Account-Based-Marketing (ABM)

Focus on the most valuable target customers

Personalise content and avoid wastage

Account-based marketing (ABM) is an approach in which marketing and sales target selected ideal customers with personalised content in order to avoid wastage and directly convince decision-makers.

According to a study, 87 per cent of marketing professionals say that account-based marketing (ABM) achieves a higher ROI than traditional marketing strategies. Account-based marketing (ABM) is therefore a very effective way of focusing much more strongly on the sales success of an individual account than in classic lead generation.

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ABM increases lead quality, conversion and closing speed

Focus on high-revenue target customers

Sales and marketing concentrate their energy on accounts with the greatest revenue and growth potential, rather than serving broad, unqualified target groups.

Higher quality leads

Precise selection and personalised communication result in fewer unqualified leads. Sales works more efficiently with contacts that have a real chance of closing.

Higher conversion and deal size

Focused communication and tailor-made solutions not only increase the closing rate, but also the average order value.

The cycle of successful account-based marketing

Account-based marketing (ABM) is a continuous process in which marketing and sales work closely together to effectively win and develop the most valuable target accounts. The cycle shown illustrates how companies achieve sustainable success through targeted interaction, data-driven decisions and coordinated processes – from identification to closing.

Identify

Accounts are identified through collaboration between sales and marketing and/or through technology. To do this, it is important to agree on the ideal customer profile (ICP).

Attract

With a focus on specific metrics, accounts and their stakeholders are targeted.

Engage

The right content is proactively delivered to target accounts at the right time in a personalised cross-channel campaign.

Convert

Proactive interaction with accounts helps to find out more information about purchase intentions.

Close

Sales and marketing work together throughout the customer journey to complete large-scale projects more quickly.

Measure

Defined KPIs and metrics help to make targeted optimisations in the approach (engagement, pipeline, revenue).

Models and approaches in account-based marketing (ABM)

Account-based marketing (ABM) encompasses various models and approaches that can be used depending on the target and maturity level of an account. These approaches are often combined – for example, by first using a one-to-few approach to increase awareness and then targeting individual key accounts with one-to-one measures.

One-to-many

Market-specific accounts and use of sales knowledge

  • Target account: 100+
  • Maximum reach and high scalability
  • Lower level of personalisation per account

One-to-few

“Second-level” target accounts

Tailor-made content and marketing activities

  • Target account: 10-100
  • More efficient and quicker to implement than 1:1 campaigns
  • Individualised degree of personalisation by cluster

One-to-one

Tailor-made marketing plans for individual target accounts

Building relationships with key stakeholders

  • Target account: 1-10
  • High degree of personalisation and intensive customer engagement
  • High time and resource expenditure

Structured approach to successful ABM implementation

Phase 1: Account & topic selection

  • Definition of target accounts by industry, size, potential
  • Research: decision-makers, pain points, current initiatives
  • Clustering accounts into 2-3 topic areas/buying groups
  • Development of account personas (marketing + sales alignment)

Phase 2: Value proposition & messaging

  • Development of core messages per cluster (benefits, value drivers)
  • Creation of key messages and elevator pitches for SDR & marketing
  • Development of a content map along the buying journey

Phase 3: Content & creative development

Development of personalised assets, such as

  • Landing pages for clusters
  • Email sequences & LinkedIn outreach templates
  • ABM ads (LinkedIn ads with dynamic personalisation)
  • Content pieces (case study, one-pager, video)

Phase 4: Campaign execution

  • Outreach via LinkedIn and email (via SDR or marketing)
  • Retargeting ads to key decision-makers in the buying centre
  • Invitation to personalised webinars or events

Your steps to B2B success

Are you already ensuring that your marketing and sales teams are working together?

We can help you develop a joint strategy and achieve your goals

Do you know your ideal customers, the decision-makers and the challenges?

We work with you to identify and analyse your most important target customers.

Do you have lead quality that could be improved or a high bounce rate?

We help you improve the quality of your leads and reduce your bounce rate.

Are you already using the right tools?

To reach your customers at the right time, we help you with inbound marketing and personalised content. Reporting and continuous analysis provide insight into which measures work particularly well.

Where do you stand right now?

Talk to your digital agency about what moves you and your company!

No matter what phase you are in with your project, we will be happy to advise you and ensure that your project picks up speed.

Guido Ahle

Business Line Lead - Principal Director Guido Ahle dx@adesso.de