3 Types of Account-Based Marketing. How to Pick the Right ABM.
- CEO at DeckLinks, Speaker, Podcast Host
- Published on April 19, 2023
- Updated on August 29, 2024
Table of Contents
KEY TAKEAWAYS
- Strategic ABM or One-to-One ABM: Highly personalized marketing approach targeting a select few high-value accounts.
- ABM Lite: Targets small-to-medium-sized businesses with customized campaigns that can reach more accounts quickly.
- Programmatic ABM: Combines automation, technology, and data-driven decision-making to scale Account-Based Marketing efforts.
- Company Size and Resources: Consider the size and resources of your organization when choosing the right Account-Based Marketing strategy.
- Target Market and Customer Base: Understand your target market and customer base to craft an effective ABM strategy.
- Sales and Marketing Team Capabilities: Evaluate the skills and collaboration of your sales and marketing teams when implementing ABM.
- Available Technology and Tools: Select the right tools and platforms to support the chosen Account-Based Marketing strategy.
- Business Goals and Objectives: Align your ABM strategy with your company’s overarching business goals for maximum effectiveness.
If you asked most B2B marketers if they practiced ABM, they’d likely say “Yes!” But there are actually several distinct types of Account-Based Marketing, each requiring different levels of sales and marketing resources.
So how can you know which ABM approach is right for your B2B company?
By understanding the core differences between the three main types of Account-Based Marketing – and aligning your strategy closely to your target accounts, budget, and goals. In this ABM guide, I will walk you through the pros and cons of Account-Based Marketing types: Strategic ABM (or One-to-One), ABM Lite, and Programmatic ABM. I will also provide guidance on how to choose the ABM type that will yield the highest return on your sales and marketing investment.
Strategic ABM or One-to-One ABM:
The King of Personalized Campaigns
What is Strategic ABM?
Strategic Account-Based Marketing is a focused marketing approach where sales and marketing teams work together to create highly customized campaigns specifically tailored to high-value accounts, nurturing strong relationships with these key clients and ultimately driving increased revenue growth for the company.
Strategic ABM is the perfect marriage of personalization and precision. It takes high-value accounts and gives them a unique experience, tailor-made just for them – it’s like designing an individual suit that fits their exact wants and needs down to each tailored stitch.
One-to-One ABM is the granddaddy of Account-Based Marketing approaches. In this ABM strategy, marketing and sales teams join forces to create highly personalized campaigns aimed at specific, high-value accounts. These valuable accounts are the whales of the business world – the massive, elusive clients that could make a huge impact on your bottom line if you manage to reel them in.
Strategic Account-Based Marketing is the most customized form of account-based marketing ABM is out there. This method targets just a handful of high-value accounts that share characteristics like size, revenue level, or industry niche.
In a Strategic ABM campaign, you’ll develop highly customized content assets targeting just these few high-value accounts using relevant messaging and talking directly to those organizations’ needs and pain points. This may take the form of creating personalized landing pages tailored for each prospect or even custom user-focused YouTube videos — all created specifically for your ideal audience; so it has to be spot on!
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This method requires intense collaboration between sales teams and marketing teams due to how personal it gets. The entire sales process must be well-researched beforehand so your marketing and sales team can accurately predict trends within your high-value target accounts.
While this method may not always give instant gratification since most collaboration efforts require meticulous planning before successful execution due to factors such as budget use being concerned with ROI calculations before implementation begins; however the lead quality provided by strategic accounts makes up for these long delays making it a recommended structure in many organizations today.
Strategic ABM Focuses on High Value Accounts
In Strategic ABM, your target audience is a carefully curated list of high-value accounts. These are the big fish you want to land, the ones that could make a significant impact on your revenue. To identify these high-value target accounts, you’ll need to dive deep into your data and analytics, pinpointing the traits and characteristics of loyal customers that make an account especially valuable to your business.
Strategic ABM Narrowly Focused on Creating Highly Personalized Experience
With your high-value target accounts in sight, you can get to work crafting tailored marketing strategies that go above and beyond simple segmentation. It’s time to dig deeper, analyzing each account on an individual basis to craft personalized campaigns and content fleshed out with all of their unique needs and goals front and center.
