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Blog 09 December 2021

Account Based Marketing: An Underutelized Marketing Strategy


ABM (Account Based Marketing): the new trend in B2B marketing

It is not always easy to generate qualified leads. Thanks to account-based marketing, it is possible to select the contacts with the highest potential at an early stage of the process. Let’s take a closer look at this new marketing strategy. You can take a look at our page specially dedicated to the marketing strategies to adopt. This article discusses the following points:

  • What is account-based marketing?
  • The main advantages of ABM
  • The different stages of a successful ABM strategy

Account-based marketing

What is account-based marketing?

Account based  marketing is an approach to marketing that is based on the needs of the customer. It is a strategic approach used in B2B marketing. There are other lead generation marketing solutions available. ABM consists of concentrating the various sales and marketing resources available on a defined number of prospects. These are companies with high added value and high purchasing potential.

This type of campaign focuses on accounts that have a high influence on the market. It is more related to the key contacts within these important companies. Therefore, each account will receive special attention and personalised treatment.


The main advantages of ABM

92% of B2B marketers rely on this method to implement an effective marketing strategy (Source: Sirius Decisions). And for good reason, Account-based Marketing has many advantages.

A better return on investment

Account-based marketing helps to improve the company’s commercial results. According to Altera, 97% of marketers surveyed said that ABM campaigns generate a higher ROI than other B2B marketing solutions.

A personalised approach

Account-based marketing uses techniques that are personalised to the targets. They take into account the activities of the target companies. Moreover, The content distributed is in line with the target accounts. Thus, they respond to the specific needs or problems of the prospects. This special attention is greatly appreciated by the clientele. According to CEB, buyers who receive this personalised content relevant to their business are 40% more likely to interact positively with their suppliers.

Better tracking of objectives

Analysing the effectiveness of ABM campaigns is much easier. This is because KPIs are tracked on a small group of key accounts. Say goodbye to the large number of indicators relating to a large set of prospects. This marketing technique makes it easy to draw conclusions about the various measurable results.

Optimisation of available resources

ABM focuses on a specific target audience. Therefore, marketers can focus their resources specifically on these target accounts. It saves resources while ensuring that the techniques used are perfectly effective. In other words, account-based marketing increases revenue with fewer resources.

Excellent sales and marketing alignment

This new B2B strategy allows for the effective alignment of sales and marketing teams. This is very important in inbound marketing. Indeed, the success of such a marketing campaign does not only concern the marketing team. It is important to include the sales team in the process. This alignment allows both parties to set common goals together. Ultimately, it helps to achieve a higher win rate as well as higher transactions.

Optimising the customer experience

To reach a specific target, the brand has to improve the user experience on its website. Indeed, this interface represents the gateway to all the company’s activities. It must be personalised in order to attract the prospect’s attention from the very first contact. By doing so, the customer will be put at the heart of the company’s concerns. It also helps to build a relationship of trust with users.


The different stages of a successful ABM strategy

In order to have a successful ABM marketing strategy, you need to start by defining the key accounts to target. To do this, the marketing team and the sales team must work together. Target segmentation is the key to successful market research. Then it is important to refine the knowledge of the target accounts. To do this, you can use social selling to obtain more precise information about these companies. LinkedIn is a great way to gather this important information.

Once you have determined your target accounts, you need to create specialized content tailored to each selected business. These messages will be sent to break the ice and create a connection with your future customers. The content should provide the solution to the key accounts’ problems. The next step is to define the best channels to deliver this personalised content and launch the ABM campaign. Finally, always remember to evaluate the performance of your campaign to better measure your ROI. This also allows you to detect any flaws in your campaign and rectify them.


What should we remember?

Account-based marketing is a must for any B2B marketing strategy. It focuses more on a handful of businesses with a high likelihood of converting to customers. Therefore, it is important to work on identifying these key accounts to make your ABM campaign successful.

Last time, we talked about the importance and advantages of Retargeting!

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