ABM: An Introduction to Account-Based Marketing

Have you been hearing “ABM” as a marketing buzzword recently, but you’re not quite sure what it is or how it applies to your business? Or perhaps you’re somewhat familiar and a refresher would be helpful?

Brasco /// has you covered.

What is ABM?

Account-based marketing (ABM) is a hyper-targeted strategy in which both marketing and sales collaborate to create personalized experiences through a well-thought-out customer journey, focused on an agreed-upon set of high-value prospects or customer accounts.

In simple terms, this type of marketing is the most audience-focused, customizable plan to take your business to the next level. No cookie-cutter strategies, here!

Did you know? 60% of brands in the U.S. are currently leveraging account-based marketing.*

Who is ABM for?

An ABM strategy is worth considering for many different types of companies. Generally speaking, companies that need better alignment between marketing and sales teams may consider this strategy.

B2B companies with a more targeted set of prospects are excellent candidates for this approach. B2B and B2C companies with a segmented priority hierarchy of existing customers may also consider ABM to maintain a more personalized experience for existing customers.

Did you know? On average B2B companies are dedicating 30% of marketing budgets to an ABM-related strategy.*

How does ABM work with existing inbound digital campaigns?

If you are currently running paid search, digital ads, SEO efforts, or other inbound marketing, then you already have the foundation for a strong ABM strategy. Integrating ABM into your inbound digital marketing efforts will be easier, but will require an effective strategy and strong content.

Did you know? 62% of marketers say they can measure a positive impact since adopting ABM through creative and custom user journeys and content engagement.*

How do I start ABM?

If it seems like integrating ABM tactics into your existing marketing strategy could work for you, or if you don’t currently have a sound digital marketing plan in place, start evaluating and putting together an integrated digital strategy that could include ABM in the mix.

Did you know? 87% of account-based marketers say that ABM initiatives outperform other marketing investments.*

Account-based marketing can be highly effective for certain companies. Still, it requires a sound plan, good creative content, good marketing technology, and full alignment among both sales and marketing teams. If you don’t have the resources within your company, we recommend working with an expert consultant or agency to help guide you on the next steps.

Are you curious about what an ABM strategy can do for your business? Let’s chat.

*Data Sources: HubSpot, Forrester, TOPO