Imagine you’re a marketing automation tool provider, and you’ve identified a high-value account in the retail industry. Rather than sending them a generic email about your product’s features, you could create a case study showcasing how a similar retailer used your software to streamline their marketing efforts and boost sales. This level of personalization demonstrates that you understand their needs and are committed to helping them succeed.
Strategic ABM Requires Tight Collaboration Between Marketing and Sales Teams
When your sales and marketing teams come together, they can become an unstoppable powerhouse! They’re like Batman and Robin – on a mission to identify target accounts and key prospects that need winning over, engaging with them in the most effective way possible, then nurturing those relationships to get maximum ROI. It’s a win-win: you’ll see high-value results while saving Gotham City – errr…winning clients’ hearts.
Growing your business means bridging the gap between sales and marketing. Every successful organization needs a well-thought-out plan for communication, account selection, and campaign development – all with one unified Account-Based Marketing approach toward those high-priority customers! Establishing strong partnerships will help you create more efficient strategies to generate maximum profits for years to come.
Challenges and Benefits of Account-Based Marketing Campaigns
Strategic ABM is a great way to maximize your ROI by targeting high-value accounts, allowing your resources and efforts to be focused on those that can make the biggest impact. Building stronger relationships with these key customers could lead to increased conversions and larger deal sizes – all of which translate into significant growth in revenue.
One-to-One ABM is not without its obstacles, it takes a deliberate and concerted effort to implement. Crafting campaigns that are customized and tailored requires resources while working in harmony between the sales team and marketing necessitates organization-wide unity. Moreover, striking the balance between departments that may have been set up as separate entities can be tricky business.
Examples of Strategic Account-Based Marketing Tactics
Strategic ABM tactics are as varied as the accounts you’re targeting, but here are a few Strategic Account-Based Marketing examples to help spark your imagination:
Strategic ABM Example #1:
Record Personalized Video Messages
Imagine your target account receiving a personalized video message from your CEO or a key member of your team. By addressing the recipient by name and discussing their company’s unique challenges, you create an immediate connection and demonstrate that you’ve done your homework. This level of personalization makes your outreach stand out from the crowd, capturing the attention of key decision-makers.
Strategic ABM Example #2:
Host Tailored Events and Experiences
Hosting exclusive events or experiences for your top target accounts or customers can be a powerful way to build relationships and showcase your expertise. For example, you could organize a VIP dinner with an industry thought leader or offer a hands-on workshop for solving a specific problem. By tailoring the event to your target account’s interests and needs, you can create a memorable experience that strengthens your connection.
Strategic ABM Example #3:
Send Personalized Direct Mail
In the digital age, sometimes going old-school can make a lasting impression. By sending a thoughtful, personalized direct mail with a gift or a handwritten note to key stakeholders within your target account, you can demonstrate your commitment to their success and connect on a human level. Remember, it’s the little things that often make the biggest difference.
Strategic ABM Example #4:
Create Personalized Sales Presentations
No one likes a one-size-fits-all sales pitch. Instead, take the time to craft a customized presentation for your target account that focuses on their specific needs, challenges, and goals. Use can use industry jargon and even mention specific competitors or market trends to show that you truly understand their business and have a solution that can help.
Strategic ABM Example #5:
Organize One-to-One Executive Meetings
Facilitate meetings or calls between executives from your company and the target account. This high-level engagement demonstrates your commitment to the account’s success and can foster stronger relationships between the two organizations. Plus, having a candid conversation between decision-makers can help uncover unique insights and opportunities.
Strategic ABM Example #6:
Visit Headquarters
Invite your target account to visit your headquarters or arrange for your team to visit theirs. These on-site visits can provide an opportunity for both parties to better understand each other’s operations and build rapport. It’s also a great way to showcase your company culture and demonstrate your commitment to collaboration and partnership.
Strategic ABM Example #7:
Conduct Research On High Value Target Accounts
Gain an edge by really digging in to understand your target account’s industry, rivals, and what’s going on with the market. This intel will put you in a great position to craft compelling, data-driven arguments that show why you’re their best partner for success. Demonstrate expertise as a reliable adviser, armed with relevant data-backed insights.
