyper-personalized.  These emails should be packed with content that speaks volumes — it should address the challenges, pain points, and interests of the decision-makers within your target companies. 

 The main goal is to build relationships by showing these companies that you truly understand them.

Event or workshop exclusives

As  B2B marketers, you can organize events or workshops specifically tailored for your target accounts. Like hosting workshops with those accounts in mind—addressing their unique challenges, needs, and aspirations.

With these events, you can  offer solutions that fit them perfectly, solving their problems while also strengthening relationships. It’s about creating a space where these accounts feel understood, valued, and appreciated.

Paid advertising

You can  use PPC (pay-per-click) and paid ads on social media to grab the attention of those key companies you targeting. 

Platforms like LinkedIn and Facebook can help you showcase your message to specific companies and even particular people within those companies.

By using targeting and retargeting, you can  focus on just a few target accounts rather than shouting out to everyone. 

Takeaway

Account Based Marketing (ABM) is a smart new way for B2B companies to win over big clients. Instead of sending out general messages to everyone, ABM allows you to focus on getting to know each of your high-valued client really well. This means sending them personalized messages, insights, information and offers that are written  to match their specific needs.

ABM isn’t just about sending out messages and hoping for the best. You have  use special tools to know  how well your messages are working and where you need to make improvements. This data-driven approach can help marketers like you, make sure your messages are getting through and making a positive impact on your prospective clients.

In other words, Account Based Marketing (ABM) isn’t just about finding new customers. It’s about building strong relationships with them so they keep coming back to you for more. This makes ABM a really important part of your  B2B marketing strategy.