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    Account Based Marketing (ABM) is one marketing strategy that focuses on selected groups, and entities (called accounts) with potentially high value. It is the opposite of large-scale efforts, generating large reach, or a strategy based on traffic acquisition. ABM allows companies to personalize their marketing efforts and establish strong relationships with key decision-makers.

    Understanding ABM account-based marketing

    Account Based Marketing (ABM), sometimes colloquially known as key account marketing, is changing the way we think about B2B sales. It focuses on key decision-makers and, by establishing a strong relationship, helps generate effective sales. AMB focuses on high-value contracts, where the decision-making process can be extended and dependent on many people. Unlike traditional marketing strategies, which rely on broad demographic, intent-related, or location-based data, ABM focuses on specific individuals or companies. 

    The basic premise of AMB is to treat each person or company as a market. As a result, communication becomes unique, and 100% personalized, which helps to build strong trust and ultimately increase sales effectiveness. 

    Imagine a scenario where a company wants to expand its customer base in the healthcare industry. Instead of targeting ads to all healthcare professionals, ABM enables the company to identify specific hospitals or healthcare organizations that match its ideal customer profile. By understanding the challenges and goals of these entities, the company can create customized marketing campaigns that best resonate with decision-makers at these organizations.

    The importance of ABM marketing in business

    The more precarious customer expectations are, the more often traditional marketing strategies fail. This is where account-based marketing (ABM) comes into play, providing a solution that allows you to focus your resources on a selected sector, profile, or person. Instead of spreading the marketing budget across different channels, companies can focus on the areas most likely to convert into long-term (high-value!) customers. In this way, they can optimize their marketing strategies and achieve a higher return on investment (ROI).

    Also, ABM increases customer satisfaction and loyalty. One of the key elements of a successful AMB strategy is content marketing. By providing valuable content created to meet the needs of specific decision-makers, companies can develop strong relationships and increase their chances of closing deals.

    Another example, for example, would be an IT company specializing in customer relationship management (CRM) solutions that wants to expand its customer base in the financial services sector. Through ABM marketing, the company can identify key financial institutions as so-called target accounts. By understanding the challenges these institutions face, such as regulatory compliance and data security, the company can tailor its marketing messages and published content to try to address these issues. This targeted approach not only positions the company as a trusted partner but also increases the likelihood of closing a deal. In addition, it enables effective use of cold-mailing – it is easier to attract a potential customer by understanding the challenge in a specific sector and having a specific offer prepared. 

    Traditional marketing versus account-based marketing

    Traditional marketing strategies are usually based on campaigns targeting a wide audience. They use machine learning, advanced analytics, performance marketing techniques, or big data. While these approaches can generate leads (especially in the B2C sector such as e-commerce), they often result in a large number of out-of-touch customers, wasting resources.

    Account-based marketing focuses primarily on quality rather than quantity. By identifying high-value accounts that match the ideal customer profile, companies can focus their efforts on a potential niche that is more easily converted. This also eases processes in customer service, as such companies are easier, faster, and more specific to work with. In addition, account-based marketing allows for more effective collaboration between sales and marketing teams.

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    In the past, ABM was primarily a manual, labor-intensive process. Building a database, and analyzing a specific business niche took many weeks, and this was only the beginning of using ABM. However, with the advent of marketing automation and data analysis tools, account-based marketing efforts can now be scaled more effectively. Tools allow you to quickly build a database based on specific profiles and requirements, plug-ins support the process of inviting decision-makers to contact you, and other technologies can analyze a particular industry sector and build a mini presentation. 

    In addition, advances in artificial intelligence and machine learning have enabled companies to analyze vast amounts of data and identify patterns and trends that would be impossible to detect manually. 

    Key elements of account-based marketing

    Identifying areas of the highest value

    One of the most important elements of account-based marketing is identifying the accounts most likely to increase revenue and generate high-value contracts. This process typically involves analyzing the profile of potential customers By analyzing data and using predictive models, companies can identify accounts that show similar patterns to their existing customer base (analogous to the lookalike originally created by Facebook). For example, an IT company can analyze its existing customer base and identify that large companies in the technology sector are more likely to convert into paying customers (and usually have the highest ROI). With this information, one can, for example, prioritize marketing efforts for a specific group.

    Personalized marketing strategies

    Personalization involves creating dedicated content for each target account, based on their specific challenges, goals, or case studies. This type of activity increases credibility, builds trust, and increases the likelihood of signing a contract.

    Continuing the previous example, an IT company can create personalized content for each target account, highlighting how its software can solve specific challenges faced by large technology companies. By solving each account’s unique problems, it’s easier to attract attention, schedule a meeting, or sign a contract.

    Implementing Account Based Marketing

    Implementing account-based marketing requires preparing a strategy and a long-term schedule.

    Identifying high-value accounts is the first step in implementing account-based marketing. This can be done by analyzing existing customer data, conducting market research, and using predictive analytics. 

    Identifying high-value accounts is the first step.

    After identifying high-value accounts, you can prepare personae that correspond to decision-makers. It is crucial to understand their challenges, problems, motivations, and decision-making processes. This knowledge will help you create personalized content – whether as part of your email communications, over the phone, or in the presentations themselves.

    Participants in an ABM strategy must respond to the unique needs of each target account. By tailoring content to the specific problems and challenges facing target accounts, they can increase the chances of engagement and conversion. Content marketing is one of the most important tasks after the analysis stage. As a company using an ABM strategy, you must be ready to produce high-quality content with unique value.

    Marketing automation tools can be useful at the analysis stage, and in delivering personalized content, tracking engagement, and maintaining relationships with potential customers. Using them, it’s easier to scale ABM efforts to include new areas, decision-makers, or industry peers.

    They can also be used to scale ABM efforts to new areas, decision-makers, or industry peers.

    As with any marketing activity, it is important to constantly measure and analyze the impact of the campaign on sales effectiveness. It will be important to observe indicators such as the number of responses to messages, and the number of meetings or conversions to contracts. You can also measure the time it takes to close a sale, as well as the effectiveness of the overall funnel. Ultimately, what matters is the value of the contracts and the profit generated.

    Examples of account-based marketing

    Account-based marketing ABM starts with creating key segments, preparing personalized content, and then identifying channels to reach decision-makers. At least a few popular strategies can be used for this.

    Events / Training / Events

    Events have always been one of the most effective opportunities for B2B teams to convince decision-makers. ABM’s approach to events can include, for example, personalized invitations to key customers in specific industries, special VIP dinners, personalized gifts or gadgets


    Similar to events, webinars can be customized to be tailored to the needs of specific sectors, such as creating unique content, presenting case studies or communicating special terms of cooperation.

    Traditional mail

    At a time when everyone is overwhelmed by the number of messages in their email inboxes, traditional mail is an important method of reaching potential customers. Because ABM is more personalized, gifts or marketing materials sent by direct mail can be more valuable.

    E-mail campaigns

    Account-based marketing is mainly about creating personalized content for each decision-maker. Typically, specific experience information, industry analysis, examples of solutions, and case studies supported by data are posted.

    Account-based marketing is a way to provide a personalized experience.

    Digital Marketing

    PPC and paid social media advertising is one of the more common ways to reach targeted online accounts. Social media platforms such as LinkedIn and Facebook allow ads to be targeted to specific companies and individuals, and using technologies such as remarketing, they can be tailored to focus on a very precise group.

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    Tomasz Starzyński
    Tomasz Starzyński

    CEO and managing partner at Up&More. He is responsible for the development of the agency and coordinates the work of the SEM/SEO and paid social departments. He oversees the introduction of new products and advertising tools in the company and the automation of processes.