Are you looking for options to connect directly with potential customers? Is there a
marketing strategy to identify and target high-valued consumers? The answer to this
question is yes!
Account-based marketing (ABM) strategy is one of the best tools to meet prospective
clients and sell your products and services directly to clients. But, what is ABM, and
how can you leverage it to generate high revenue?
Read the following article to understand in detail this fantastic marketing tool for your
Understanding the Basics of Account-based Marketing
According to 2020 statistics, leading companies that adopt ABM are from the
computer software, information technology and services, and marketing/advertising
ABM is a marketing strategy that aims at the long-term growth of an organization.
For this, the sales and marketing departments work together, identify high-value
consumers, and help you to deliver relevant products and services.
The sales team can focus on critical functions like increasing customer engagement
and offering personalized products. The marketing teams can help in reaching these
potential consumers at the right time for the right services. ABM is a customer-
centric approach for a business model. Hence, ABM identifies a customer rather
than waiting for them to connect with you after a series of marketing campaigns.
ABM prefers customers’ quality over the number of leads to generate higher profits
at a faster rate.
Examples of ABM Strategies
While you understand what is ABM, here are a few examples and commonly used
types of this marketing strategy:
- One-to-one Strategy – It is one of the most lucrative marketing tools used by
organizations. Here, you can target around five to ten companies and directly
connect with them to sell your products and services. The strategy aims at
building long-term, personal relationships with customers.
- One-to-few Strategy – you can send personalized messages to clusters of
companies that have a similar buying approach. You can target these groups
and await their response to generate sales.
- One-to-many Strategy – In this approach, there is no fixed limit to connecting
with prospective clients. Here, the only aim of marketing is to generate
When you choose an ABM strategy for your company, it can combine any of these
three methods. It depends on your products, the type of customers, and your
How does an Account-based Marketing Strategy Work?
Implementing the right ABM tactics will determine the success of this digital business
strategy. If you correctly use these ideas, ABM can be highly beneficial for your
● Identify Your Business Goals and Target Clients
A traditional marketing strategy starts with launching marketing campaigns, creating
touchpoints for customers, and offering discounts for email signups. The last step is
to connect with the right client. An ABM tool works the other way round. The first
step here is to identify relevant customers for a specific brand or product.
To identify the customers, you need a strategic account planning system. You must
note your business objectives, geographical barriers, buying and selling points, sales
opportunities, competitor analysis, and the right action plan for implementation.
● Assemble your ABM Team Members
Assemble means the sales and marketing teams will coordinate, create and publish
the right content for the audience. You can also involve the customer service
representative team and align them with the ABM strategy.
● Create and Deploy Marketing Campaigns
The next step is to create ad campaigns that match the buyer’s choices. The sales
and marketing team will coordinate to implement these marketing campaigns and
connect with the right audience.
● Connect with High-valued Contacts
Once you have accumulated the target customers, you can connect with them on a
personal level. You can offer customized information to these high-valued clients to
generate maximum leads.
Some easy ways to offer personalized solutions to consumers are:
❖ Send direct messages via social media platforms or emails.
❖ Engage customers on social media with attractive videos and podcasts.
❖ Offer customized solutions that are tailored to match their exact needs and
❖ Ask existing customers for new referrals and offer discounts in return.
❖ Offer promotional goodies to maintain a loyal customer base.
❖ Stick to a consistent communication channel to answer customer queries
❖ Focus on customer engagement and interaction for all kinds of services.
As is the case with any marketing strategy, ABM also needs you to keep track of
your performance. It is essential to review and analyze your marketing results and
identify the gaps in the business model. Once you have understood which part of the
strategy you lack as a seller, you can easily improvise the work process and attain
great heights in the future.