Strategic ABM Example #8:
Collaborate With All Stakeholders
Crafting the perfect Account-Based Marketing strategy requires collaboration between marketing and sales teams, and all other stakeholders. By synchronizing outreach strategies with personalized messaging and relevant content for each stakeholder within a target account, you can create an impactful coordinated Account-Based Marketing approach to sales process that helps give your sales team the edge in closing that deal.
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ABM Lite: A Balanced Account-Based Marketing Strategy
What is ABM Lite?
Account-Based Marketing Lite, referred to as ABM Lite, is a streamlined version of the ABM approach that targets a broader range of accounts with similar traits or challenges, allowing marketing and sales teams to create semi-customized campaigns that address shared pain points and preferences of these selected groups.
ABM Lite provides a unique way to deliver customized marketing experiences. It enables sales and marketing teams to develop tailored marketing campaigns for certain clusters of accounts, organized based on factors such as industry and company size. This Account-Based Marketing approach offers an efficient solution that allows businesses to tackle the needs and challenges shared by each group in one go – all while providing personalized messaging.
Think of ABM Lite as the younger sibling of Strategic ABM – it’s a bit more agile and flexible, but still packs a punch when it comes to targeting key accounts. In this Account-Based Marketing approach, you’ll focus on a larger number of key accounts, grouping them into segments with shared characteristics. While the level of personalization may not be as high as Strategic ABM, it’s still a powerful way to engage with prospects in a targeted, meaningful way.
This option offers the benefits of both worlds when done correctly enabling your marketing and sales teams to achieve maximum effectiveness likely scaling their campaigns while increasing their precision in engagement. Your sales and marketing team must align the budgeting stages well with CEO, CFO, and marketing and sales heads before proceeding to incorporate this Account-Based Marketing approach in your organization for optimal performance.
ABM Lite Targets Account Clusters
In ABM Lite, the target audience is defined by small groups of accounts or clusters, often segmented by industry, company size, or other shared attributes. This Account-Based Marketing approach allows for more focused marketing and sales efforts than a broad-based ABM strategy, like the Programmatic ABM strategy, while still providing a level of scalability that may be challenging with Strategic ABM.
ABM Lite Uses Semi-Personalized Content and Messaging
Crafting tailored messaging and content is key for ABM Lite, even if it can’t quite match the personalization of Strategic ABM. By taking time to understand common issues among account clusters, marketers can create customized, personalized campaigns that hit home with their audiences – paving the way toward meaningful engagement.
ABM Lite Requires Collaboration Between Marketing and Sales Teams
Achieving success with ABM Lite requires the perfect union between sales and marketing teams. By coming together, they can identify target accounts, ideal customers, and prospects that match their criteria, craft content tailored to those audiences, and nurture these valuable accounts from start to finish for a unified ABM approach.
Challenges and Benefits of Account-Based Marketing Campaigns
ABM Lite offers an ultra-targeted marketing approach that is tailored to each account and more efficient than traditional marketing approaches. This specialized Account-Based Marketing strategy provides higher scalability for multiple accounts, perfect for streamlining your efforts without sacrificing quality or reach. It’s the ideal choice if you’re looking to get the maximum bang for your buck.
ABM Lite brings its own unique set of complexities, like finding a golden balance between personalizing your message and scaling up engagements. Plus, pinpointing who you should target requires intimate knowledge of the target market landscape and customer base – meaning strong collaboration from sales and marketing teams is essential for success.
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Examples of ABM Lite Tactics
Launching an ABM Lite strategy can take many forms depending on the accounts you are targeting, so consider some of these examples to get your creative juices flowing:
ABM Lite Example #1:
Organize Industry-Specific Webinars
Host webinars and create content that addresses the unique challenges and trends within a specific industry cluster. For example, if you’re targeting healthcare organizations, create a webinar that discusses the latest innovations in healthcare technology or shares insights on data privacy and security in the healthcare sector.
