Account-Based Marketing (ABM) Strategy
Targeting high-value accounts with personalized marketing campaigns to drive engagement and conversions. It can lead to higher ROI and stronger customer relationships but requires significant resources and coordination between sales and marketing teams.
Related Tactics
| Name | Description | Difficulty | Cost |
|---|---|---|---|
| Align sales and marketing teams for a cohesive ABM approach | Coordination between sales and marketing ensures that everyone is on … |
Intermediate
|
Medium
|
| Conduct in-depth research on target accounts to tailor messaging | Doing deep research on target accounts means you really dig into what… |
Intermediate
|
Medium
|
| Create dedicated marketing campaigns tailored to the new markets or products | Tapping into new markets or launching new products? Customized market… |
Intermediate
|
Medium
|
| Develop a clear business plan outlining objectives, roles, and responsibilities | Creating a business plan sets a clear path by defining goals, roles, … |
Intermediate
|
Medium
|
| Develop case studies and content specific to the needs of target accounts | Creating case studies and content tailored to specific target account… |
Intermediate
|
Medium
|
| Develop highly personalised messaging tailored to niche audience needs | Creating super-customized messages that resonate with niche audience … |
Intermediate
|
Medium
|
| Develop personalised content and campaigns tailored to specific high-value accounts | Create unique content and marketing campaigns just for your top-tier … |
Intermediate
|
Medium
|
| Develop personalised marketing campaigns based on data insights | Personalizing marketing campaigns using data insights involves custom… |
Intermediate
|
Medium
|
| Develop scoring models to prioritise leads based on conversion likelihood | Scoring models help you identify which leads are most likely to conve… |
Intermediate
|
Medium
|
| Develop targeted calling lists based on customer data | Targeting calling lists based on customer data helps identify and rea… |
Intermediate
|
Medium
|
| Engage with key decision-makers through direct mail or personalised gifts | Sending direct mail or personalized gifts grabs attention in a tangib… |
Intermediate
|
Medium
|
| Host exclusive events or webinars for targeted accounts | Throw invite-only events or webinars focused on certain accounts. The… |
Intermediate
|
Medium
|
| Implement lead scoring to prioritise high-quality leads | Use lead scoring to identify and focus on the most promising leads. T… |
Intermediate
|
Medium
|
| LinkedIn Conversation Ads | Engage your LinkedIn audience through interactive conversations that … |
Intermediate
|
Medium
|
| LinkedIn Sponsored Content Ads | Promoting articles, posts, or videos directly in the LinkedIn feed to… |
Intermediate
|
Medium
|
| LinkedIn Sponsored InMail (Message Ads) | Deliver personalized messages directly to LinkedIn inboxes. Great for… |
Intermediate
|
Medium
|
| LinkedIn Spotlight Ads | LinkedIn Spotlight Ads let you create personalized, interactive ads t… |
Intermediate
|
Medium
|
| Measure ABM success through account-level metrics and ROI analysis | Track how well your account-based marketing is working by analyzing a… |
Intermediate
|
Medium
|
| Microsoft LinkedIn Profile Targeting Ads | Microsoft LinkedIn Profile Targeting Ads offer precise targeting for … |
Intermediate
|
Medium
|
| Offer personalised products to attract niche customers | Personalized products are a great way to tap into niche markets. They… |
Intermediate
|
Medium
|
| Regularly clean and update databases to maintain data accuracy | Keeping your database clean and updated helps you avoid errors and im… |
Intermediate
|
Medium
|
| Segment audiences based on behaviour and demographics | Segmenting audiences based on behavior and demographics helps you tar… |
Intermediate
|
Medium
|
| Segment customers based on behavioural and demographic data for targeted campaigns | Using customer data to segment your audience helps tailor marketing m… |
Intermediate
|
Medium
|
| Segment users to deliver relevant messages | Segmenting users helps you deliver relevant messages tailored to thei… |
Intermediate
|
Medium
|
| Share customer data (where appropriate) to enhance marketing efforts | Sharing customer data, when appropriate, can boost your marketing by … |
Intermediate
|
Medium
|
| Tailor content based on customer journey stage and persona | Creating content that matches where customers are in their journey an… |
Intermediate
|
Medium
|
| Target ads to specific regions or demographics | By focusing ads on specific regions or demographics, businesses can r… |
Intermediate
|
Medium
|
| Use CRM data to personalise outreach and nurture high-value leads | Use CRM data to create personalized and highly targeted messages for … |
Intermediate
|
Medium
|
| Use customer data to create personalised marketing campaigns | Use customer data to create personalized marketing campaigns by tailo… |
Intermediate
|
Medium
|
| Use customer segmentation to target specific customer groups | Want to focus your marketing efforts on the right crowd? This tactic … |
Intermediate
|
Medium
|
| Use platform-specific targeting options for precise audience reach | Platform-specific targeting helps you hone in on the right audience f… |
Intermediate
|
Medium
|
| Use predictive models to identify high-value prospects for targeted marketing | Predictive models help businesses pinpoint potential high-value custo… |
