Account-based marketing: dominate large accounts
Posted: Sun Jan 05, 2025 7:08 am
Conventional strategies usually segment audiences in order to achieve conversions. The actions are more generic, although structured according to defined personas . However, there are those focused on a specific company (account). The campaigns, in this case, are customized and generate more expressive results. This is called account-based marketing (ABM).
Did you like the idea? Then, see what we will cover in this article and find out if your business fits the profile.
What is account-based marketing?
Who is account-based marketing suitable for?
Types of account-based marketing
Benefits of the strategy
ABM vs. inbound marketing
What is account-based marketing?
It is a personalized strategy that combines marketing and hungary whatsapp number database sales and targets specific companies. The actions are more complete and customized, based on comprehensive data, which yields a more expressive return on investment ( ROI ).
Here, traditional lead capture is not the focus. The idea is to invest in those who are most likely to buy from you – the focus is on your ideal customer profile ( ICP ), and not exactly your personas.
Who is account-based marketing suitable for?
In fact, not all companies benefit from ABM. This strategy works best for B2B businesses , whose sales cycle is longer and more complex, and which:
have a high average ticket and level of complexity (enterprise sales);
are able to apply up and cross-sell strategies;
To give you a better understanding, examples of companies that are best suited for ABM are those that sell machinery or that develop and implement management software for large companies.
Types of account-based marketing
ABM usually divides customers into 3 layers. Let's look at each of them.
One-to-one
These are the “A” customers, who can usually be counted on the fingers of one hand. For these customers, you should apply as much personalization and specificity as possible, even mentioning the name of the company or person in advertisements and carrying out face-to-face actions such as events and training. Marketing and sales teams base their strategies on relevant data from the accounts of interest (data collected in conversations, professional history, profile of decision-makers, sales techniques, etc.).
One-to-few
Incorporating those customers who are very worthwhile but have transformative potential, such as those in the One-to-One universe, the One-to-Few layer focuses on common characteristics among some companies to apply a significant degree of personalization. The company names cannot be mentioned, but it can use information specific to an industry segment, such as mentioning their interest or expertise in the musical instrument industry, for example, or those that are part of the same region.
One-to-many
These are the other customers who cannot be ignored, but who do not share so many characteristics that they would allow for highly personalized communication. Since actions here are directed to many accounts (hundreds or thousands), more technology is usually used. Basically, “traditional” inbound marketing can be applied to this layer .
Benefits of the strategy
In addition to a higher ROI rate than conventional strategies, investing in account-based marketing allows you to:
More efficient investments
As funds are allocated more accurately, waste of resources decreases. In addition, time and effort are better used, thus optimizing sales results.
Did you like the idea? Then, see what we will cover in this article and find out if your business fits the profile.
What is account-based marketing?
Who is account-based marketing suitable for?
Types of account-based marketing
Benefits of the strategy
ABM vs. inbound marketing
What is account-based marketing?
It is a personalized strategy that combines marketing and hungary whatsapp number database sales and targets specific companies. The actions are more complete and customized, based on comprehensive data, which yields a more expressive return on investment ( ROI ).
Here, traditional lead capture is not the focus. The idea is to invest in those who are most likely to buy from you – the focus is on your ideal customer profile ( ICP ), and not exactly your personas.
Who is account-based marketing suitable for?
In fact, not all companies benefit from ABM. This strategy works best for B2B businesses , whose sales cycle is longer and more complex, and which:
have a high average ticket and level of complexity (enterprise sales);
are able to apply up and cross-sell strategies;
To give you a better understanding, examples of companies that are best suited for ABM are those that sell machinery or that develop and implement management software for large companies.
Types of account-based marketing
ABM usually divides customers into 3 layers. Let's look at each of them.
One-to-one
These are the “A” customers, who can usually be counted on the fingers of one hand. For these customers, you should apply as much personalization and specificity as possible, even mentioning the name of the company or person in advertisements and carrying out face-to-face actions such as events and training. Marketing and sales teams base their strategies on relevant data from the accounts of interest (data collected in conversations, professional history, profile of decision-makers, sales techniques, etc.).
One-to-few
Incorporating those customers who are very worthwhile but have transformative potential, such as those in the One-to-One universe, the One-to-Few layer focuses on common characteristics among some companies to apply a significant degree of personalization. The company names cannot be mentioned, but it can use information specific to an industry segment, such as mentioning their interest or expertise in the musical instrument industry, for example, or those that are part of the same region.
One-to-many
These are the other customers who cannot be ignored, but who do not share so many characteristics that they would allow for highly personalized communication. Since actions here are directed to many accounts (hundreds or thousands), more technology is usually used. Basically, “traditional” inbound marketing can be applied to this layer .
Benefits of the strategy
In addition to a higher ROI rate than conventional strategies, investing in account-based marketing allows you to:
More efficient investments
As funds are allocated more accurately, waste of resources decreases. In addition, time and effort are better used, thus optimizing sales results.