What is account-based marketing (ABM)?

Account-based marketing (ABM) is a strategic approach to marketing that focuses on targeting and engaging specific individual accounts or companies rather than targeting a broader audience. ABM is often used in B2B (business-to-business) marketing to personalize and tailor marketing efforts to specific high-value accounts.

Account-based marketing - ABM
Account-based marketing – ABM

In traditional marketing, the focus is on generating leads and then qualifying and nurturing those leads. However, ABM flips this approach by identifying target accounts first and then creating personalized marketing campaigns and strategies to engage and convert those specific accounts into customers.

The key steps involved in account-based marketing are as follows:

  1. Identify target accounts: This involves selecting a list of high-value target accounts that align with your company’s ideal customer profile (ICP). These accounts may be based on criteria such as industry, company size, revenue, or other relevant factors.
  2. Research and gather insights: Once the target accounts are identified, research is conducted to gather information and insights about those accounts. This can include understanding their business objectives, challenges, key decision-makers, and any other relevant information that can inform your marketing strategy.
  3. Develop personalized marketing strategy: Based on the insights gathered, a personalized marketing strategy is developed for each target account. This may involve creating customized content, personalized messages, and tailored campaigns to address the specific needs and pain points of each account.
  4. Execute marketing campaigns: The personalized marketing campaigns are then executed across various channels, such as email marketing, social media, content marketing, events, or direct outreach. The goal is to engage key decision-makers within the target accounts and build relationships with them.
  5. Measure and analyze results: Throughout the ABM process, it is important to measure and analyze the results of the marketing efforts. This helps in understanding the effectiveness of the campaigns, identifying areas for improvement, and optimizing future marketing strategies.

Account-based marketing offers several benefits, including:

  1. Improved targeting and personalization: ABM allows for highly targeted and personalized marketing efforts, which can lead to better engagement and conversion rates.
  2. Increased sales and revenue: By focusing on high-value accounts, ABM can help generate higher-quality leads, increase sales opportunities, and drive revenue growth.
  3. Alignment between marketing and sales teams: ABM encourages closer collaboration between marketing and sales teams, as they work together to target and engage specific accounts.
  4. Enhanced customer relationships: By tailoring marketing efforts to individual accounts, ABM can help build stronger relationships with customers, leading to increased loyalty and customer satisfaction.

It’s important to note that implementing an effective ABM strategy requires proper planning, collaboration, and coordination between marketing, sales, and other relevant teams within an organization. 

You can execute an effective Account-based marketing strategy using BROSH CRM as  it doesn’t forces your company to use the old marketing/sales methods aka lead-based-marketing and lead-based-selling.

BROSH CRM will also allow your company to create lead/contact forms and to instert them as leads or contacts into your CRM.