Account-based marketing (ABM)
Account-based marketing (ABM) is a B2B approach where you focus your marketing on a short list of specifically chosen companies, rather than a broad audience. Better to warm up ten accounts that genuinely fit than a thousand leads that don’t. Here you’ll read how ABM works and when it pays off.
- 5 min read
What is account-based marketing (ABM)?
Account-based marketing is a strategic approach to marketing where you focus your efforts on specific, carefully selected accounts (companies) rather than a broader audience. Instead of trying to generate as many leads as possible, ABM is about identifying the most important prospects for your business and then approaching them with personalised marketing campaigns.
Why choose ABM?
ABM is about quality over quantity. Instead of broadcasting your marketing message widely and hoping it reaches the right people, ABM focuses on the decision-makers within specific companies that you know could be valuable to your business. This results in more targeted marketing, better customer relationships and, ultimately, higher conversions.
The benefits of account-based marketing
ABM offers several benefits that make it an attractive strategy for many B2B companies:
Targeted marketing efforts
With ABM you don’t waste resources on leads that are unlikely to convert anyway. You focus your marketing efforts on the companies that offer the most potential, which makes more efficient use of your time and budget.
Personalised content
One of the core principles of ABM is delivering personalised content that matches the specific needs and challenges of your target accounts. By tailoring content, you show that you understand your customer’s challenges, which means a successful Conversion becomes more likely.
Stronger collaboration between sales and marketing
ABM requires close collaboration between your sales and marketing teams. Both teams work together to identify and approach the best accounts, so you can deliver a consistent message that is tailored to your prospect’s needs.
Higher ROI
Because ABM focuses on the accounts with the highest potential, you often see a higher return on investment (ROI). You invest your resources in prospects you know are valuable, which ultimately leads to better results.
How does account-based marketing work?
To use ABM effectively, you follow a structured process made up of several steps:
1. Identify your target accounts
The first step in ABM is identifying the companies you want to target. These could be companies you think have a good chance of becoming customers, or companies that are strategically important for the growth of your business. It’s important to define criteria that show which accounts are most valuable, such as company size, industry and need for your products or services.
2. Research and understanding
Once you’ve identified your target accounts, it’s time to research these companies in depth. Get to know their business challenges, goals and decision-making structures. This research lets you shape the right message and value proposition for the specific needs of each account.
3. Create personalised content
With your research in hand, you can develop personalised content aimed at the specific challenges and goals of your target accounts. This can range from personalised emails and white papers to tailor-made webinars and events. What matters most is that the content is relevant and valuable to the specific account you’re trying to reach.
4. Choose the right channels
Decide which marketing channels are most effective for reaching your target accounts. That could be LinkedIn, for example, where many decision-makers are active, but also direct mail, personal emails or even face-to-face meetings. The goal is to get your message to the right people, through the right channels, at the right moment.
5. Implement and monitor
Now that everything is prepared, it’s time to launch your ABM campaign. Monitor the results closely and be ready to adjust your strategy based on the feedback and results you receive. Successful ABM often requires an iterative process in which you keep optimising based on what works and what doesn’t.
6. Evaluate and optimise
After running your ABM campaign, it’s important to evaluate the results. What worked well? What could be better? Use these insights to make your next ABM campaign even more effective. This ongoing learning process helps you achieve better and better results.
Common challenges with ABM
Although ABM has many benefits, there are also a few challenges to keep in mind:
Requires collaboration between teams
ABM only works well if there is strong collaboration between your sales and marketing teams. Without it, misunderstandings can arise about which accounts matter most and how they should be approached.
Time and resource intensive
Because ABM is highly personalised and targeted, setting up a successful campaign can take a lot of time and resources. Developing tailor-made content and strategies for each target account is intensive, but the reward is often a higher conversion rate and better customer relationships.
Hard to scale
ABM is by nature less scalable than broader marketing strategies. Because it is so targeted, it can be difficult to apply ABM on a large scale without losing the effectiveness of the personal approach.
When is ABM the right choice?
ABM isn’t the best choice for every situation, but it can be particularly effective in certain contexts:
When selling to large companies
If you offer products or services that are mainly of interest to large companies, ABM can be an excellent strategy. Large accounts often have complex purchasing processes involving multiple stakeholders, and ABM lets you manage these processes better.
For long sales cycles
In sectors where sales cycles are long and decision-making processes are complex, ABM can help speed these processes up by running targeted, personalised marketing campaigns that speak precisely to the needs of the target account.
When you want to shift your focus to customer value
ABM is ideal if you want to focus your marketing efforts on customer value instead of generating a large number of leads. It lets you build deeper relationships with fewer customers, which can ultimately lead to more revenue per customer and higher customer loyalty.
Conclusion
Account-based marketing (ABM) is a good approach for companies focused on closing deals with specific, valuable accounts. By focusing your marketing efforts on the accounts that are most valuable to your business, you can use your resources more efficiently, build better customer relationships and achieve a higher ROI. Although it brings some challenges, such as the need for close collaboration between teams and a bigger time investment, the benefits often far outweigh the drawbacks.
If you’re looking for a way to take your B2B marketing to the next level, ABM may be exactly what you need. By taking the time to select your target audience carefully and approach them with personalised marketing, you can win business even with the most challenging accounts.
So consider integrating ABM into your marketing strategy and find out how targeted, tailor-made campaigns can help you reach your business goals.
ABM stands or falls with reaching the right people within those accounts. In practice, you do that mainly through LinkedIn Ads, where you can target by job title, company size and industry. See also acquisition.
Frequently asked questions
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Wat is het verschil tussen account-based marketing en leadgeneratie?
Bij leadgeneratie trek je zoveel mogelijk geschikte aanvragen uit een brede doelgroep. Bij ABM kies je vooraf een korte lijst bedrijven en benader je de beslissers daar met een persoonlijke boodschap. ABM draait om kwaliteit per account, leadgeneratie om een gestage instroom.
Welke kanalen gebruik je voor account-based marketing?
LinkedIn is vaak het hoofdkanaal, omdat je daar op functie, bedrijfsgrootte en sector kunt richten. Daarnaast werken persoonlijke e-mails, direct mail en afspraken op locatie. Meer over adverteren op dat kanaal lees je bij LinkedIn Ads.
Is account-based marketing geschikt voor een aannemer of installateur?
Alleen als je je richt op zakelijke opdrachtgevers, zoals vastgoedbeheerders, woningcorporaties of bouwbedrijven. Daar zijn de opdrachten groot en de beslissers goed te benoemen. Voor particuliere klanten past een aanpak via zoekmachines beter, omdat je dan mensen bereikt die zelf al zoeken.
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