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Blog March 9, 2024

Your Guide to Account-Based Marketing (ABM)

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account-based marketing

Traditional marketing often casts a wide net, hoping to catch a few valuable fish. But what if you could focus your efforts on reeling in the whales? Account-based marketing (ABM) flips the script, allowing you to target high-value accounts with personalized campaigns that resonate deeply. Studies show ABM can boost conversion rates by up to 5 times and increase ROI by an impressive 200%. In this guide, we’ll dive into the world of ABM, showing you how to create a winning strategy and land those coveted accounts.

In this blog, we will explain the benefits of account-based marketing, how to create an ABM strategy, and what tools and tactics you can use to execute ABM effectively.

What Is Account-Based Marketing?

Account-based marketing (ABM) is a B2B marketing strategy that focuses on targeting and engaging specific high-value accounts or companies rather than a broader audience. Instead of attracting a wide range of leads, ABM concentrates on delivering personalized and relevant messages, content, and campaigns to the most promising prospects and customers.

ABM can help you increase your conversion rates, retention rates, and revenue growth by building stronger relationships with the accounts that matter most to your business. ABM also aligns your marketing and sales teams around a common goal and a shared view of your target accounts.

Benefits Of Using Account-Based Marketing

ABM can offer many benefits for your B2B marketing, such as:

Higher ROI: According to a survey by ITSMA and the ABM Leadership Alliance, 87% of marketers reported that ABM delivers higher ROI than other marketing activities. By focusing on the accounts with the highest potential value and relevance, you can optimize your marketing budget and resources and generate more revenue per account.
Better alignment: ABM requires close collaboration and coordination between your marketing and sales teams. By working together to identify, target, and engage your key accounts, you can ensure that your marketing and sales efforts are aligned and consistent throughout the buyer’s journey. This can improve your lead quality, sales efficiency, and customer satisfaction.

Personalized engagement: ABM enables you to create customized and tailored experiences for each account, based on their specific needs, challenges, goals, and preferences. By delivering relevant and valuable content and offers to your target accounts, you can capture their attention, build trust, and influence their decision-making process.
Long-term relationships: ABM is not only about acquiring new customers but also about retaining and growing your existing ones. By providing ongoing support, education, and value to your key accounts, you can foster loyalty, advocacy, and cross-selling and upselling opportunities.

ABM Marketing Strategy

To create a successful ABM strategy, you need to follow these steps:

Define your goals and metrics: Before you start your ABM campaign, you need to establish what you want to achieve and how you will measure your progress and success. Your goals should be SMART (specific, measurable, achievable, relevant, and time-bound) and aligned with your overall business objectives. Your metrics should reflect the key performance indicators (KPIs) of your ABM campaigns, such as account engagement, pipeline quality, deal size, win rate, and customer lifetime value.

Identify and prioritize your target accounts: The next step is to select the accounts that you want to target with your ABM campaign. You can use various criteria to identify and prioritize your target accounts, such as industry, size, location, revenue, growth potential, purchase intent, and fit with your solution. You can also use data from your CRM, website analytics, and third-party sources to segment and score your accounts based on their attractiveness and readiness. Ideally, you should focus on a manageable number of accounts that have the highest value and propensity to buy from you.

Research and map your target accounts: Once you have your list of target accounts, you need to research and map each account to understand their business situation, pain points, goals, decision-makers, and influencers. You can use various sources of information, such as company websites, social media, industry reports, news articles, and customer reviews to gather insights about your target accounts. You can also use tools like LinkedIn Sales Navigator to identify and connect with the key stakeholders and decision-makers within each account. You should create a detailed profile and a buyer persona for each account, as well as a buying centre map that shows the roles and relationships of the people involved in the purchase decision.

Create and execute your ABM campaign: Based on your research and account profiles, you can create and execute your ABM campaign. Your campaign should consist of personalised and relevant messages, content, and offers that address each account’s specific needs, challenges, and goals. You should also use the most effective channels and formats to reach and engage your target accounts, such as email, social media, webinars, events, direct mail, and ads. You should coordinate and align your marketing and sales activities to ensure a seamless and consistent experience for your target accounts throughout the buyer’s journey.

Measure and optimize your ABM campaign: The final step is to measure and optimize your ABM campaign. You should track and analyze your ABM metrics and KPIs to evaluate the performance and impact of your campaign. You should also collect and act on feedback from your target accounts and your internal teams to identify what works and what doesn’t. You should use the data and insights to optimize and improve your ABM campaign, as well as to report and communicate your results and ROI to your stakeholders.

