Account-Based Marketing (ABM) is a strategic approach to designing and executing highly-targeted, personalised marketing programs and initiatives to drive business growth and impact with specific, named accounts. Treating each client or account as an individual and marketing to them accordingly is the primary difference between ABM and other styles of marketing.
In our account-based marketing guide, we’ll share what ABM is, why you should be using it, how you can establish it in your organisation, and look at some account-based marketing case studies which demonstrate how this form of marketing can benefit organisations.
Matt Heinz, President at Heinz Marketing, uses a well-known analogy to describe ABM: “Account Based Marketing simply means instead of fishing with nets, we’re fishing with spears. You identify exactly the prospects you want to do business with and then you market very precisely and narrowly to them directly.”
Justin Gray, CMO at LeadMD takes a more holistic view: “Our definition of account-based marketing is just good marketing. If you only had one prospect to sell and market to, you would treat them with the same principles as outlined in ABM. It’s just aiming at a more well-defined area of the funnel, and treating your best buyers in a much more personal way.”
The core principles of ABM include:
Customised, personalised campaigns that are created based on thorough knowledge of the customer
Alignment and integration between marketing and sales that promotes collaboration throughout the customer lifecycle
An overall strategy that focuses on optimising business standing, improving customer relationships, and increasing revenue