After exploring every tactic, channel, and form of communication, at the end of the day, companies simply want to sell more and sell better.
We’re here to explain how a well-executed Account-Based Marketing (ABM) strategy can help you achieve exactly that!
Vamos explicar como é que uma estratégia de Account-Based Marketing bem aplicada lhe permite fazer exatamente isso!
In B2B Marketing, Quantity Is Rarely the Solution
When we think about B2B marketing, one of the biggest challenges we face is capturing the attention of the right decision-makers in target companies.
Unlike traditional marketing, where much of the focus is on generating the largest number of leads possible, ABM (Account-Based Marketing) concentrates efforts on the right clients – those with real potential to generate return and drive business growth.
Think of this approach as precision marketing:
ABM focuses directly on high-value accounts with personalised messages and campaigns, ignoring the masses and targeting individuals.
It’s a strategy focused on creating compelling campaigns and attracting more qualified and segmented leads. In the end, it brings in the type of clients businesses truly want!
What Makes ABM Marketing Special?
ABM transforms the way B2B companies approach marketing.
nstead of a massive, generic campaign, ABM invests in personalising the message, channel, and timing (“the right message, for the right person at the right time), to uniquely and strategically attract each target account.
Imagine the following scenarios when presenting a proposal:
- A financial director is likely to focus on data about return on investment (ROI) and cost reduction.
- Meanwhile, an operations director might want to see improvements in efficiency and automation.
This focus on a select group of target companies and different personas (decision-makers) means marketing efforts are more engaging, detailed, and tailored – each account and persona receives exactly the type of attention and information most relevant to them.
How To Get Started With ABM?
Implementing this strategy might seem like a big shift, but it starts with a series of clear steps. Follow our ABM guide:
1. Carefully Select Target Accounts:
Start by hand-picking companies where you know your offering can make a difference. Look for high-value potential clients, businesses that align with what you offer and face challenges you know how to solve.
2. Under Their Needs Deeply:
Do your homework – research who the decision-makers are in the company and what motivates them. Creating personas for each decision-maker (finance, operations, IT, etc.) helps build a closer, more personalised approach.
3. Align Sales with Marketing:
ABM is a true partnership between sales and marketing. If these teams aren’t aligned, messages become scattered and lose impact. Regular meetings and shared KPIs ensure everyone speaks the same language and shares the same goals: identifying target accounts, crafting personalised campaigns, and tracking deal volumes.
4. Create Personalised Content:
One of ABM’s secrets lies in creating content that resonates with decision-makers. Think of case study reports, private webinars, or even guides tailored to their interests. The goal is simple: show that you understand the client better than the competition.
5. Choose the Right Channels:
There are many channels to choose from, but with ABM, the key is knowing where the key decision-makers are. LinkedIn is an excellent choice for networking and valuable B2B content; targeted email marketing helps maintain ongoing connections. In ABM, every touchpoint is an opportunity to reinforce your message and sustain the target account’s interest.
6. Mesure andAdjust: Measure and Adjust:
Like any good strategy, you need to constantly monitor results. Set meaningful metrics and adjust the approach whenever necessary. The success of ABM stems from attention to detail! Keep an eye on metrics like:
- Target account conversion rate
- Engagement level
- Average deal value
- Penetration rate
- Customer lifetime value
- Revenue generated from target accounts
- Customer acquisition cost
- Deal conversion rate
- Account churn rate
- Customer satisfaction and retention
Tools to Help ABM Grow
Account-Based Marketing only works when supported by the right tools.
HubSpot and other CRM platforms make the entire process much easier to manage and monitor.
These platforms help align sales and marketing, automate processes, analyse data, and segment and personalise communication.
Without tools to maintain client focus, scaling ABM becomes challenging.
How to Know if ABM is Working?
The good news is that ABM is easy to measure because its metrics go beyond the impersonal numbers of clicks and impressions.
We focus more closely on the direct impact on target accounts. Metrics like the average client value (how much each account is worth on average), target account conversion rates, and engagement are key.
This type of analysis helps you understand whether your messages are reaching and impacting decision-makers – and better yet, where to improve.
Common Mistakes to Avoid in ABM
Like any strategy, ABM can face some hurdles. Avoiding these mistakes is essential to keeping teams – and clients – motivated:
- Misalignment Between Sales and Marketing:
This is undoubtedly one of the biggest pitfalls. If marketing sends one message and sales another, the client notices this inconsistency, reducing impact. - Lack of Personalisation:
In ABM, one of the most common mistakes is creating generic content and sending the same message to all accounts. For ABM to work, every client interaction should feel unique and tailored to them. - Neglecting Metrics:
ABM is a constantly evolving process. Not measuring and adjusting campaigns means missing opportunities for improvement and, at times, learning.
ABM Helps Businesses Grow
ABM is more than a marketing strategy – it’s a way to build relationships. Working with target accounts with a personalised focus allows you to create valuable and trustworthy connections – the kind that last.
For those working in the B2B market, ABM represents a different way of looking at marketing – focusing on quality, detail, and personalisation rather than mass campaigns.
Think it’s time to see how this approach can help your business grow and bring your brand closer to the companies that really matter?
.
Talk to SmartLinks – a HubSpot Gold Partner and Google Partner
Premier – and find out how to sell more and better with ABM Marketing!
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