What is Account-Based Marketing?

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There are many benefits to using this account-based selling model in your business. It delivers a high ROI, enhances personalization, and enables easy tracking. But more on that later. First, let’s look at what ABM is.

What is the definition of account-based marketing? Well, it‘s a more targeted approach to selling that focuses on best-fit accounts, those that have expressed interest, or potential high-revenue prospects.

The most successful ABM strategy aims to have a good mix of prospects and complements a lead-based strategy.

With account-based marketing, it’s all about targeting the right people with the right message at the right time through account-specific campaigns. The messaging and content need to be highly personalized and cell phone number lists relevant to the contact.

According to Dave Chaffey, there are three types of ABM to consider: strategic ABM, ABM Lite, and programmatic ABM.

As you can see from the illustration below the investment and ROI go up when your teams focus on one-to-one accounts as opposed to a many-account, programmatic approach that uses automation.

ABM pyramid
In the strategic approach, say an HR Manager in a target company downloaded an ebook on ‘How to Manage a Remote Team’. Using an ABM approach a salesperson could contact that individual by providing details of a relevant blog or offering a free consultation on training.