Account-based marketing (ABM)?

8 FEB 2023

Account-based marketing, also known as key account marketing, targets specific groupings of accounts that need customized marketing by combining the skills of the marketing and sales teams.

To attain their aims, marketers must apply techniques that blend the sales and marketing team’s expertise to:

  • locate
  • engage with
  • and close deals of high-value accounts

The marketing and sales teams can collaborate on campaigns that attract the attention of these accounts and convert them into customers by using a marketing strategy to focus on important areas that will be of higher value to the company.

ABM is crucial to get correctly since it may make the difference between the sales team meeting and exceeding quota.


Benefits of an ABM strategy.

Getting the attention of prospective customers is more difficult than ever in the digital age. ABM can benefit a company in this situation. The marketing team can directly target accounts that sales wants to pursue by determining which accounts to pursue. Many businesses that are looking for high-value clients discover that an ABM strategy works for them better than casting a wide net to achieve their goals.

The conventional marketing and sales funnel is turned on its head by account-based marketing. Account-based marketing replaces the funneling of potential customers:

  • looks at those accounts that sales want
  • targets them directly with personalized content
  • and then converts them into clients.

To appeal to as many businesses as possible, B2B marketers often target leads more broadly, but that doesn't produce the highest ROI.

With today's technology, ABM can now be scaled to a range of businesses more easily and affordably, and marketers from many industries are putting an ABM strategy into practise within their teams to provide higher-value results. A marketing team may examine stats, analyse data, and stay up to date on whether ABM campaigns are effective by using a solution like Marketo Engage.

How does ABM work?

A Sirius Decisions research found that 92% of B2B corporations claimed that their ABM efforts are "an extremely significant aspect of their overall marketing activities." This shows how successful ABM strategies are for many businesses.

To guarantee successful outcomes, it's critical to consistently follow the appropriate procedures, test your campaigns, and optimise them. ABM can be used by the two teams in one of three ways:

  • One-to-one.
  • A dedicated senior marketer will work with the account team to find the best strategy.

  • One-to-few.
  • A marketer will work with 5-15 accounts, usually in the same industry and experiencing similar issues.

  • One-to-many.
  • Working with a high number of carefully selected accounts.

It may be preferable to employ the one-to-one or one-to-few methods for high-value prospects so the marketing team may tailor the campaign properly.

The marketing team can then concentrate on the campaign by utilising one of the aforementioned strategies. The spearfishing method, which focuses on ideal customers and direct marketing to influential decision-makers, is one strategy to take into account.

Advantages and disadvantages of using ABM.

There are numerous reasons why ABM might be beneficial for your company. However, there may also be drawbacks. Campaigns can be labor-intensive and need a lot of work. However, it can alter how your marketing team operates, give priority to important clients, and assist you in meeting your sales goals quickly.

Pros of ABM.

✓ ABM will change how you personalize your marketing campaigns.

ABM is all about customized and targeted advertising. With ABM, you can get rid of the manufactured sound that permeates everything.

To get personalization right, though, you must do your homework and concentrate on the appropriate pain areas. This will demonstrate how your good or service can assist in resolving a client's issue.

✓ Show key accounts care and attention.

Your sales and marketing teams will be able to provide the high-value accounts with the care and attention they require thanks to an ABM strategy. Long-term success will come from giving these prospects useful material. Hopefully, these accounts will wish to become a part of your clientele and will spread the word about your worth.

Cons of ABM.

x Multiplying work across multiple accounts.

You may need to use the same content for all of the accounts you're aiming for, making minor adjustments to suit the brand. This can require a lot of labour, which is why you need a powerful automation tool. Your campaigns and analysis can be made less stressful by using Marketo Engage for all of your marketing requirements, including ABM.

x Works best with a few accounts.

The ideal number of accounts for ABM is between 5 and 15 because it might be labor-intensive (one-to-few method). You won't have hundreds of accounts to monitor stats for and maintain up with this approach. It might also imply that certain accounts receive greater attention and gain customers more quickly.