Account Based Marketing For B2B Teams Seeking Stronger Growth

Account based marketing is increasingly being adopted by B2B marketers as a core part of their overall strategy. It not only complements traditional short-term lead-generation efforts but also strengthens long-term revenue growth initiatives. Let’s explore how this approach can elevate your marketing results.

Account based marketing: Essential information

Many marketers ask, ‘What is account based marketing?’ Simply put, it focuses efforts on a select group of key accounts rather than spreading resources broadly. This strategy requires sales and marketing to work hand in hand, as tailoring messages for each account only works when both teams are fully aligned. The result is a faster, more significant, and consistently impactful growth in revenue.

Instead of casting a wide net, ABM encourages marketers to team up with sales to identify high-value prospects and create personalized campaigns, content, and communications that speak directly to the decision-makers within each target account.

Account based marketing (ABM) strategies adopt a broader, more comprehensive approach to marketing, extending beyond simple lead generation. By focusing on existing customer accounts and promoting upselling and cross-selling opportunities, businesses can maximize the value of their most significant clients. It’s no surprise that 92% of companies with well-established ABM programs report it delivers higher ROI than any other marketing approach, according to account based marketing statistics.

 

Understanding account based marketing and its core principles

Unlocking the benefits of account based marketing for enterprises

B2B account based marketing is gaining popularity among B2B companies that focus on enterprises or other high-value accounts, such as government agencies. For businesses aiming to engage large accounts with lengthy sale cycles and significant deal sizes, ABM provides distinct advantages compared to traditional marketing methods:

Client-specific marketing plan

Customers dislike feeling like just another face in a crowd. According to McKinsey, 71% of consumers expect interactions that are tailored to them, and 76% express frustration when personalization is missing. These numbers reflect general consumers – but for executives and decision-makers, expectations for customized engagement are even higher. Generic messaging often falls flat, failing to capture attention or build meaningful connections.

Account based marketing (ABM) addresses this challenge by enabling marketers to create highly personalized campaigns for specific target accounts. Instead of sending broad messages to a wide audience, ABM focuses on the individual traits and needs of both the customer and key decision-makers, customizing creative assets and campaign content accordingly. 

This approach smooths the journey from MQL to closed-won deals. It also enhances the overall customer experience across the sales funnel, from initial engagement to long-term retention.

Unified approach between sales and marketing departments

Account based marketing fosters close collaboration between marketing and sales teams throughout the entire buyer journey. Both teams join forces to pinpoint target accounts, design tailored campaigns, and maintain alignment as each account progresses through the sales pipeline.

This cooperative approach optimizes resource use and minimizes friction, allowing organizations to more clearly connect marketing efforts with the successful acquisition of high-value accounts.

Faster deal closures through ABM strategies

Major purchase decisions often involve multiple stakeholders, which can slow the sales process as opportunities move from lower-level employees up to the primary decision maker. Account based marketing (ABM) accelerates this process by nurturing all key prospects simultaneously, rather than sequentially.

A Cyance report shows that companies implementing ABM saw a 30% reduction in “time to opportunity” and shortened their “opportunity to close” period by an average of one month. This streamlined approach also contributed to an 8–10% increase in revenue, demonstrating ABM’s effectiveness in driving faster, high-value deals.

Optimize B2B marketing ROI

Account based marketing (ABM) delivers highly targeted campaigns, making it both precise and measurable, often yielding the highest ROI among B2B marketing strategies.

Companies can track ABM performance using KPIs such as revenue growth, deal size, and customer retention. According to Demand Metric’s ABM adoption report, 19% of respondents saw a 30% increase in revenue growth within just one year of implementing ABM. 

Minimized resource waste

ABM concentrates time and resources on a select group of high-potential accounts, reducing inefficiencies. Advanced ABM programs leverage additional data, such as intent signals, to pinpoint accounts with existing or emerging interest, enabling marketers to refine their targeting and retargeting efforts more effectively.