ABM Lite Example #2:
Create Case Studies for Similar Companies
Develop case studies showcasing the success stories of clients within a particular account cluster. These case studies can demonstrate how your product or service has helped similar companies overcome shared obstacles, providing a persuasive argument for your solution.
ABM Lite Example #3:
Customize Email Campaigns
Design email campaigns that cater to the specific interests and needs of an account cluster. This could be customized campaigns that include personalized subject lines, targeted content, and relevant calls-to-action that align with the cluster’s industry, challenges, or goals.
ABM Lite Example #4:
Organize Account Cluster Workshops
Organize workshops or roundtable discussions that bring together representatives from the target account cluster. These events can offer valuable networking opportunities, facilitate the exchange of industry insights, and provide a platform for discussing shared challenges and potential solutions.
ABM Lite Example #5:
Target Accounts on Social Media
Leverage social media platforms to target your account clusters with tailored content and messaging. For instance, create LinkedIn or Facebook ads that are customized for a specific industry, emphasizing the benefits of your product or service in addressing that industry’s unique needs.
ABM Lite Example #6:
Create Cluster-Specific Landing Pages
Design landing pages that cater to the specific pain points, interests, and requirements of an account cluster. These pages can highlight industry-specific benefits, testimonials, and case studies to resonate with your target audience.
ABM Lite Example #7:
Collaborate with Other Companies on Account-Based Marketing Tactics
Partner with complementary businesses that share the same target account clusters to create co-branded content, events, or webinars. This collaboration can provide added value to the target accounts while also expanding your reach to identify target accounts within the cluster.
ABM Lite Example #8:
Publish Industry Relevant Content
Publish blog articles that address the trends, challenges, and best practices within a specific account cluster’s industry. This relevant content can help establish your company as an industry expert, build trust, and foster engagement with your target audience.
ABM Lite Example #9:
Conduct Account Cluster Surveys
Conduct surveys of your target account clusters to gather insights into their specific needs, challenges, and preferences. Use this information to refine your marketing strategy and create more targeted and relevant content for each cluster.
ABM Lite Example #10:
Target Accounts Using Advertising Platforms
Employ account-based advertising platforms to target your account clusters with display or native ads that showcase your industry-specific offerings. This targeted marketing approach can help increase brand awareness and generate leads within your account clusters.
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Programmatic ABM: Technology Meets Account-Based Marketing
What is Programmatic ABM?
Programmatic Account-Based Marketing (ABM) is a data-driven approach to ABM that leverages advanced technology and automation to target and engage specific accounts at scale. This method combines the principles of ABM with programmatic advertising, enabling personalized content delivery to a wide range of accounts.
Programmatic ABM is the tech-savvy cousin of Strategic ABM, leveraging automation, technology, and data-driven decision-making to scale your Account-Based Marketing efforts. By harnessing the power of programmatic advertising platforms and account-based marketing tools with automation tools, you can reach a larger audience of target accounts with laser-focused precision. Programmatic ABM is all about using data and analytics to make smart decisions and optimize your account-based marketing campaigns.
Programmatic Account-Based Marketing (Programmatic ABM) is a method that targets accounts within larger audience groups rather than focusing on just individual accounts. This is done with the help of data to create ads specifically targeted at your prospects using specialized programmatic ad-buying platforms with the aim of personalizing the marketing message automatically using AI algorithms and machine learning models to increase success rates.
For instance, if you know your ideal customer streams from certain websites or uses a certain combination of search terms, programmatic account-based-marketing can be used to get granular about who sees what adverts via automated systems such as Google Display Network (GDN) and Bing Ads.
Using this Account-Based Marketing approach provides the benefit of scalability where a successful ABM campaign can target multiple clusters simultaneously hence reaching out to more potential customers from different life cycle phases without requiring marketers’ supervision 24/7; budget allocation here should take note while tracking conversions affiliated with each cluster independently so underlying metrics are accurately derived as it possesses high potentials for inaccuracies leading to significantly less-than-expected ROI outcomes when not spelled out properly beforehand.