Intermediate
|
Medium
|
| Use targeted advertising to reach niche markets effectively | Targeted advertising helps businesses zero in on specific niche marke… |
Intermediate
|
Medium
|
| Utilise LinkedIn and other B2B platforms for targeted advertising | Leverage LinkedIn and similar platforms to run ads targeting other bu… |
Intermediate
|
Medium
|
| Utilise a CRM system to track and nurture leads through the funnel | Using a CRM system helps you stay organized by keeping track of all y… |
Intermediate
|
Medium
|
| Utilise audience segmentation for more targeted ads | By segmenting your audience, you can create highly targeted ads that … |
Intermediate
|
Medium
|
| X Promoted Accounts | Promoted Accounts on X help you get your account discovered by potent… |
Intermediate
|
Medium
|
Related Tools
| Name | Description | Pricing | Ease of Use |
|---|---|---|---|
| 6sense | 6sense is an advanced marketing tool designed to empower marketing pr… |
Paid Only
|
Moderate
|
| Clearbit | Clearbit is a powerful data enrichment and lead intelligence tool des… |
Paid Only
|
Moderate
|
| Demandbase | Demandbase is a leading account-based marketing platform designed to … |
Paid Only
|
Moderate
|
| Engagio | Engagio is a leading account-based marketing platform designed to enh… |
Paid Only
|
Moderate
|
| EverString | EverString is a sophisticated marketing tool designed to enhance cust… |
Paid Only
|
Moderate
|
| Gingr | Gingr is a comprehensive marketing tool designed to enhance customer … |
Paid Only
|
Moderate
|
| HubSpot Sales | HubSpot Sales is a robust marketing tool designed to streamline and e… |
Paid Only
from $50.00/mo
|
Moderate
|
| HubSpot Sales Hub | HubSpot Sales Hub is a comprehensive sales platform designed to enhan… |
Paid Only
from $50.00/mo
|
Moderate
|
| LaunchDarkly | LaunchDarkly is a feature management platform that empowers marketing… |
Paid Only
|
Moderate
|
| LinkedIn Campaign Manager | LinkedIn Campaign Manager is a specialized tool designed to empower m… |
Paid Only
|
Moderate
|
| LinkedIn Marketing Solutions | LinkedIn Marketing Solutions, a robust tool by Microsoft, empowers ma… |
Paid Only
|
Moderate
|
| LinkedIn Sales Navigator | LinkedIn Sales Navigator is a robust tool designed to enhance lead ge… |
Paid Only
from $99.00/mo
|
Moderate
|
| Marketo | Marketo is a leading marketing automation platform designed to enhanc… |
Paid Only
|
Moderate
|
| Marketo Engage | Marketo Engage is a sophisticated marketing automation platform desig… |
Paid Only
|
Moderate
|
| Metadata.io | Metadata.io is a powerful marketing automation platform designed to o… |
Paid Only
|
Moderate
|
| Pardot | Pardot, a Salesforce product, is a leading B2B marketing automation p… |
Paid Only
|
Moderate
|
| RollWorks | RollWorks is a comprehensive account-based marketing (ABM) platform d… |
Paid Only
|
Moderate
|
| SalesLoft | SalesLoft is a leading sales engagement platform designed to enhance … |
Paid Only
|
Moderate
|
| Salesforce Financial Services Cloud | Salesforce Financial Services Cloud is a comprehensive CRM platform d… |
Paid Only
|
Moderate
|
| Salesforce Pardot | Salesforce Pardot is a powerful B2B marketing automation tool designe… |
Paid Only
from $1250.00/mo
|
Moderate
|
| Terminus | Terminus is a leading account-based marketing platform designed to st… |
Paid Only
|
Moderate
|
| ZoomInfo | ZoomInfo is a leading intelligence platform designed to empower marke… |
Paid Only
|
Moderate
|
Pros
- Higher ROI: ABM focuses on high-value accounts, leading to more efficient use of resources and higher return on investment.
- Personalized approach: Customized marketing campaigns create a more personalized experience, increasing engagement and conversion rates.
- Stronger relationships: Targeted efforts foster deeper relationships with key accounts, enhancing customer loyalty and satisfaction.
- Better alignment: ABM aligns sales and marketing teams, ensuring coordinated efforts and a unified approach to target accounts.
- Efficient resource use: Focusing on high-value accounts allows for more strategic allocation of marketing and sales resources.
- Enhanced analytics: ABM provides detailed insights into account behavior and preferences, informing more effective strategies and decisions.
- Competitive advantage: A tailored approach to key accounts can set your business apart from competitors, making it easier to win and retain valuable clients.
Cons
- Resource intensive: ABM requires significant investment in time, personnel, and technology to effectively target and engage high-value accounts.
- High upfront costs: The initial setup and execution of ABM campaigns can be costly, potentially straining marketing budgets.
- Complex coordination: Aligning sales and marketing teams for ABM efforts can be challenging and requires ongoing collaboration and communication.
- Longer sales cycles: Targeting high-value accounts often involves longer sales cycles, which can delay revenue generation.
- Risk of dependency: Relying heavily on a few high-value accounts can be risky if those accounts do not convert or churn.
- Scalability issues: Customizing campaigns for individual accounts makes it difficult to scale ABM efforts across a large number of accounts.
- Measurement challenges: Tracking and measuring the success of ABM campaigns can be complex, requiring sophisticated analytics and reporting tools.