What is Account-Based Marketing? A Guide to ABM Strategy

Demandbase identifies your ideal accounts, reveals intent signals when prospects are actively researching solutions like yours, and orchestrates personalized campaigns across every channel. Or you might find that accounts exposed to your new messaging framework convert 25% faster than those who received the old messaging. You might discover, for instance, that one vertical is generating meetings but not converting to revenue. There’s also the possibility that your market will shift and the product will evolve. As your campaigns run, some accounts will convert, others won’t.

Identify the most engaged accounts and understand how they interact with your PDF presentations and documents. For example, if a B2B logistics company wants to use Account-Based Marketing , it might be difficult to measure the effectiveness of their personalized marketing campaigns on their targeted accounts in the retail industry. Tracking key performance indicators (KPIs) like pipeline value, conversion rates, deal size, and customer lifetime value is essential to understanding the success of your ABM strategy. To tackle this, both teams need to establish a mutual understanding of target accounts, collaborate efforts, and track progress together, which may require a significant shift from their conventional work style. This can be tricky in organizations where sales teams work and have traditionally been kept separate but it’s key for creating alignment on goals, accounts targeted, and marketing messaging. Account-Based Marketing has emerged as a game-changing approach in the world of B2B marketing, enabling businesses to target high-value accounts with personalized campaigns and achieve impressive results.

Using LinkedIn targeting for its ABM strategy, Alida scaled its digital programs to drive more conversions. LinkedIn targeting gave Genesys marketing and sales teams the structure needed to pursue accounts in a strategic way. Once you’re on the audience creation page in Campaign Manager, click create an audience.

Ensure Organizational Alignment

The key is to ensure every touchpoint is connected and consistent to deliver a unified story regardless of where the buyer interacts with your brand. It also aligns sales and marketing with a shared source of truth. You need messaging that reflects the context of each segment or vertical, and the role of the person you’re talking to. You can use LinkedIn to understand how committee members are connected, who they’ve worked with before, and what their professional backgrounds suggest about their priorities. This account-based targeting is why mapping the buying committee helps you de-risk deals, multi-thread early, and tailor messaging to each person’s priority. Next, cross-reference technographic, firmographic, and intent data to ensure accuracy.

• Consider following these steps to create an effective account-based marketing strategy.
• Top ABM strategies start with clearly identifying your ideal target accounts.
• Demand generation typically hands off at the MQL stage, while ABM, when done well, maintains alignment across sales, marketing, and customer success well past the initial close.
• Your ICP describes companies that get the most value from your product and deliver the most value back to you.
• The buying committee is covered, the messaging is persona-specific, and sales and marketing are moving in lockstep.

Research your target accounts to understand their pain points, objectives, and use cases for your solution. An effective ABM program should always target accounts that match your ideal customer profile (ICP). For example,Livestorm uses paid ABM tactics like LinkedIn ads to drive enterprise leads to a dedicated landing page.

Developing the appropriate content for their target audience is still one of the biggest challenges for 40% of B2B marketers. They need to make sure that they are tailoring sales and marketing content to fit the target audience’s specific needs and addressing their pain points. Discover why email opens aren’t the best metric for measuring prospect engagement and learn better alternatives for tracking success.

Uniting sales and marketing teams to achieve better results

ABM is the broader, ongoing marketing and sales strategy that uses personalized, multi-channel campaigns to engage, nurture, and convert those target accounts. The right tech stack helps you identify target accounts, personalize outreach at scale, and measure engagement across the buying committee. "We track account engagement throughout the funnel and see how they are progressing. This helps us allocate efforts on the right channels and understand how the strategy is performing."