Programmatic Account-Based Marketing Tools Target Larger Clusters
In Programmatic ABM, target accounts are typically grouped into segments based on shared characteristics, such as industry, company size, or revenue. This ABM approach allows you to reach a broader audience while still maintaining a degree of personalization and relevance through customized campaigns using Programmatic Account-Based Marketing Tools.
Programmatic ABM Requires Marketing Automation Tools
The secret sauce of Programmatic ABM lies in its use of cutting-edge technology and automation. Using programmatic advertising platforms allows you to deliver highly precise ads that reach key decision-makers within your target accounts. Automation tools like email marketing platforms and CRM systems can help further streamline and scale your successful ABM campaign initiatives to provide a uniform yet efficient way of engaging with these particular accounts.
Programmatic ABM Tactics Are Highly Data-Driven
Programmatic ABM is all about staying ahead of the curve and getting maximum bang for your buck. By taking a data-driven approach to your account-based marketing programs, you can keep track of how campaigns are performing – enabling you to course correct as needed to maximize results. Keep assessing performance metrics and analyzing patterns: it’s the key ingredient that will help ensure success with any Programmatic Account-Based Marketing strategy.
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Challenges and Benefits of Account-Based Marketing Campaigns
Programmatic ABM provides the perfect blend of data-driven precision and personalization at scale. With its help, you can maximize your reach to potential customers while optimizing campaigns based on insights gathered from real-time performance tracking. Not only that – it gives teams more time for what matters most, investing in relationships with key accounts.
Programmatic ABM offers fantastic opportunities for businesses, but it’s not without its difficulties. Staying true to the personalization that makes ABM powerful while scaling up can be a challenge, plus, getting all those complex tech tools working together requires considerable effort and management.
Examples of Programmatic Account-Based Marketing Tactics
Let your imagination run wild by considering various Programmatic ABM strategies at your disposal. To jump-start the thought process, here are some Programmatic ABM examples to get you started:
Programmatic ABM Example #1:
Run Automated Email Campaigns
Leverage marketing automation tools to send tailored email campaigns to a larger number of target accounts. With personalized subject lines, content, and CTAs (Call-to-Action), you can engage multiple stakeholders within each account, while still maintaining a sense of relevance and customization. Don’t forget to test and optimize your Programmatic ABM campaigns for maximum impact.
Programmatic ABM Example #2:
Dynamic Website Content
Use website personalization tools to create content with a unique and customized experience for your target accounts. By displaying personalized content that resonates with each visitor’s industry, company size, or other key attributes, you can increase engagement, lead generation, and conversion rates.
Programmatic ABM Example #3:
Account-Based Advertising
Implement targeted advertising campaigns to reach key stakeholders within your target accounts across various platforms like LinkedIn, Google Ads, and display networks. By focusing your ad spend on the most relevant accounts and using personalized messaging, you can increase the efficiency and effectiveness of your Programmatic ABM campaigns.
Programmatic ABM Example #4:
Social Media Listening and Engagement
Utilize social media monitoring tools to keep tabs on your target accounts’ activities, conversations, and pain points. Engage with them by sharing relevant content, answering questions, or joining discussions. This proactive ABM approach can help position your brand as a thought leader and make your presence known to your target accounts.
Programmatic ABM Example #5:
Lookalike Modeling
The Programmatic ABM approach allows sales and marketing teams to leverage data analysis and machine learning to identify prospects that closely resemble their existing high-value customers. By targeting accounts with similar characteristics, you can expand your reach and tap into new opportunities that are more likely to convert.
Programmatic ABM Example #6:
Predictive Lead Scoring
With Programmatic ABM, you can take advantage of sophisticated analytics and machine learning algorithms to rank target accounts according to how likely they are to be engaged, converted, and generate revenue. With this approach, your return on investment will be maximized and the effectiveness of your sales and marketing teams will be assured by concentrating your efforts on high-potential high-value target accounts.
Programmatic ABM Example #7:
Data-Driven Personalization
Programmatic ABM can allow you to leverage the power of data-driven personalization to supercharge your Account Based Marketing campaigns. With Programmatic ABM you can uncover an account’s distinct characteristics through clever methods like the firmographic, technographic, and intent analysis. You’ll be able to deliver personalized content, precisely tailored to their needs and preferences ensuring that your communications are both memorable and relevant.
