What is account-based marketing (ABM)?

Lead Generation

Account-based marketing (ABM) is an approach to marketing that focuses on targeting, engaging, and converting specific high-value accounts or businesses. ABM is deployed in contrast to traditional marketing methods that cast a wide net to a broader audience. When a company utilizes ABM, its sales and marketing teams collaborate closely to create custom-tailored campaigns designed to reflect the characteristics and needs of the individual accounts identified. 

When done correctly, ABM deepens the relationship between key decision-makers within target accounts with the goal of driving revenue growth. ABM is a highly lucrative form of marketing with a host of benefits that need to be understood to launch and sustain effective ABM campaigns.

Account-based marketing (ABM) definition

Defining account-based marketing can be tricky because it is an approach to marketing located at the point of intersection of many activities, resources, and tools. At its core, account-based marketing is a multi-channel approach to marketing. However, it is a method of marketing that requires several key components. ABM requires deep collaboration, a suite of tools, and extensive research capabilities to ensure your highly-targeted efforts are not directed to the wrong places.

ABM brings together sales and marketing teams to collaborate on campaigns. The synergy created by this cooperation is a key aspect of ABM. As well as integrating teams and team members, integrating tools and other resources is a tried and tested method of reaching ABM success. For example, ABM tools can be integrated with customer relationship management (CRM) tools to run campaigns for target accounts.

Account-based technologies are highly successful because they actively engage customers. ABM software allows marketing across personas, sales, and campaigns. When integrated with customer relationship management (CRM) tools, ABM software makes it easy to engage with and nurture buyers online. ABM does not utilize a one-size-fits-all strategy – it personalizes the buyer’s experience with specific targeted messaging. But the ease of management and upside do not stop there.

ABM also easily allows you to reach contacts in your database and other key decision-makers. When that happens, you can smoothly run campaigns by selecting ads for your target audience across mobile, social media, digital display media, and videos. You can gauge which ads and messages resonate and get the data to back it up and enhance your campaign strategy.

Benefits of implementing an account-based marketing strategy

Now that we’ve seen the factors that go into a successful account-based marketing campaign, it’s time to take a closer look at the benefits that companies and individuals can stand to gain by implementing ABM into their digital marketing efforts. From personalization to enhance the customer experience, to fewer wasted resources providing a boost to the already clear return on investment, you may be surprised by some of the benefits that ABM can bring.

1. Personalized Marketing Approach

Account-based marketing personalizes a marketer’s approach to outreach by creating tailored, personalized messages for each target account. With careful consideration of the customer’s information and profile, ABM allows for the crafting of creative campaigns that not just fit the customer’s needs, but resonate soundly with them. 

2. Sales and Marketing Alignment 

Perhaps the most important element in a revenue-driving ABM campaign is the collaboration between the sales and marketing teams. This may stray from the norm at times, but it is precisely this cooperation that lets an advertiser identify target accounts more accurately by creating campaigns before and after lead conversions. Without the work done collectively by sales and marketing teams, this task would be near impossible.

3. Clearer Return on Investment

Account-based marketing is measurable and precise, giving you a reliable return on investment (ROI) for each of your B2B marketing strategies. More than 85% of marketers describe ABM positively because it yields higher returns than other marketing approaches and tactics.

4. Enhanced Customer Experience

From initial contact to conversion and beyond, ABM is all about the user experience. Most business professionals know that buyers are not interested in mindless sales calls from vendors, they simply want solutions to the roadblocks they face. ABM makes it easier to deliver these needs throughout the buyer’s entire experience. 

5. Fewer Wasted Resources

With time and resources focused firmly on fewer accounts that are more likely to close, ABM frees both time and resources that may otherwise go to waste on a “wide net” approach to marketing. The saving on time and money is a benefit in itself, with the sales process streamlined at the same time.

6. Improved Targeting 

ABM can target even the smallest businesses if they’re identified as appropriate. Primarily tailored to target large enterprises, ABM has flexibility in this department that other marketing methods lack. Advances in Martech allow a hybrid approach, and third-party intent data and landing page traffic can provide valuable insight for engagement and prioritization of sales. 

These are just a few of the myriad benefits ABM can bring to companies of any size. In theory, ABM is a straightforward process, but it can also be difficult to wrap your head around at first. When you’re ready to plan your ABM strategy but don’t know where to turn, or when you’ve got your plans in place and you lack the experience executing successful ABM campaigns, you can always turn to inSegment.

Want to Improve Account-Based Marketing Campaigns? Reach Out To inSegment

If you are a B2B company concerned about finding the right message to reach your target audience, inSegment’s ABM services are the answer. ABM helps you personalize the mass marketing messages you send to prospects, boosting the effectiveness of your campaigns. ABM can also improve your sales and marketing goals and align them with your sales strategy. 

The variety of valuable services ABM provides is substantial – ABM marketing campaigns provide you with critical insights by creating personalized campaigns to address respective pain points and increase return on investment (ROI). inSegment operates as an extension of your in-house team, aligning ABM strategies with your sales and marketing goals to drive campaigns, engage accounts and build customer relationships.

When your ABM strategy is well-founded, you can secure your next client and create revenue. Contact inSegment to create an ABM campaign tailored to your company’s specific needs.

What is account-based marketing (ABM)?

Lead Generation