Unlock the full potential of your business with our tailored ABM Marketing approach

Account Based Marketing or ABM in digital marketing is a targeted marketing strategy used to reach specific high-value accounts or customers by eliminating your unqualified leads. It is a highly personalised approach that focuses on identifying and targeting individual decision-makers within an organisation rather than casting a wide net and hoping to attract leads.

Following are some aspects of ABM:

• ABM is a data-driven strategy.
• Requires close collaboration between sales and growth marketing teams.
• Typically involves the use of multiple channels, such as email, social media, and targeted advertising, to deliver highly personalised messages and content to the identified accounts.
• Its ultimate goal is to build stronger relationships with high-value accounts and increase the likelihood of generating revenue from them.
• Helps companies create more meaningful and relevant experiences for their customers, ultimately leading to increased engagement and loyalty.
• Highly relies on technological tools and expertise for best results.

ABM agency is a marketing agency that specialises in Account-Based Marketing (ABM). An ABM approach is highly targeted for B2B digital marketing that focuses on identifying and engaging specific accounts or customers rather than a broad audience. An ABM agency works with businesses to help them implement ABM strategies and campaigns that align with their overall business goals and objectives.

Here's how an ABM agency typically works:

• Strategy development: An ABM agency will collaborate with the business to develop an ABM strategy that aligns with their overall marketing and sales objectives. This involves identifying target accounts, understanding their pain points and challenges, and developing messaging and content that will resonate with them.
• Account selection: The agency will help the business to identify and prioritise target accounts based on factors such as revenue potential, industry, and fit with the business's offerings.
• Personalisation: It will create highly personalised messaging and content for each target account. This includes developing custom landing pages, email campaigns, and social media content that are tailored to the specific needs and pain points of each account.
• Multi-channel execution: It will use a variety of channels to reach target accounts, including email, social media, display advertising, and other tactics.
• Tech integration: It will use all the essential tech tools and solutions to get the most out of your ABM efforts.
• Measurement and optimisation: It will measure the effectiveness of the campaign and make adjustments as needed. This includes analysing engagement metrics, tracking conversions, and making changes to messaging or targeting as needed.

Here are some benefits of working with an ABM digital marketing agency:

• Customisation: An Account-Based Marketing agency can help you create customised campaigns and messaging that is tailored to the specific needs and pain points of your target accounts.
• Collaboration: Working with an agency provides an opportunity for collaboration, allowing you to benefit from their expertise and perspectives and work together to develop effective ABM strategies.
• Flexibility: A growth marketing agency can help you adjust your ABM strategy based on changes in your target accounts or the market, providing flexibility to pivot when needed.
• Cost-effectiveness: An ABM agency can help you optimise your campaigns to maximise ROI, resulting in cost-effective use of your marketing budget.
• Competitive edge: ABM is a competitive strategy, and working with an agency can give you a competitive edge by providing access to cutting-edge ABM techniques and tools.

ABM (Account-Based Marketing) differs from other marketing approaches in several key ways:

• Focus: ABM (Account-Based Marketing) services are highly targeted and focus on a specific set of high-value accounts or customers, whereas other marketing approaches may target a broad audience.
• Personalisation: ABM is highly personalised and tailored to the specific needs and pain points of each target account, whereas other marketing approaches may rely on more general messaging.
• Collaboration: ABM requires close collaboration between sales and marketing teams, with the goal of developing targeted campaigns that align with sales objectives, whereas other marketing approaches may be executed more independently.
• Channels: ABM typically uses multiple channels to deliver highly personalised messages and content to identified accounts, whereas other marketing approaches may rely on fewer channels.
• Metrics: ABM typically measures success based on metrics that are closely aligned with sales objectives, such as the revenue generated, whereas other marketing approaches may focus on more traditional metrics, such as website traffic or social media engagement.

Determining which accounts to target in an Account-Based Marketing strategy is a critical first step in the process. Here are some key considerations when selecting target accounts:

• Revenue potential: Identify high-revenue accounts based on factors such as size, industry, and purchasing power.
• Fit with your offerings: Identify accounts that are a good fit for your company's offerings and have a strong need for your products or services.
• Alignment with your ideal customer profile: Identify accounts that match your ideal customer profile and are most likely to be a good fit for your company.
• Current engagement: Identify accounts that have already shown interest in your company through website visits or engagement on social media.
• Business objectives: Consider your business objectives and identify accounts that align with these objectives and can help you achieve them.
• Competitive landscape: Identify accounts that may be more likely to switch from a competitor's product or service to yours.

Measuring the success of an ABM campaign is crucial to determine if your efforts are yielding the desired results. Here are some Account-Based Marketing KPIs to measure the success of an ABM campaign:

• Revenue generated: The ultimate goal of an ABM campaign is to drive revenue growth. Measure revenue generated from the targeted accounts to determine the campaign's success.
• Engagement metrics: Measure engagement metrics such as website visits, content downloads, and social media interactions to determine how actively the targeted accounts are engaging with your brand.
• Pipeline velocity: Measure the speed at which targeted accounts move through the sales pipeline, from initial engagement to closed deals, to determine the campaign's impact on the sales process.
• Account penetration: Measure the number of contacts within a targeted account that are engaging with your brand to determine the level of penetration into that account.
• Deal size: Measure the size of the deals closed with the targeted accounts to determine the campaign's impact on deal size.
• Sales and marketing alignment: Measure the level of collaboration and alignment between sales and marketing teams to determine the effectiveness of the campaign in driving a cohesive approach.

Yes, ABM (Account-Based Marketing) is typically used in B2B (business-to-business) marketing. This is because the approach involves targeting specific accounts or companies rather than individual consumers. In B2B marketing, the sales process often involves building relationships with key decision-makers at target accounts, and ABM is designed to support this process by delivering personalised messaging and content that speaks directly to the needs of those decision-makers. However, some of the principles of ABM can be applied to B2C (business-to-consumer) marketing, such as identifying and targeting high-value customers and delivering personalised messaging and content to them. But in comparison, ABM-based B2B marketing is more widely used.

ABM (Account-Based Marketing) is typically considered to be an outbound marketing approach, as it involves proactively identifying and targeting specific accounts or companies with personalised messaging and content. In contrast, inbound marketing typically involves creating content and resources that are designed to attract and engage potential customers and prospects, with the aim of pulling them towards your brand. While there is some overlap between the two approaches, ABM is generally focused on a more targeted and proactive outreach to specific accounts, while inbound marketing is focused on creating content and resources that will appeal to a broader audience.

Account-Based Marketing (ABM) requires a combination of tools and techniques to execute successfully. Here are some of the most common Account-based Marketing tools that are widely used:

• Customer Relationship Management (CRM) software: Salesforce, HubSpot, Microsoft Dynamics, Oracle CX, Zoho
• Data Analytics tools: Google Analytics, Adobe Analytics, Mixpanel, Looker
• Marketing Automation platforms: Marketo, Salesforce Pardot, HubSpot, Act-On
• Advertising platforms: Google, Meta, LinkedIn, Adroll, DV360
• Measurement and optimisation tools: Google Analytics, Mixpanel, Google Optimise, Engagio, Demandbase