What is Account Based Marketing? (And Why You Should Be Using It)

Introduction

Account-Based Marketing (ABM) is an approach to marketing that helps you target your ideal accounts so you can achieve your goals. ABM helps you get the most out of your marketing budget by making each account's experience unique. This increases demand, speeds up the pipeline, and leads to more sales.

What is Account-Based Marketing?

With Account-Based Marketing (ABM), you focus your efforts on a single target audience member at a time. In other words, rather than marketing to many different people with one message, ABM is an approach that helps you understand your target audience and reach them with the right message.

This kind of targeted marketing has become increasingly important as marketing departments have grown in size and become more complex. As the number of messages sent out by brands increases, so does their fragmentation—and this can result in wasted money and resources if those messages aren't being delivered to the right people at the right times. A well-run account-based strategy can help marketers get better results while reducing waste across channels.

How to Use Account-Based Marketing to Reach Your Goals

To achieve your goals, you’ll need to define and prioritize the target accounts that can help you achieve them. This process might seem complicated at first, but it doesn’t have to be. Here are a few tips:

Define Your Accounts of Interest

Just as with any other marketing or sales campaign, start by brainstorming who your target audience is for this specific campaign. What types of companies would benefit from your product or service? Who will be interested in buying from you? Create a list of all relevant companies that are within the same industry verticals as those already on your existing contact list—you can refer back to this list when developing an ABM strategy so that you don't leave anyone out.

Once this is done, look at specific characteristics about each company that would make them ideal prospects for what you're selling (e.g., size). This will help narrow down who exactly within these groups qualifies as "target accounts."

Account-Based Marketing (ABM) is an approach to marketing that helps you target your ideal accounts.

Account-Based Marketing (ABM) is an approach to marketing that helps you target your ideal accounts.

It’s important to understand that ABM isn’t a tool or technology but rather a process.

It involves identifying the most relevant accounts for your business and then developing a personal strategy for each one. This can mean anything from keeping in touch with leads via email to setting up in-person meetings with key decision makers on their own turf.

Conclusion

We hope that you enjoyed learning about account-based marketing and how it can help you grow your business!

If you are ready to start using ABM for your company, check out our guide on how to implement it successfully. We’re also happy to answer any questions or concerns you may have if this article didn’t give all the information needed. Now go forth and shop!