Account Based Marketing (ABM)
ABM strategies for specialized targeting of large accounts (clients)
What is Account Based Marketing
Account Based Marketing (ABM) essentially combines the experience and knowledge of a company’s marketing and sales department in order to target selected groups of accounts (potential clients), for which a customized marketing plan is required. Instead of targeting the entire market, ABM focuses on specific companies that the business wishes to collaborate with.
To achieve the goals set by the business, skilled marketing executives must implement strategies that merge the expertise of the sales and marketing teams in four key stages:
Target Prospects – Targeting of potential customers.
Nurture & Engage – Create & share personalised content – Interact with potential customers through communication
Convert – Conversion to customers
Build Long-Term Relationships – Building long-term relationships with customers that lead to new sales opportunities
What's included
- Alignment of sales and marketing departments: they both have 1 common goal, to convert a target account into a customer
- Shorter sales cycle: ABM always takes into account all the parameters set by the decision-making team, providing them with all the necessary information to help them make the right decisions in the shortest possible time.
- Net return on investment (ROI): return on investment can be better understood with ABM than with traditional marketing techniques.
- Fewer wasted resources: ABM focuses on the most likely accounts, so that almost no resources are wasted on prospects and potential customers who have limited chances to convert.
- Better customer experience: through this strategy, it is possible to deepen and display content that is seamlessly linked to targeted accounts. This ensures greater relevance, contributing to an improved customer experience.


In the digital age, capturing the attention of potential buyers is more challenging than ever. This is where ABM can work to the business’s advantage by personalizing the buyer’s journey and tailoring all communications, content, and campaigns to these specific prospects. The goal is to increase return on investment (ROI) and convert these targeted prospects into customers. To achieve their goals, many companies seeking high-value clients often find that an ABM strategy serves them better than casting a wide net.
Convert targeted key accounts into customers
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