Account-based marketing (ABM): strategy, tactics, examples, framework

Account-based marketing (ABM) is a strategic approach to marketing that focuses on identifying and targeting specific accounts or customers that are most likely to generate revenue for a business. ABM aims to create a personalized experience for each target account rather than a generalized marketing message.

Here are the steps to creating an effective account-based marketing strategy:

1. Identify your target accounts: Determine which companies or customers will most likely generate the highest revenue for your business. This can be based on industry, company size, and revenue.
2. Research your target accounts: Gather information about them, such as their business challenges, goals, and pain points. This will help you create personalized messaging that speaks directly to their needs.
3. Create personalized messaging: Develop customized messaging and content that resonates with your target accounts. This can include personalized emails, social media messages, and landing pages.
4. Engage with your target accounts: Use a variety of channels to engage with your target accounts, including email, social media, direct mail, and events. Tailor your approach based on the preferences of each account.
5. Measure your results: Monitor your progress and measure your results. Use metrics such as engagement rates, conversion rates, and revenue generated to evaluate the success of your ABM strategy.

An effective ABM strategy requires a deep understanding of your target accounts, a personalized approach to messaging and content, and a commitment to measuring and improving your results over time.

Account-based marketing tactics

Here are some tactics you can use to implement an effective account-based marketing (ABM) strategy:

1. Personalized messaging: Customize your messaging and content for each target account. This can include personalized emails, social media messages, and landing pages.
2. Account-specific campaigns: Develop campaigns that are tailored to each target account. This can include targeted advertising, direct mail, and events.
3. Account profiling: Use data and insights to develop a comprehensive profile of each target account. This can include information such as the company’s business challenges, goals, and pain points.
4. Sales and marketing alignment: Align your sales and marketing teams to ensure they work together to identify, engage, and close target accounts.
5. Social media targeting: Use social media targeting to reach key decision-makers at your target accounts. This can include LinkedIn ads and social media outreach.
6. Thought leadership content: Develop content relevant to the challenges and goals of your target accounts. This can include whitepapers, case studies, and webinars.
7. Account-based retargeting: Use retargeting ads to reach key decision-makers at your target accounts. This can include display ads and social media ads.
8. Personalized website experiences: Create personalized website experiences for each target account. This can include customized landing pages and content that speaks directly to their needs.
9. Account-based analytics: Use analytics to track the performance of your ABM strategy. This can include metrics such as engagement rates, conversion rates, and revenue generated by each target account.

An effective ABM strategy requires a personalized approach tailored to each target account, a comprehensive understanding of each account’s needs and challenges, and a commitment to measuring and optimizing your results over time.

Account-based marketing examples

Here are some examples of successful account-based marketing (ABM) campaigns:

1. Adobe: Adobe used ABM to target specific accounts already using its free trial software. Adobe developed a personalized campaign that included customized landing pages, targeted ads, and email campaigns that addressed each account’s specific needs and pain points. 
2. Terminus: Terminus is an ABM platform that uses its own technology to implement ABM for its business. They targeted specific accounts with personalized ads, emails, and direct mail campaigns. 
3. Marketo: Marketo is a marketing automation software provider that uses ABM to target specific accounts with a high revenue potential. They developed a personalized campaign that included customized landing pages, email campaigns, and targeted advertising. The campaign resulted in a 42% increase in pipeline and a 33% increase in revenue.
4. Demandbase: Demandbase is an ABM platform that targets specific accounts with personalized ads, email campaigns, and direct mail. They developed a campaign to target key decision-makers at a specific account, which resulted in a 75% increase in engagement rates and a 30% increase in opportunities.

These examples show ABM’s effectiveness in targeting specific accounts with personalized messaging and content, resulting in increased engagement rates, pipeline, and revenue.

Account-based marketing framework

Here is a framework you can use to develop an effective account-based marketing (ABM) strategy:

1. Identify your target accounts: Determine which companies or customers will most likely generate the highest revenue for your business. This can be based on industry, company size, and revenue.
2. Research your target accounts: Gather information about them, such as their business challenges, goals, and pain points. This will help you create personalized messaging that speaks directly to their needs.
3. Develop account profiles: Use the information gathered in step 2 to develop a comprehensive profile of each target account. This should include the company’s goals, key decision-makers, pain points, and buying process.
4. Develop personalized messaging: Create customized messaging and content that speaks directly to each target account’s needs and challenges. This can include customized emails, social media messages, and landing pages.
5. Select channels and tactics: Determine which channels and tactics will most effectively engage with each target account. This can include email, social media, direct mail, and events.
6. Execute campaigns: Launch targeted campaigns that are tailored to each target account. This can include targeted advertising, direct mail, and events.
7. Measure and optimize: Use metrics such as engagement rates, conversion rates, and revenue generated to evaluate the success of your ABM strategy. Use this data to optimize and improve your campaigns continually.

An effective ABM strategy requires a deep understanding of your target accounts, a personalized approach to messaging and content, and a commitment to measuring and improving your results over time. By following this framework, you can develop an effective ABM strategy that generates revenue and drives growth for your business.

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Famous account-based marketing campaigns

Here are some well-known account-based marketing (ABM) campaigns:

1. LinkedIn: LinkedIn used ABM to target specific accounts in the financial services industry. They developed a personalized campaign that included customized landing pages, email campaigns, and targeted advertising. The campaign resulted in a 3x increase in pipeline and a 30% increase in revenue.
2. Snowflake: Snowflake used ABM to target specific accounts in the tech industry. They developed a personalized campaign that included customized landing pages, email campaigns, and direct mail. The campaign resulted in a 30% increase in pipeline and a 50% increase in opportunities.
3. Salesforce: Salesforce used ABM to target specific accounts in the healthcare industry. They developed a personalized campaign that included customized landing pages, email campaigns, and targeted advertising. The campaign resulted in a 38% increase in pipeline and a 42% increase in opportunities.
4. Uberflip: Uberflip used ABM to target specific accounts in the marketing industry. They developed a personalized campaign that included customized landing pages, email campaigns, and direct mail. The campaign resulted in a 200% increase in pipeline and a 40% increase in revenue.
5. Demandbase: Demandbase used ABM to target specific accounts in the tech industry. They developed a personalized campaign that included customized landing pages, email campaigns, and direct mail. The campaign resulted in a 45% increase in pipeline and a 35% increase in revenue.

Overall, these campaigns demonstrate ABM’s effectiveness in generating revenue and driving business growth. By targeting specific accounts with personalized messaging and content, companies can increase engagement rates, pipeline, and revenue.