What Is Account-Based Marketing?
Account-based marketing (ABM) is the marketing practice of creating engagement strategies and tactics that focus on a defined list of prospective accounts. ABM represents a shift from traditional lead and demand generation, which target broader market segments with the goal of acquiring and nurturing individual leads. In this approach, brands have no control over the named companies that become leads and ultimately customers.
By contrast, account-based marketing is about the “who” and not the “how many,” in that you’re targeting a list of prospective accounts that represent optimal customers. A well-thought-out ABM strategy often brings marketing and sales organizations closer together, as they are jointly prospecting for named accounts.
Marketing will develop and deliver personalized value proposition messaging and content to each target account via both on-site tactics (IP-based dynamic website content) and off-site tactics (IP-targeted dynamic website content).
Successful account-based marketing programs usually contain six core elements:
- Account selection
- Targeted delivery
- Measurement and reporting
If you are considering ABM as part of your marketing strategy, our agency can help.