Account Based Marketing – How does it work and how to get started?


Account Based Marketing (ABM) is a new and exciting way to sort out your customer base and focus on highly valued target accounts only.

These prospects are like the VIPs of your entire customer base who could be companies or organized groups that may have a tremendous need for your product or service. But this is also why a specific strategy may only work for a specific account or target. Hence, account based marketing.

Now you may notice that it’s what everybody around you has been doing these days, but this has been the norm for quite some time.

In 2016, Demand Base has reported that the number of companies that have started using ABM programs increased to 21%. The top ABM agency also said that 68% of companies are now building new skills to support such programs while 58% are investing in technologies to implement their strategy and measure its success.

So, if you have hundreds of leads but also want a specific marketing program for your valued accounts, here are a few steps to getting started with Account Based Marketing.

Define your target accounts

It’s impossible to get started with ABM if you don’t know who you’re marketing to. It’s that simple.

Talk to your marketing and sales team to identify all your sought-after prospects. Additionally, predictive targeting tech companies can also help you do this right.

Create a buyer persona

To better understand your prospects’ unique pain points and needs, it’s a must to create buyer personas. You can create a buyer persona for each account in order to define who exactly to target and what kind of ABM strategy will work best for them.

Create relevant and personalized content

The best way to drive these prospects to close a deal with you is by giving them relevant and timely content. However, make sure that your content-based promos are tailor-made for the right accounts to be able to connect with them.

Personalization is a big part of Account Based Marketing, so run surveys and do your own market research to find out what type of content each account needs.

Measure success

Don’t expect to achieve success overnight, because as with any other marketing methods, it will take time before some goals are met. Review your campaign’s performance regularly to gain insights on areas that need adjustments.