Programmatic ABM Example #8:
Cross-Channel Orchestration
Coordinate your marketing efforts across multiple channels, such as email, paid social media ads, advertising, and content marketing, to create a consistent and unified experience for your target accounts. By effectively orchestrating your Programmatic ABM campaigns, you can increase the likelihood of your message resonating with your prospects.
How to Choose the Right Account-Based Marketing Strategy
In today’s world, Account-Based Marketing is genuinely in vogue. But with all the different versions to opt for, how do you know which one suits your business best? We shall dig a little deeper and analyze the factors that should be taken into consideration when selecting between Strategic ABM (One-to-One ABM), Programmatic ABM, or ABM Lite tactics.
Consider Your Company Size and Resources
Let us begin by discussing your organization’s size and resources. They are essential key components of choosing the ideal ABM strategy for your business. The scope of your company, combined with the resources available to you, is paramount in selecting a plan that is suitable for success.
- Strategic ABM provides an optimal solution for enterprises with the capacity to invest in their marketing strategy. By tailoring campaigns specifically to key accounts, these organizations can make smart use of time and budget constraints while maximizing ROI potential.
- ABM Lite is the ideal solution for SMBs looking to make a big impact without draining their pockets. This efficient approach means businesses can reach more accounts quickly and painlessly, empowering them with greater results at an affordable cost.
- Programmatic ABM is the perfect choice for companies wanting to maximize their account-based marketing campaigns. Combining automation and technology, this approach provides an enhanced level of scalability with a cost-effective platform – making it ideal for today’s modern organizations looking to get ahead.
Evaluate Your Target Market and Customer Base
Now, let’s analyze your target market and customer base to determine the best ABM strategy. By gaining a deep understanding of who you’re trying to reach, you’ll be able to craft an effective Account-Based Marketing strategy that has long-lasting effects.
- Strategic Account-Based Marketing helps companies navigate the complex buying cycles of large enterprises. Targeting a select few accounts, businesses can develop creative campaigns tailored specifically to those customers – breaking through the noise and making each account feel heard.
- With ABM Lite, sales, and marketing teams have the power to engage with small-to-medium-sized businesses strategically. Customize your campaigns based on audience size – whether you need more high-reaching strategies or just some fine-tuning for audiences of any complexity level.
- By leveraging Programmatic ABM, organizations have the potential to create powerful and highly-individualized experiences for their desired customers. This innovative marketing strategy allows businesses of any size to quickly adapt to an ever-changing digital landscape – giving them direct control over customer touchpoints with data-driven precision on a wider scale than before.
Assess Your Marketing and Sales Team Capabilities
Now let’s consider the capabilities of your marketing and sales teams. The success of your traditional marketing and ABM strategy hinges on the ability of your teams to work together and execute campaigns effectively.
- Strategic ABM campaigns are the pinnacle of sales and marketing synergy, paving a path to success with personalized precision. To ensure this goal is met effectively, strong project management is critical for achieving ultimate harmony between sales and marketing teams.
- ABM Lite provides a powerful collaboration tool that unifies sales and marketing teams, helping them to reach more customers with personalized approaches and scalable strategies.
- Programmatic ABM requires marketing ninjas with a deadly combination of analytical and technical skills! Plus the agility to tailor campaigns based on data-driven conclusions.
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Check Available Account-Based Marketing Tools
Let’s not forget about the technology and tools at your disposal. The right tools can make or break your ABM strategy.
- Planning and executing a Strategic ABM campaign can be quite difficult. It requires the right tools, platforms, and tactics married with personalized messages that grab target accounts’ attention while simultaneously being able to track success metrics along the way.
- With ABM Lite, you can find the perfect balance of automation and CRMs to completely revolutionize your content marketing campaigns. Thanks to this combination, you’ll be able to quickly generate highly targeted outreach efforts without sacrificing quality.
