Account Based Marketing: Examples, Tactics & Strategies

Account Based Marketing Examples, Tactics & Strategies

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Account based marketing (ABM) is a strategy that is quickly gaining traction in the world of digital marketing. It is a targeted approach to marketing that focuses on specific, high-value accounts, rather than a broader target market. ABM can provide powerful results, but it requires a specific set of tactics and strategies to be successful. In this blog article, we’ll look at some of the most effective account based marketing tactics, and strategies that businesses can use to increase their success.

Define your audience

When it comes to account based marketing, the key to success is understanding your target audience. Before you can begin crafting strategies and tactics, you need to have a clear idea of who you’re targeting. You should look at their needs, wants, and pain points in order to create effective campaigns.  Start by conducting research into your target accounts. This includes both existing customers and prospects. Use tools like LinkedIn and Salesforce to understand more about the company’s size, industry, and more. This will help you create a more tailored approach when crafting your account-based marketing campaigns.

You should also consider segmenting your target audience. This will help you personalize your messages and make sure that they resonate with the right people. For example, you could segment by job titles, industries, or geographic locations. This will ensure that the messaging is relevant and resonates with the right people.

Finally, think about the best channels to reach your audience. This could include social media, email, direct mail, or even events and tradeshows. Identifying the right channels will help you maximize the impact of your campaigns and get the results you’re looking for.

Once you have a clear idea of who your target audience is, you can start planning your account-based marketing campaigns. By understanding who you’re targeting, you’ll be able to create a strategy that is tailored to their needs and interests, ensuring greater success.

Do your research

If you’re looking to implement an effective account-based marketing (ABM) strategy, it’s essential that you do your research. Understanding the goals of your target accounts and what they need can help you develop a targeted strategy that’s tailored to their needs. It’s also important to know which ABM tactics and strategies will be most effective in achieving your desired outcomes.

One of the best ways to get started with ABM research is to look at examples of successful ABM campaigns. This can provide valuable insight into which tactics have been effective for similar businesses and how you can apply them to your own strategy. Look for case studies or reports from industry experts, read blog posts and other online resources, and ask your peers for their insights.

It’s also important to do research on the key decision makers at each of your target accounts. You should understand who they are, what their roles are, and how you can best engage them. Knowing what motivates them, what resonates with them, and how they like to receive information can all be useful in crafting an effective ABM strategy.  By researching your target accounts, industry trends, and the most effective ABM strategies, you can ensure that your ABM efforts are well-targeted and focused on delivering maximum results.

Create targeted content

Creating content that is specifically tailored to your target accounts can be one of the most effective account based marketing strategies. By understanding the industry, buyer personas and pain points of the accounts you are targeting, you can create content that is designed to meet their needs.

To begin, you should start by identifying the key decision makers within each account you are targeting. This can be done through researching the company online, or through reaching out to the account directly. Once you have identified who the decision makers are, you can create targeted content that speaks directly to them. For example, if you’re targeting a company in the healthcare industry, you could create content that speaks to the challenges they face with regards to compliance regulations and patient privacy.

By focusing on creating content that is relevant and specific to your target accounts, you can make sure that your message resonates with them. Additionally, it will help you build credibility and trust with the decision makers within the accounts. This can ultimately lead to more sales opportunities down the line.

Personalize your approach

Account based marketing (ABM) has become an increasingly popular tool for marketers looking to reach the right people, with the right message, at the right time. Personalizing your approach to account based marketing can make a huge difference when it comes to driving results.

Personalizing your approach to ABM starts with developing an understanding of your target accounts. This includes researching the company’s history, recent news, products and services, as well as their competitive landscape. With this information, you can begin to create unique messaging and content that is tailored specifically to each target account.

Once you have developed your individualized messaging, you need to make sure it gets in front of the right people. That means leveraging multiple channels to reach the decision makers in your target accounts. Digital advertising campaigns, email outreach, personalized sales calls and even direct mail campaigns can all be effective tactics. By tailoring your approach to each account, you can ensure that your messaging will have maximum impact.

It’s also important to track your success and adjust your strategy accordingly. Track response rates to each channel, analyze the effectiveness of each piece of content, and take note of any trends in terms of which content resonates best with different types of accounts. By staying on top of your analytics, you can quickly identify what’s working and make adjustments as necessary.

By taking a personalized approach to account based marketing, you can ensure that your message reaches the right people with maximum impact. Through careful research and experimentation, you can develop an effective strategy that drives meaningful results.

Use account-based advertising

Account-based advertising is an effective way to target specific accounts and reach the decision-makers within them. By creating personalized campaigns for each account, you can ensure that your messages are tailored to each company’s needs and goals.

When creating account-based campaigns, there are a few things to keep in mind. First, you need to make sure you have accurate data on each account you’re targeting. You should also consider the best type of ad format and platform for each account, such as display ads, search ads, or social media campaigns.

To make sure you get the best return on investment (ROI) from your campaigns, use retargeting tactics such as remarketing lists for search ads (RLSA) and custom audiences for social media campaigns. This will allow you to re-engage with users who have already expressed interest in your products or services.

Lastly, don’t forget about testing different ad formats and messaging to determine which works best for each account. Regularly analyzing the performance of your campaigns will help you identify which strategies are driving the most conversions and optimize your campaigns for the best ROI.

By using account-based advertising, you can increase your reach and engage with key decision-makers at potential customers to generate more leads and sales. With the right strategies in place, you can get the most out of your campaigns and achieve your marketing goals.

Develop partnerships

Partnering with other companies to develop an account-based marketing strategy is one of the most effective ways to target specific customer accounts and drive growth. When done right, partnerships can help to create a competitive advantage, increase customer engagement, and build long-term customer relationships.

When looking for partners, it’s important to find ones that have similar customer needs and interests to ensure they are a good fit for your overall goals. This could mean partnering with a company in the same industry or similar vertical. Once you have identified potential partners, start by discussing how you can work together to achieve mutual objectives.

Once a partnership has been established, both parties should work together to develop strategies that focus on customer experience, such as targeted campaigns, joint product releases, and personalized customer outreach. These activities can help to drive targeted growth, strengthen customer loyalty, and create an opportunity for cross-promotion.

Evaluate and adjust

As you begin to execute your account based marketing strategy, it’s important to track your progress and make adjustments as needed. The best way to do this is to use key performance indicators (KPIs) to measure success. KPIs will help you determine if your efforts are leading to real results, such as increased sales, higher customer satisfaction, or improved customer engagement.

Additionally, it’s important to ensure that your ABM efforts are aligned with the overall business goals of the organization. If a particular tactic isn’t working or there is an opportunity for improvement, be sure to adjust your strategy accordingly.

To get the most out of your account based marketing efforts, it’s essential to regularly evaluate and adjust your tactics. Doing so will ensure that you maximize your investment and generate meaningful results.


Account based marketing (ABM) is a powerful strategy for targeting the right customers with the right message. By using ABM, businesses can increase efficiency, boost sales, and improve customer relationships. By utilizing the tactics and strategies outlined in this blog post, businesses can successfully use account based marketing to drive growth and build meaningful relationships with their customers.

ABM is a great way to engage customers on a deeper level, which in turn will help create loyalty and foster trust. Additionally, ABM can be used to reduce costs associated with marketing and increase ROI. With a targeted approach, businesses can make sure they are reaching the right people with the right message and create an effective strategy that drives success.

Overall, account based marketing is a powerful tool that can be used to target specific customers, generate leads, and increase conversions. By leveraging the strategies outlined in this blog post, businesses can use ABM to reach their desired goals and grow their customer base.

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