Account Based Marketing Strategies: Top Tactics 2024

Examples of Account Based Marketing

ABM campaigns are highly targeted and personalized. They often involve creating custom content, such as whitepapers or case studies, that speak directly to the needs of the target account. The goal is to address the specific pain points and challenges that account faces, rather than delivering a generic message.

Multi-channel engagement is another hallmark of ABM. Marketers use a combination of tactics, such as email, social media, targeted advertising, and even direct mail, to reach key decision-makers at the target account. The idea is to surround the account with relevant messages across multiple touchpoints.

• Personalized content and messaging for each target account

Personalization is at the heart of ABM. Marketers create content and messaging that speaks directly to the needs, challenges, and interests of each target account. This could include custom whitepapers, case studies, videos, or even personalized websites. For example, a case study highlighting how a similar company in the target account’s industry solved a specific challenge.

• Multi-channel engagement across email, social, ads, direct mail

ABM campaigns leverage multiple channels to engage target accounts. This multi-channel approach helps to reinforce the message and reach decision-makers wherever they are. Companies using ABM report 97% higher ROI than those that don’t.

• Email: Personalized emails are sent to key contacts at the target account, often with custom content.
• Social Media: Marketers use social media to engage with target accounts, share relevant content, and build relationships.
• Targeted Advertising: Digital ads are targeted specifically to the target account, often using IP-based targeting or account lists.
• Direct Mail: Physical mailers, such as custom packages or gifts, can make a tangible impression on the target account.

Types of Account Based Marketing

There are three main types of ABM: One-to-One, One-to-Few, and One-to-Many. The approach varies based on the level of personalization and the number of accounts targeted.

One-to-one ABM, or Strategic ABM, is the most personalized and resource-intensive type. It focuses on a small number of high-value accounts, often the business’s largest and most strategic accounts.

In this approach, a dedicated team is assigned to each account. They create highly customized campaigns and content, often involving bespoke value propositions and solutions. The sales cycle is typically longer, but the deal sizes are larger. For instance, a software company created a custom product demo and on-site workshop for a major enterprise client.

One-to-Few ABM, also called ABM Lite, involves targeting small clusters of accounts with similar needs or characteristics. The level of personalization is not as high as One-to-One ABM, but the campaigns are still tailored to the specific needs of each cluster.

This approach allows for more scalability than One-to-One ABM while still providing a high degree of personalization. It’s often used for second-tier accounts that are not quite as strategic as the top tier but still represent significant opportunities. For example, a marketing agency groups clients by industry and creates industry-specific content and events.

One-to-many ABM, or Programmatic ABM, is the most scalable approach. It targets many accounts and relies more heavily on technology and automation to deliver personalization.

While the level of customization is lower than the other approaches, One-to-Many ABM still aims to deliver relevant, account-specific messages. Tactics often include personalized emails, targeted advertising, and account-specific web pages. According to a survey by ITSMA, 56% of B2B marketers use a one-to-few approach.

Regardless of the approach, the key to success with ABM is tight alignment between marketing and sales. Both teams need to work together closely to identify target accounts, develop account-specific strategies, and coordinate outreach and engagement.

By treating each account as a market of one, ABM allows B2B companies to deliver the personalized, relevant experiences that today’s buyers expect. In the next section, we’ll explore the benefits of this targeted approach.