ABM (Account-Based Marketing)

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2 Minutes

With account-based marketing (ABM), marketing and sales work together to create a personalized buying experience for a select group of high-value customers.

With account-based marketing, you can quickly eliminate less valuable clients and ensure that marketing and sales are working in unison. As a result, your team can move rapidly to the crucial procedures of engaging and pleasing those clients.

ABM enables your company to operate and interact with high-value accounts as if they were separate markets. ABM coupled with personalized buyer journeys and tailored communications, content, and campaigns will lead you to a  higher ROI and customer loyalty.

How does account based marketing work?

The key to ABM is sales & marketing alignment. For ABM to be comprehensive and for target accounts to receive a compelling buying experience, marketing and sales must work together.

In order to successfully implement ABM, sales and marketing organizations will need to come to an agreement on resource allocation for each target account, roles and responsibilities to ensure a smooth transition for the customer between marketing and sales activities, and how to measure their progress.

How do you implement ABM?

Here is a quick step-by-step guide:

- Step 1: Determine your high-value target accounts

Your key accounts are the ones that will contribute the most to your revenue.

- Step 2: Analyze those accounts

Identify their customer needs, pain points, and where they are in the customer journey.

- Step 3: Create customized marketing campaigns

Develop creative assets that will resonate with the target account based on the information you learned in the previous phase.

- Step 4: Implement your customized marketing campaigns

Launch your campaigns to the target account.

- Step 5: Track the results of your customized marketing campaigns

Perform an analysis of the data to determine the success of your campaigns.