Account-based Marketing Strategy

When creating a custom ABM strategy, the better the brief the better the outcome. Which is why we have developed our 100 question brief as we find the outcomes from such granularity to be worth the investment.

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

  • Target account list: The first step in creating an ABM strategy is to identify and prioritize your target accounts. This may involve researching and profiling your ideal customer, considering account fit and fit-to-priority, and creating a list of target accounts to focus your efforts on.
  • Personalised messaging and content: ABM is all about delivering highly personalized campaigns that address the unique needs and challenges of each target account. This may involve creating custom messaging and content that speaks directly to the target account's pain points, challenges, and buying considerations. We typically build a content map and matrix that will highlight what content is required at each stage of the customers buying journey.
  • A creative concept: such as above for our client Idoba, will help your ABM campaign stand out and get cut through. (See other examples of our creative thinking here).
  • Multi-channel approach: ABM campaigns are often executed across multiple channels, including email, LinkedIn social selling and outreach, targeted ABM advertising, and events. This allows you to reach target accounts with a consistent, integrated message across all touchpoints.
  • Sales and marketing alignment: Effective ABM requires close collaboration between sales and marketing teams. This may involve sharing account information, goals, and messaging, as well as co-planning and co-executing ABM campaigns.
  • Data and analytics: Data and analytics play a crucial role in ABM, helping you to track and measure the success of your campaigns, understand the behaviour and engagement of target accounts, and optimize your approach over time.
  • Technology and tools: ABM often requires the use of specialized technology and tools, such as account-based advertising platforms, marketing automation tools, and analytics platforms, to help you reach, engage, and convert target accounts at scale.
  • Continuous improvement: ABM is not a one-time effort, but rather a continuous cycle of planning, execution, measurement, and optimization. By continually refining and improving your ABM approach based on data and insights, you can achieve even better results over time.

ABM is a game-changer for B2B marketing. By focusing on high-value accounts and delivering personalized campaigns, ABM allows companies to be more strategic and targeted in their marketing efforts, resulting in higher conversion rates, increased engagement, and improved alignment between sales and marketing teams.

Brian Sharp, Vice President of Marketing, LeanData

A well planned and executed ABM strategy will lead to improvements in the success metrics that B2B companies typically employ. For example:

  • According to a survey by the ABM Leadership Alliance, 
  • 91% of companies using ABM reported that the approach helped to increase the lifetime value of their customer relationships.
  • A study by Demand Metric found that ABM has a higher close rate than other types of marketing, with an average close rate of 
  • 20% compared to a general marketing close rate of just 3%.
  • A survey by the ABM Leadership Alliance found that 
  • 86% of companies using ABM reported that the approach improved their ability to prioritize and focus their marketing efforts on high-value accounts.
  • A survey by Demandbase found that 
  • 92% of companies using ABM saw an increase in their win rate for high-value deals.
  • According to a study by Forrester Research, ABM has a higher ROI than other types of marketing, with an average ROI of
  •  300% compared to a general marketing ROI of just 100%.

In conclusion, Account-Based Marketing (ABM) is a highly effective approach for B2B companies looking to generate leads and close deals.

With its focus on a targeted set of high-value accounts and personalized campaigns, ABM has been shown to drive higher ROI, conversion rates, revenue per deal, and improved alignment between sales and marketing teams, as well as increased engagement from target accounts.

If you're looking to drive success in your business, reach out to us today.

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