ABM Tools and Tactics

To implement your ABM strategy, you need to use the right tools and tactics. Here are some of the most common and effective ones:

CRM software: CRM software is the foundation of your ABM strategy, as it helps you manage and organize your account data, interactions, and activities. CRM software also helps you segment and score your accounts, automate your marketing and sales tasks, and track and report your ABM results. Some of the most popular CRM software include Salesforce, HubSpot, and Zoho.

Marketing automation software: Marketing automation software helps you create and execute your ABM campaigns, as well as measure and optimize their performance. Marketing automation software allows you to personalize and deliver your messages, content and offers to your target accounts, as well as to nurture and qualify them for sales. Some of the most popular marketing automation software include Marketo, Pardot, and Eloqua.

Account-based advertising software: Account-based advertising software helps you reach and engage your target accounts with relevant and targeted ads across various channels and platforms, such as Google, Facebook, LinkedIn, and Twitter. Account-based advertising software also helps you measure and optimize your ad campaigns, as well as attribute your ad spend and ROI to your target accounts. Some of the most popular account-based advertising software include Terminus, Demandbase, and RollWorks.

Account-based content software: Account-based content software helps you create and distribute personalized and valuable content to your target accounts, such as ebooks, whitepapers, case studies, webinars, and videos. Account-based content software also helps you measure and optimize your content performance, as well as generate and capture leads from your content. Some of the most popular account-based content software include Uberflip, PathFactory, and ScribbleLive.

Account-based analytics software: Account-based analytics software helps you track and analyze your ABM metrics and KPIs, as well as visualize and report your ABM results and ROI. Account-based analytics software also helps you identify and prioritize your best-performing accounts, as well as uncover and act on insights and opportunities for improvement. Some of the most popular account-based analytics software include Engagio, Bizible, and Full Circle Insights.

Account-Based Marketing (ABM) Examples

To inspire you and give you some ideas for your own ABM strategy, here are some examples of successful ABM campaigns from different B2B companies:

Snowflake: Snowflake, a cloud data platform provider, used ABM to target and engage enterprise accounts in the financial services industry. Snowflake created a personalized landing page for each account, featuring relevant content, testimonials, and case studies. Snowflake also used account-based advertising to drive traffic to the landing pages, as well as email and direct mail to follow up and nurture the accounts. As a result, Snowflake generated over $8 million in pipeline and closed several six-figure deals.

SAP: SAP, a software company, used ABM to target and engage C-level executives at Fortune 1000 companies. SAP created a personalized video for each executive, featuring a personalized message from SAP’s CEO, as well as relevant insights and solutions for their business challenges. SAP also used direct mail to deliver the video on a tablet device, as well as email and social media to follow up and invite the executives to a VIP event. As a result, SAP achieved a 100% response rate and a 25% conversion rate to the event.

Xerox: Xerox, a document technology company, used ABM to target and engage public sector accounts in the UK. Xerox created a personalized microsite for each account, featuring relevant content, case studies, and infographics. Xerox also used email and direct mail to drive traffic to the microsite, as well as telemarketing and events to follow up and nurture the accounts. As a result, Xerox generated over $1.3 billion in pipeline and closed over $500 million in revenue.

Choose Exogenous Technology To Unlock Power Of Account Based Marketing

Exogenous Technology is one of the top digital marketing company, our innovative solutions and expertise empower you to seamlessly implement and execute a successful ABM strategy.

Now that you’re equipped with a comprehensive understanding of Account-Based Marketing (ABM), it’s time to elevate your strategy with cutting-edge technology with us.

Precision Targeting: Refine your targeting strategies with our advanced segmentation and scoring capabilities. Pinpoint high-value accounts with unmatched accuracy, ensuring your efforts are focused on the most promising prospects.

Integrated CRM: Streamline your operations with our integrated CRM solutions. Manage, organize, and analyze your account data seamlessly, fostering better collaboration between your marketing and sales teams.

Personalized Engagement: Elevate your personalization game with our cutting-edge technologies. Craft tailored messages, content, and offers that resonate with your target accounts, driving deeper engagement and trust.

Take the Leap – Transform Your ABM Game!

Ready to revolutionize your B2B marketing approach? Embrace the power of Exogenous Technology and witness unparalleled success with your ABM campaigns. Let’s embark on a journey where every interaction counts, and every account becomes a success story.

Visit ( now to discover how our solutions can redefine your ABM strategy and build your business to new heights. Your success is just a click away!

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