 

Discover how ABM delivers value for large enterprises

Varieties of account based marketing approaches

ITSMA is acknowledged as a pioneer of account based marketing, introducing the methodology in the early 2000s. Since then, they have categorized the practice into three primary approaches commonly adopted by companies: strategic ABM, lite ABM, and programmatic ABM:

Strategic ABM

This method focuses on a one-to-one approach, designed for highly valuable or strategic accounts. At its core, strategic ABM emphasizes relationship-building, relying on deeply personalized marketing campaigns that reflect a thorough understanding of each target account’s specific needs and priorities.

ABM Lite

ABM Lite enables businesses to scale their account based marketing efforts without losing all personalization. This approach targets small clusters of similar accounts, delivering lightly customized campaigns. For example, accounts of comparable size, facing similar challenges, or pursuing similar initiatives may receive the same tailored messaging and creative content.

Programmatic ABM

Programmatic ABM merges elements of strategic and lite approaches while leveraging advanced technologies to deliver highly targeted campaigns at scale. Typically, it focuses on a particular industry vertical or horizontal market segment, allowing for efficient outreach to multiple accounts simultaneously while maintaining relevance. 

Depending on your organization’s goals and the maturity of your ABM program, you may choose to implement a single approach or a combination of these strategies to maximize impact and drive meaningful results.

 

Explore different approaches to account based marketing

B2B strategies using account based marketing

Building an ideal customer profile is the first step in ABM. Next, significant segmentation is created to find marketing programs that can be tailored to those segments on the channels that have the biggest impact on them (events, website, email). Depending on the industry, vertical, and product category they serve, each company’s strategy will use a unique combination of methods.

To understand its practical impact, here are some account based marketing examples showing how businesses tailor campaigns to key accounts across events, email, and advertising channels. Let’s explore how these tactics are applied in practice:

Events

In-person events have long been one of the most effective ways for sales teams to reach decision-makers within their ideal customer profile. Using an ABM approach, events can be personalized with invitations to key prospects from target accounts, exclusive VIP dinners, and tailored gifts or branded swag for specific accounts. Personalized follow-ups after the event further help maintain and strengthen engagement with these customers.

Direct mail

In today’s email-saturated world, direct mail has regained popularity as an effective way to reach prospects within target companies. ABM’s targeted nature allows marketers to send higher-value gifts and materials, reflecting the greater revenue potential of these accounts.

Email campaigns

Despite the resurgence of direct mail, email remains a powerful channel. Unlike broad, volume-based campaigns that rely on generic templates, account based marketing crafts personalized messages for each target company and individual decision-maker.

Paid advertising

PPC and paid social media ads are effective for reaching specific target accounts online. Platforms like LinkedIn and Facebook allow marketers to focus on particular companies and personas, while technologies such as IP targeting and retargeting enable campaigns to concentrate on select accounts rather than a broad audience.

Web personalization

ABM strategies extend beyond driving traffic with personalized SEM and inbound marketing campaigns. Once target prospects visit the website, web personalization tools can deliver a customized, account-specific experience, rather than showing the standard, generic site content.

 

Apply ABM tactics to B2B marketing for maximum impact

Strategizing for success with account-focused marketing

When sales and marketing align on targeting and engaging key accounts, they can work together toward a shared objective. This first step is to co-create an account based marketing strategy, forming a unified “account team.” Marketing then focuses resources on the accounts sales identifies as most valuable. Both teams agree on goals, messaging, execution plans, and success metrics.  

Let’s break down the essential steps for creating a successful ABM strategy, as follows:

Step 1: Target your most valuable accounts

Start by reviewing your current customer base to identify those who match your ideal customer profile. While the specifics can differ by industry or other factors, high-value accounts generally share a few key traits: they are profitable, long-term, satisfied clients who are easy and enjoyable to work with. Essentially, these are the accounts that align closely with your offerings, achieve strong results using your solutions, and generate the highest lifetime value.

Pay special attention to existing clients showing potential to expand their engagement with your company, as well as new prospects that meet your strategic criteria. For new accounts, ask yourself, “Does this client have an urgent need we can solve – one compelling enough for them to invest $X?”

