Account-based marketing (ABM) is a strategic approach to B2B marketing where the focus is on targeting and engaging key accounts with highly personalized campaigns. Instead of using a one-size-fits-all approach, ABM marketing allows businesses to tailor their marketing efforts to specific accounts and decision-makers, with the goal of driving revenue growth from those accounts.
ABM marketing typically involves identifying a specific set of target accounts, and then creating a customized marketing strategy for each. This may include targeted advertising, personalized content, and face-to-face meetings. The goal is to create a coordinated, multi-channel campaign that speaks directly to the needs and pain points of the target account.
ABM marketing has evolved in the past few years, with the rise of technology and data-driven approaches, businesses are now able to be more precise in their targeting efforts, and can measure the ROI of their ABM campaigns more effectively. ABM platforms and technologies have emerged to help companies automate and scale their ABM efforts, and more companies are beginning to adopt an ABM approach as a way to drive revenue growth and increase ROI.
Moreover, with the rise of digital technologies, ABM has also evolved to include an Omnichannel approach, where businesses can use multiple channels to reach their target accounts such as email, social media, website personalization, and more.
Want to learn more and stay up-to-date on Account-Based Marketing? Here are some people I’d recommend following:
- Jon Miller – CMO of Demandbase as well as co-founder of Marketo, a marketing automation platform, and founder of Engagio, a B2B account-based marketing company. Jon is considered a thought leader in the ABM space and has authored several books and articles on marketing. I had the opportunity to work with Jon while at Marketo.
- Sangram Vajre – Co-founder of Terminus, an ABM platform. Vajre is a recognized thought leader in ABM and has authored the book “Account-Based Marketing for Dummies.”*
- Masha Finkelstein – Marketing leader currently at Intuit, Finkelstein has extensive experience in B2B marketing, and has been recognized for her work in developing and implementing ABM strategies.
- Bev Burgess – Founder of Influexion Group and author of the book “Account-Based Growth”
* I am an Amazon Associate