One-to-one Account-Based Marketing:

This type of ABM is also known as "Strategic ABM" and involves targeting a single high-value account with a customized marketing strategy. This approach is highly personalized and requires a significant amount of research and analysis to understand the specific needs and pain points of the target account.

One-to-few Account-Based Marketing:

This type of ABM is sometimes referred to as "ABM Lite" and involves targeting a small group of high-value accounts with a customized marketing strategy. This approach is less personalized than one-to-one ABM, but still requires a significant amount of research and analysis to understand the specific needs and pain points of the target accounts.

One-to-many Account-Based Marketing:

Programmatic ABM involves targeting a large group of high-value accounts with a customized marketing strategy. This approach is less personalized than one-to-one and one-to-few ABM, but still requires a significant amount of research and analysis to understand the specific needs and pain points of the target accounts. Programmatic ABM often involves the use of technology and automation to scale the marketing efforts

Increased ROI:

ABM is a targeted marketing strategy that focuses on identifying high-value accounts. By focusing on accounts that are more likely to convert and generate revenue, businesses can increase their return on investment (ROI)

Engage with stakeholders:

ABM allows businesses to engage with key stakeholders and decision makers in the accounts they are targeting. By understanding their needs and pain points, businesses can tailor their messaging and value proposition to better resonate with these stakeholders.

Streamline decision makers:

ABM can help streamline the decision-making process by identifying and targeting the key decision makers within an account. By providing these decision makers with the information and resources they need to make a purchasing decision, businesses can speed up the sales cycle and close deals faster.

Optimises the customer experience:

By tailoring marketing efforts to specific accounts and their needs, account based marketing campaigns can help optimize the customer experience. This can lead to increased customer satisfaction and loyalty, as well as a higher likelihood of repeat business.

Personalised messages:

ABM allows businesses to create personalized messages that are tailored to the specific needs and pain points of each account. This can help businesses stand out from competitors and build stronger relationships with their target accounts

Define your goals:

Before launching an ABM campaign, it's essential to define your goals. Are you looking to increase revenue, acquire new customers, or deepen relationships with existing ones? Defining your goals will help you align your ABM tactics and messaging accordingly.

Clear result oriented tactic:

Develop a clear, results-oriented tactic to engage your target accounts. This may include personalized content, direct mail, targeted advertising, or personalized sales outreach.

Define Your Outreach Channels:

Determine the outreach channels you'll use to engage your target accounts. This could include email, social media, direct mail, or even in-person events. It's important to choose channels that will be most effective in reaching your target accounts.

Determine Your Communication:

Develop a communication plan that addresses each stage of the account's buying journey. This includes crafting messaging that resonates with each account's pain points and needs.

Measure success of Account Based Marketing:

Establish metrics to measure the success of your ABM campaign. This may include measuring engagement rates, lead generation, or revenue generated from target accounts.

Review ABM campaign metrics and optimise:

Regularly review your ABM campaign metrics and optimize your tactics accordingly. This could include tweaking your messaging, adjusting your outreach channels, or changing your tactics altogether.

ABM KPIs:

To measure the success of an ABM campaign, key performance indicators (KPIs) are used. These KPIs are typically aligned with the specific goals and objectives of the campaign and may include metrics such as cost per lead, pipeline velocity, customer retention, etc. Here are some common ABM KPIs and their importance:

• 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