What is Account-Based Marketing (ABM)? | Qualified

Account-based marketing revolves around identifying and targeting specific accounts that align with your ideal customer profile (ICP). Use this guide to steer your ABM strategy in the right direction.

What is Account-Based Marketing (ABM)? | Qualified
Shelly Weaver
Shelly Weaver
October 30, 2023
min read
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Account-based marketing (ABM) has gained immense popularity among B2B marketers and salespeople for its ability to drive highly targeted and personalized campaigns. By focusing efforts on specific high-value accounts, ABM empowers businesses to create meaningful relationships and secure valuable deals. In this guide, we'll walk you through the essential steps to start and excel at account-based marketing, helping you harness its potential to achieve remarkable results.

What is account-based marketing?

Account-based marketing revolves around identifying and targeting specific accounts that align with your ideal customer profile (ICP). The goal is to deliver tailored content and experiences that resonate with the unique needs and challenges of each account. ABM prioritizes quality over quantity, fostering deeper relationships and increasing the likelihood of closing high-value deals.

Benefits of account-based marketing

Implementing ABM can yield numerous benefits:

  1. Improved ROI: ABM typically results in higher ROI as it focuses resources on the accounts most likely to convert.
  2. Enhanced customer relationships: Personalized engagement builds stronger, longer-lasting relationships.
  3. Shorter sales cycles: Targeted efforts often lead to faster decision-making and shorter sales cycles.
  4. Increased revenue: ABM's precision can lead to higher conversion rates and larger deal sizes.
  5. Alignment of sales and marketing: ABM encourages collaboration between the two teams, fostering a unified approach.

How to start an ABM strategy:

1. Create your ABM team

To execute a successful ABM strategy, assemble a dedicated team that includes both marketing and sales professionals. This team will work collaboratively throughout the ABM process, ensuring seamless execution and communication.

2. Identify target company personas

Begin by identifying your target company personas. Consider factors such as industry, location, company size, purchase decision patterns, technologies used, and the development stage and maturity of the target companies. This information will help you create highly relevant and personalized campaigns.

3. Select and prioritize target accounts

Not all accounts are equal. Prioritize your target accounts based on their fit with your ideal customer profile and their potential value to your business. Develop a scoring system to rank accounts and allocate resources accordingly.

4. Develop offers and pitches specific to the account

Craft compelling offers and pitches that address the specific pain points and challenges of each target account. Tailoring your messaging is critical to capturing the attention of key stakeholders within the account.

5. Select marketing channels and craft targeting and messaging

Choose the most appropriate marketing channels to reach your target accounts effectively. Whether it's email, social media, content marketing, or direct mail, tailor your messaging to resonate with each account's unique needs.

6. Run ABM campaigns

Execute your ABM campaigns with precision. Consistently deliver personalized content and engage with key stakeholders in the target accounts. Monitor campaign performance and adjust strategies as needed.

7. Measure and evaluate

Regularly assess the success of your ABM campaigns by tracking key metrics such as conversion rates, engagement levels, and revenue generated. Use these insights to refine your approach and optimize future campaigns.

8. How to use Qualified for ABM

Qualified is a powerful platform that can significantly enhance your ABM efforts. By leveraging its real-time visitor insights and conversational marketing capabilities, you can engage with target accounts at the right moment, offering a personalized experience that increases your chances of conversion.

Learn more about supercharging your ABM strategies with the Pipeline AI here.

In the world of B2B marketing and sales, account-based marketing has emerged as a game-changer. By focusing on quality over quantity, personalized engagement over mass marketing, and collaboration between sales and marketing teams, ABM empowers businesses to achieve remarkable results. Follow the steps outlined in this guide, and use tools like Qualified to supercharge your ABM efforts, and you'll be well on your way to unlocking the full potential of account-based marketing.

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