One-to-one Account-Based Marketing:

This is the most targeted form of ABM, also known as Strategic ABM. It focuses on creating personalized marketing campaigns for individual high-value accounts. The marketing campaigns are tailored to meet the specific needs and pain points of each account, and the sales team works closely with marketing to create a cohesive approach. This type of ABM is typically used for enterprise-level accounts.

One-to-few Account-Based Marketing:

Also known as ABM Lite, this approach targets a small group of accounts with similar characteristics or needs. The marketing campaigns are customized to address the specific needs of this group of accounts, but the approach is less individualized than one-to-one ABM. This type of ABM is often used for mid-sized accounts.

One-to-many Account-Based Marketing:

Programmatic ABM is the most scalable type of ABM. It targets a large group of accounts that share similar characteristics or needs. The marketing campaigns are customized to address the needs of this group of accounts, but the approach is less individualized than one-to-one or one-to-few ABM. This type of ABM is often used for smaller accounts or prospects

Increased ROI:

Account-based marketing focuses on targeting specific high-value accounts and delivering personalized messages to them. This approach can result in a higher return on investment as it enables companies to focus their resources on the most promising leads and convert them into customers.

Engage with stakeholders:

By targeting specific accounts, businesses can engage with key decision-makers and stakeholders within those accounts. This approach can help build strong relationships with these stakeholders, which can lead to long-term partnerships and increased revenue.

Streamline decision makers:

ABM can help businesses streamline their decision-making processes. By targeting specific accounts, companies can identify the key decision-makers within those accounts and tailor their marketing messages to those individuals. This approach can help speed up the sales process and close deals faster.

Optimises the customer experience:

ABM allows businesses to deliver a more personalized experience to their customers. By tailoring their marketing messages to the specific needs and interests of each account, businesses can improve the overall customer experience and build stronger relationships with their customers.

Personalised messages:

Account-based marketing helps businesses to create highly personalized messages to their target accounts. By tailoring their messages to the specific needs and interests of each account, businesses can improve the relevance of their marketing messages and increase the chances of conversion

Define your goals:

Start by clearly defining your goals for the campaign. This could be increasing revenue from specific accounts, improving customer retention, or expanding into new markets. Whatever your goals may be, make sure they are specific, measurable, achievable, relevant, and time-bound (SMART).

Clear result oriented tactic:

Next, identify the tactics you will use to achieve your goals. This could include targeted advertising, personalized emails, or direct mail campaigns. The key is to choose tactics that are result-oriented, meaning that they will directly impact your stated goals.

Define Your Outreach Channels:

Determine the channels you will use to reach your target accounts. This could include social media, email, phone, or even direct mail. Make sure you understand which channels are most effective for reaching your target accounts and tailor your approach accordingly.

Determine Your Communication:

Develop personalized, relevant, and timely messaging for each account that you are targeting. This requires a deep understanding of your target accounts' pain points, interests, and preferences. Use this information to create account based marketing solutions that resonate with your target accounts and inspire them to take action.

Measure success of Account Based Marketing:

Establish key performance indicators (KPIs) that will help you track the success of your campaign. This could include metrics such as engagement rates, conversion rates, and revenue generated. Make sure you are tracking the right KPIs that are aligned with your campaign goals.

Review ABM campaign metrics and optimise:

Finally, review your campaign metrics regularly to identify areas for improvement. Optimize your campaign tactics, messaging, and outreach channels based on your learnings. The key is to continually refine your approach to achieve the best possible results

ABM KPIs:

KPIs (Key Performance Indicators) are metrics used to evaluate the success of a business or organization. In the context of Account-Based Marketing, KPIs can help measure the effectiveness of your account-based strategies and tactics. Some common ABM KPIs include:

• Marketing qualified leads/marketing qualified accounts
• Cost per lead
• Time on page (for engagement of digital assets)
• Email open rate/reply rate
• Number of additional contacts per account
• Engagement (rate) by account
• Pipeline velocity
• Marketing influence rate
• In-funnel conversion rate
• Number of sales meetings/appointments per account
• Number of proposals sent
• Close rate /churn rate
• Average selling price/average selling