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Account-based Marketing Strategy

An account-based marketing (ABM) strategy typically involves the following elements:



ABM has been shown to be a highly effective approach for B2B companies looking to generate leads and close deals.

There are many surveys and much data that highlights the success of ABM:

  • According to a survey by the ABM Leadership Alliance, 
  • 84% of companies using ABM reported seeing a higher ROI from their marketing efforts than with other types of marketing.
  • Another survey, by ITSMA, found that companies using ABM reported a 
  • 67% higher conversion rate compared to other types of marketing.
  • A study by Demand Metric found that ABM generates an average of 
  • 208% higher revenue per deal than other types of marketing.
  • According to a survey by the ABM Leadership Alliance, 
  • 89% of companies using ABM reported that the approach improved alignment between sales and marketing teams.
  • A survey by Demandbase found that 
  • 94% of companies using ABM saw an increase in engagement from target accounts.
  • ABM is a highly effective approach for B2B companies looking to generate leads and close deals, with a focus on high-value accounts and personalized campaigns. As an ABM agency, what we see here at Hat Media with our clients campaigns, ABM has been shown to drive higher return on investment, conversion rates, revenue per deal, and improved alignment between sales and marketing teams, as well as an increase in engagement from target accounts.

From our own experiences over the years, we typically see the following to better improve ABM B2B Tech & SaaS success metrics:

  1. The Company's offering is B2B and operating in a niche.
  2. The lead in time for a sale is in the multiples of months (6-18 months+).
  3. The value of the sale is in the multiples of tens of thousands of dollars.
  4. The Company has an experienced sales team.

Account based marketing campaigns are typically executed over several months and include the following components:

  • An account based marketing strategy: without this, your ABM will likely fail.
  • The target list build: Include using intelligence and 'intent' data such as Apollo, as well as LinkedIn sales navigator.
  • Typically we start with ABM '1 to many' (100-300 Accounts) and then over time drilling down into the better engaging Accounts, who will eventually have their own personalized ABM '1 to 1' content and landing pages.
  • An account based marketing planning schedule: including emails, LinkedIn messaging and social selling to C-level executives within the target accounts, recognising pain points, highlighting expertise and unique value proposition.
  • Account-Specific Landing Pages: We create account-specific landing pages tailored to the specific needs and challenges of the target accounts, with a focus on driving engagement and nurturing relationships. Once we get to ABM '1 to 1', we will be producing these personalized Landing pages for each Account.
  • Customised Content: We developed and distributed customized content tailored to the specific needs and challenges of each target account, including whitepapers, case studies, and webinars, for each stage of their 'buying journey'
  • A creative concept: such as above,, for our client Idoba's ABM creative concept that helps them cut through with their ABM.

ABM is not a one-size-fits-all solution, but when executed correctly, it can drive significant revenue growth. The key is to start small, test and learn, and then scale up as you begin to see results.- Peter Isaacson, CMO, Demandbase

One of our best Account-based marketing campaigns! See here how we helped Lenovo generate US$66Million across APAC.