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Exec Tech:  Account Based Marketing (ABM)

Account-Based Marketing (ABM) is a targeted marketing strategy that focuses on building relationships with individual accounts or high-value customers. Instead of casting a wide net and hoping to attract leads, ABM involves a more personalized approach that tailors marketing and sales efforts to specific accounts. ABM has become increasingly popular in recent years as businesses strive to improve their ROI and drive revenue growth. In this blog post, we will explore the benefits of ABM, the steps involved in implementing a successful ABM strategy, and some best practices for ABM campaigns.

Benefits of Account-Based Marketing (ABM)

One of the primary benefits of ABM is that it allows businesses to focus their marketing efforts on high-value accounts that are most likely to convert into customers. By identifying and targeting specific accounts, businesses can optimize their marketing and sales strategies to meet the unique needs and preferences of those accounts. This can result in higher conversion rates, shorter sales cycles, and increased revenue.

ABM also promotes alignment between marketing and sales teams. Since ABM involves a highly targeted approach, marketing and sales teams need to work closely together to develop and execute campaigns. This collaboration can lead to a more streamlined sales process and better customer experiences, as both teams are working towards a common goal.

Steps to Implementing an Account-Based Marketing (ABM) Strategy

  1. Identify high-value accounts: The first step in an ABM strategy is to identify the accounts that are most likely to convert into customers. This involves analyzing customer data to determine which accounts have the highest potential value.

  2. Develop a personalized approach: Once high-value accounts have been identified, the next step is to develop a personalized approach for each account. This may involve creating customized content, tailoring messaging to the account's unique needs and preferences, and developing targeted advertising campaigns.

  3. Create a multi-channel campaign: ABM campaigns typically involve multiple channels, including email, social media, and digital advertising. It's important to create a cohesive campaign that delivers a consistent message across all channels.

  4. Measure and adjust: ABM is an iterative process, and it's important to measure the success of campaigns and make adjustments as necessary. This may involve analyzing engagement metrics, tracking conversion rates, and gathering feedback from customers.

Best Practices for Account-Based Marketing (ABM) Campaigns

  1. Align marketing and sales teams: As mentioned earlier, ABM requires close collaboration between marketing and sales teams. It's important to establish clear goals and communication channels to ensure that both teams are working together effectively.

  2. Develop customized content: ABM campaigns should be tailored to the specific needs and preferences of each account. This may involve creating customized content that addresses the account's pain points and offers solutions to their challenges.

  3. Use targeted advertising: Digital advertising can be a powerful tool for ABM campaigns. By using targeted advertising, businesses can reach high-value accounts with customized messaging that speaks directly to their needs.

  4. Measure success: It's important to measure the success of ABM campaigns to determine their effectiveness and make adjustments as necessary. This may involve analyzing engagement metrics, tracking conversion rates, and gathering feedback from customers.

Account-Based Marketing (ABM) is a highly effective marketing strategy that allows businesses to focus their efforts on high-value accounts. By identifying and targeting specific accounts, businesses can optimize their marketing and sales strategies to meet the unique needs and preferences of those accounts. With careful planning, a personalized approach, and a multi-channel campaign, businesses can drive revenue growth and improve their ROI with ABM.

What companies can benefit from an ABM Strategy?

Account-Based Marketing (ABM) is particularly useful for companies that have a high-value customer base, typically in the B2B space. These may include:

  1. Enterprise-level companies: Large organizations that have complex sales processes and require a more personalized approach to marketing and sales.

  2. Technology companies: Companies in the technology industry that sell software, hardware, or other technology solutions to businesses.

  3. Financial services companies: Financial institutions such as banks, investment firms, and insurance companies that have high-value clients and require a more targeted approach to marketing.

  4. Healthcare companies: Healthcare organizations such as hospitals, clinics, and pharmaceutical companies that sell to other businesses or healthcare providers.

  5. Professional services firms: Companies that offer specialized professional services such as law firms, consulting firms, and accounting firms.

In general, any company that has a high-value customer base and a long sales cycle may benefit from an ABM strategy. By identifying and targeting specific accounts, businesses can optimize their marketing and sales efforts to improve conversion rates, shorten sales cycles, and increase revenue.

What are some of the more popular ABM Platforms?

There are many ABM platforms available on the market, each with its own unique features and capabilities. The best ABM platform for your business will depend on your specific needs and budget. Here are some of the top ABM platforms to consider:

  1. Terminus: Terminus is a comprehensive ABM platform that offers a range of features including account targeting, advertising, sales enablement, and analytics. It integrates with popular marketing automation and CRM tools such as Salesforce, Marketo, and HubSpot.

  2. Engagio: Engagio is an ABM platform that focuses on account-based engagement, allowing businesses to build relationships with high-value accounts across multiple channels. It offers features such as account insights, account-based advertising, and sales orchestration.

  3. Demandbase: Demandbase is a leading ABM platform that offers a range of solutions including account identification, advertising, personalization, and sales enablement. It integrates with popular marketing automation and CRM tools, as well as third-party data providers.

  4. 6sense: 6sense is an AI-powered ABM platform that uses predictive analytics to identify high-intent accounts and deliver personalized messaging across multiple channels. It offers features such as account scoring, intent data, and sales intelligence.

  5. RollWorks: RollWorks is an ABM platform that offers a range of solutions including account identification, advertising, and sales enablement. It integrates with popular marketing automation and CRM tools, as well as third-party data providers.

  6. Madison Logic: Madison Logic is an ABM platform that specializes in B2B lead generation and account-based advertising. It offers features such as account targeting, lead generation, and programmatic advertising.

Ultimately, the best ABM platform for your business will depend on your specific needs and goals. It's important to carefully evaluate each platform's features and capabilities to determine which one is the best fit for your business.