Step 2: Linking key stakeholders to target accounts

In any B2B transaction involving a substantial purchase, marketing and sales teams play a crucial role in building consensus among key decision-makers. Using account based marketing, these teams can systematically identify the individuals who have the influence over the final buying decision and engage them effectively.

For instance, a company selling marketing software might identify roles such as the CMO, digital marketing managers, CIO, and CFO as critical decision-makers within target accounts.

Keep in mind: While individual contacts matter, they should always be considered in the context of the broader account. In other words, it’s essential to link each person’s priorities and concerns to the company’s overall strategic goals. Your ultimate objective in engaging each stakeholder is to guide the account toward a unified purchase decision.

Step 3: Formulate stakeholder-centric campaigns

After selecting your target accounts and key individuals, the next step is to create personalized campaigns tailored to resonate with them. Building and nurturing relationships is at the heart of a successful account based marketing strategy. You’ll achieve the best results by offering valuable insights, guidance, and education that align with each account’s buying journey.

Begin by aligning your messaging and content with the specific interests, needs, and challenges of each account and stakeholder. Ideally, craft a unique value proposition and provide content that speaks directly to the stakeholders who influence the purchasing decision.

Step 4: Find the marketing channels with highest impact

Determine which channels your target accounts and key stakeholders rely on to explore trends and solutions. Preferences can differ by role or industry, so avoid assuming a universal approach will work. Focus on the channels that truly reach and engage your audience.

Step 5: Construct a comprehensive strategy manual

Create a playbook that clearly defines roles and responsibilities, specifying who does what and when. Outline the tactics marketing and sales will use to engage account contacts and drive interest. Bring this to life by designing a campaign cadence that pairs each message or piece of content with the optimal channel and timing.

Step 6: Put campaigns into action

Engage each account on an individual level using a personalized strategy tailored to each contact. Campaigns can leverage a mix of tactics, such as email, events, direct mail, advertising, and more. Since relationships are central to account based marketing, let them guide your outreach.

For example, a team member may reach out because they share an alma mater or professional connections with the contact, then make introductions to the account owner for deeper engagement.

Step 7: Analyze performance and implement optimizations

Account based marketing success is measured differently than traditional lead-generation efforts. Marketing and sales share accountability for moving accounts – not just individuals – through the buying process.

Track account engagement, opportunities generated, and closed-won deals along with their value. Allow sufficient time for results in line with the typical purchase cycle, then refine your strategy and tactics based on the insights you gather.

 

Develop a structured ABM strategy for measurable success

Typical obstacles to succeeding with account-based marketing

Although launching an ABM program requires careful planning and upfront effort, every B2B organization has the potential to succeed. So why do some companies struggle to fully realize their revenue potential through ABM?

Target account alignment issues

ABM relies heavily on marketing and sales working together, so if the two teams aren’t aligned on the same target accounts, the entire program’s potential is compromised. The strength of account based marketing comes from both teams concentrating their efforts on the accounts with the highest value. Without agreement on this foundational element, all other tactics in your ABM program risk being ineffective.

Inconsistent account insights

Having a shared source of truth for target account data is essential. If marketing relies on its automation platform while sales references the CRM to identify accounts, misalignment is inevitable. Ensuring both teams work from the same accurate data is key to ABM success.

Anticipating rapid results prematurely

Expecting your ABM program to revolutionize the buying cycle and revenue overnight is a recipe for disappointment. Rather than aiming for immediate, large-scale results, focus on establishing realistic, incremental goals that allow for steady progress and measurable achievements over time. Early on, focus on ironing out processes and letting your program gain momentum. As long as performance steadily improves, you’re progressing in the right direction.

 

Identify typical obstacles that hinder ABM program success

Conclusion

Account based marketing focuses on identifying and nurturing high-value accounts, optimizing the effectiveness of your marketing and sales strategies. Monitoring and analyzing key metrics enables businesses to allocate resources wisely and strengthen engagement with strategic customers. Let On Digitals help you implement smart ABM strategies that deliver clear and lasting results.