- Programmatic ABM leverages cutting-edge technology, like programmatic advertising platforms, website personalization tools, and predictive analytics software to help you take your campaigns to the next level with data-driven strategies.
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Define ABM Goals and Objectives
Last but not least, consider your organization’s business goals and objectives. Aligning your ABM strategy with your company’s overarching goals can help you choose the most effective Account-Based Marketing approach.
- With Strategic ABM, businesses can capitalize on major opportunities to establish strong connections with their most valuable accounts. The Strategic ABM method helps foster meaningful long-term partnerships and opens the door for expansion into fresh markets – ensuring an increased presence among key customers.
- With ABM Lite, companies have the opportunity to soar and reach their goals. This Account-Based marketing approach is tailored specifically for capturing leads and rapidly increasing brand awareness in an ultra-competitive market. No matter the size of your business, ABM Lite can help you fast-track to success.
- Programmatic Account Based Marketing enables businesses to reach new heights by taking advantage of data-driven decision-making and automation. By effortlessly streamlining their RevOps and SalesOps, companies can make significant advances in ROI while still delivering an individualized customer experience.
Conclusion
With the right information, deciding on an ABM strategy doesn’t have to feel overwhelming! To get started, take some time to evaluate your company size and resources in relation to your target markets and audience, existing sales and marketing capabilities and tools, and the company’s business goals.
No two organizations are the same, so your Account-Based Marketing approach should be uniquely crafted to match your needs and objectives. However, armed with these insights you’ll be fully equipped for success when selecting between Strategic ABM (One-to-One ABM), ABM Lite, and Programmatic ABM options.
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FAQs
What is the difference between Strategic ABM, ABM Lite, and Programmatic ABM?
Strategic ABM focuses on highly-personalized marketing campaigns targeting a small number of high-value accounts. ABM Lite, on the other hand, targets a larger number of accounts with less personalized marketing efforts. Programmatic ABM uses tech and automation to deliver customized marketing campaigns at scale.
How to choose the right Account-Based Marketing strategy?
To choose the right Account-Based Marketing strategy, consider factors like your company size and resources, target market and customer base, marketing and sales team capabilities, available Account-Based Marketing tools, and business goals and objectives to determine which ABM strategy will work best for your company.
How do the company size and resources impact the ABM strategy choice?
Strategic ABM best fits larger enterprises with the capacity to invest in high-cost marketing strategy. ABM Lite works great for SMBs seeking an affordable yet impactful strategy, and Programmatic ABM is ideal for companies looking for a scalable and cost-effective strategy for their account-based marketing campaigns.
How do the target market and customer base influence the choice of an ABM strategy?
The target market and customer base dictate the ABM strategy by determining the scope and level of customization needed to effectively engage accounts. Aligning with their specific pain points, needs, preferences, and buying cycles increases conversion rates and engagement, and ensures a better return on investment.
How do marketing and sales team capabilities affect the choice of ABM strategy?
Marketing and sales team capabilities directly impact the choice of ABM strategy. Strategic ABM requires strong project management and collaboration between sales and marketing teams, ABM Lite demands teamwork and scalable strategies, while Programmatic ABM needs a combination of analytical and technical skills.
How do available ABM tools impact the ABM strategy selection?
Available ABM tools impacts strategy selection by determining the level of personalization, automation and data analysis possible which impacts strategy effectiveness, efficiency and scalability. Strategic ABM requires personalization tools. ABM Lite leverages automation and Programmatic ABM uses advanced AdTech tools.
About the Author
Lidia Vijga is a seasoned professional with 10 years of first-hand experience in B2B sales and B2B marketing. She has a proven track record of driving growth for companies across various industries. Throughout her career, Lidia has led numerous successful sales campaigns and implemented innovative marketing strategies that have significantly increased revenue and reduced customer acquisition cost for her clients. Lidia regularly shares her insights and experiences on LinkedIn, webinars, and public speaking engagements. Lidia believes in the power of personal qualities such as kindness, empathy, and the willingness to understand others. She is committed to empowering client-facing teams with tools that enhance their talent instead of automating it, and she firmly believes that teams that show their human side grow companies much faster.
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