More Than a Tactic: ABM is B2B

Written by:
Kara Alcamo
Published on:
September 21, 2023

Account-Based Marketing (ABM) has revolutionized the way we approach high-value companies. It goes beyond being a mere buzzword; ABM is a strategic and personalized approach that should be integrated throughout all B2B marketing tactics. Unfortunately, some people still perceive ABM as a separate and isolated strategy, rather than an integral part of the overall B2B marketing approach. 

All the tactics listed below are of top priority to ABM and B2B, which should help integrate your marketing strategy into one. Let's explore:

Sales and Marketing Alignment:

The seamless alignment between sales and marketing teams is at the heart of ABM’s success. By targeting specific high-value accounts, ABM inherently drives this alignment. The process of selecting target accounts involves close collaboration between both departments, ensuring that the chosen accounts fit the ideal customer profile (ICP). This joint effort fosters a shared understanding of target audiences and goals, leading to more effective lead qualification and accelerated sales cycles.

Personalization across the Buyer's Journey:ABM is synonymous with personalization - which should be a priority for all B2B marketing strategies. It provides a framework through which you personalize messages, content, and campaigns based on account attributes and the journey stage of each account. For instance, you can tailor content for accounts in the early awareness stage to introduce your brand and establish thought leadership. As they move through the consideration stage, personalized content can focus on addressing specific pain points and presenting your company’s solutions. 

Enhanced ROI and Pipeline Performance:

When your marketing efforts are concentrated on high-potential accounts, the impact on ROI becomes evident. ABM focuses on quality over quantity, leading to better lead conversion rates, shorter sales cycles, and increased pipeline velocity. With a clearer view of the entire account journey and performance by account, your agency can better attribute revenue to specific marketing initiatives, allowing for better resource allocation and optimization.

Layering in Awareness Targeting:

Integrating ABM doesn't mean neglecting broader brand awareness efforts. In fact, ABM can work in synergy with traditional marketing tactics to reinforce your brand's presence. By layering in awareness targeting, you can create campaigns that capture the attention of key decision-makers within targeted accounts, increasing the chances of success for your ABM efforts.

Leveraging Intent Data with ABM:

According to 6sense, only 9-11% of your total addressable market is actively looking to buy in a given quarter. Intent data helps you focus your efforts on those companies by revealing potential buyers’ interest signals and is a valuable asset when combined with ABM. By analyzing intent data, you can gain insights into accounts that are actively researching solutions in your domain. This information enables you to prioritize high-intent accounts and tailor ABM campaigns accordingly, increasing the chances of engaging prospects when they are most receptive.

Expanding Targeting via Account Lists:

While ABM focuses on a select group of high-value accounts, you can still leverage the power of your account list to expand targeting. Lookalike audience modeling allows you to identify and engage with accounts similar to your existing high-value customers. This strategic approach broadens your reach while maintaining the personalized touch of ABM.