What is Account-Based Marketing (ABM)?
Revolutionise your B2B marketing strategy by focusing on your most valuable accounts. ABM empowers you to build deep, personal relationships with your high-potential clients and accounts. We can develop strategies and deep research protocols so you can understand the needs of your prospects and demonstrate your ability to turn their biggest challenges into their greatest successes.
Account-Based Marketing (ˈəˌkaʊnt beɪst ˈmɑːkɪtɪŋ)
noun
- A strategic B2B marketing methodology in which an organisation identifies and targets high-value client accounts, treating each as a distinct market.
- This approach leverages deep research insights and personalised marketing campaigns to engage specific accounts, aligning marketing efforts closely with sales initiatives to foster deeper relationships, drive revenue growth, and enhance return on investment (ROI).
- ABM is characterised by efficient resource allocation, shorter sales cycles, and more relevant interactions with key decision-makers within the targeted accounts.
76%
of marketers saw higher ROI with ABM than any other marketing strategy
According to the ABM Leadership Alliance and ITSMA
10-30%
of companies that have used ABM for at least a year reported an increase in annual revenue, with 19% experiencing more than 30% revenue growth.
According to Demand Metric
71%
of customers expect companies to deliver personalised results
According to Mckinsey
Our ABM Offering:
Our ABM methods are thoughtfully designed to target the right companies with the right strategies at the right times. By doing so, we gain a deep understanding of each account's needs and provide tailored collateral that demonstrates your business's ability to meet those needs.
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Strategic ABM:
- One-to-One: Hyper-personalised targeting of highest value individuals at key accounts.
- Focus: Directors and C-suite decision makers.
- Approach: Highly customised and personalised campaigns for ‘Whales’.
Selective ABM:
- One-to-Several: Personalisation targeting key accounts within specific industries or verticals.
- Focus: Gatekeepers and key individuals.
- Approach: More personalised than traditional marketing but less resource-intensive than strategic ABM.
Systems ABM:
- One-to-Many: Semi-personalised targeting across specific industries or verticals.
- Focus: Combines elements of traditional mass marketing and ABM.
- Approach: Uses technology and data to automate account targeting and engagement while still delivering personalised content (also known as Programmatic ABM).
Key Principles of Account-Based Marketing (ABM)
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Hyper-Personalization
Tailor your marketing efforts to the unique needs, challenges, and goals of each key account.
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Strategic Alignment
Ensure tight collaboration between your sales and marketing teams to seamlessly execute your ABM strategy.
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Data-Driven Insights
Leverage data and analytics to identify your most valuable accounts and optimize your approach.
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Omnichannel Engagement
Reach your target accounts through a cohesive mix of digital and offline marketing touchpoints.
The Benefits of ABM
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Increased ROI
ABM delivers a higher return on investment by focusing resources on the accounts most likely to become customers.
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Stronger Alignment
Sales and marketing teams work together closely to identify, target, and engage the right accounts.
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Personalised Experiences
Tailored messaging and content create more relevant and valuable experiences for target accounts.
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Deeper Relationships
ABM fosters long-term, strategic partnerships with high-value clients.
Tailoring Your Marketing to Target Key Accounts
Account Profiling and Market Research
We develop a deep understanding of your target accounts by gathering insights on their business objectives, pain points, decision-making processes, and more.
Hyper-Personalised Content
We create strategic, custom content, offers and campaigns that speak directly to the unique needs and challenges of each key account.
Multichannel Outreach
Reach your target accounts through a coordinated mix of digital and offline channels, ensuring the best chance of high-value lead generation and sales conversion.
Market Research: How we Identify & Prioritise Target Accounts for ABM
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Ideal Customer Profile
We define your ideal customer profile by analysing the characteristics of your most valuable existing clients, as well as strategising using deep-research protocols to profile your industry to discover any untapped opportunities.
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Prospecting & Research
We leverage data and intelligence tools to identify companies that fit your ideal customer profile and have the highest potential for conversion and growth.
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Account Prioritisation
We rank your target accounts based on factors such as fit, revenue potential, and strategic importance to ensure you focus your efforts on the most promising opportunities.
Who Could Benefit from Account-Based Marketing (ABM)?
B2B Companies
ABM is particularly effective for B2B organisations with complex sales cycles and high-value target accounts.
Enterprise Sales
ABM aligns well with enterprise sales processes that involve multiple stakeholders and long decision-making timelines.
Growth-Focused Companies
Businesses seeking to expand their customer base and revenue can leverage ABM to identify and nurture their most promising accounts.
Cost-cutting Businesses
ABM focuses on highly targeted, bespoke marketing efforts aimed at maximising ROI by streamlining marketing efforts to engage the most worthwhile prospects.
ABM is Ideal for:
- Technology sectors (SaaS, IT, cloud computing)
- Professional services (management consultancy, legal, financial services)
- Healthcare
- Government
- Banking and finance
- Creative, marketing, and PR agencies
- Supply chain and real estate
- Any other B2B or high-value B2C industry
Contact Us About Account-Based Marketing