Account-Based Marketing executes targeted marketing campaigns on pre-selected accounts, typically large accounts. You identify and determine which accounts to target to convert a lead. Then design highly specific, targeted marketing campaigns based on the needs of the accounts.

After reading this white paper, you will understand:

• What is Account-Based Marketing?
• The benefits of ABM
• The challenges of ABM
• How to implement ABM
• ABM tools to consider
• ABM case studies

What is Account-Based Marketing?

Account-Based Marketing (ABM) is a strategy that focuses on concentrating many resources on a few highly qualified accounts. You identify the prospects you want to do business with and then target them very precisely and accurately.

The benefits of ABM

ABM has become a popular strategy for B2B companies thanks to its undeniable benefits. It improves alignment between sales and marketing, increases engagement and conversions, enhances the customer experience, and leads to higher ROI.

The challenges of ABM

Launching a successful ABM program has its difficulties. Challenges such as aligning sales and marketing, dealing with large buying teams, intensive research, and the uncertainty of success may arise.

How to implement ABM

Successful ABM implementation requires close collaboration between marketing and sales, detailed research into target accounts, creating personalized content, and measuring and improving results.

ABM tools to consider

ABM can be very labor-intensive, but the right tools can help you work smarter. Consider platforms such as Demandbase, 6sense, LeanData, Terminus, and HubSpot to support your ABM efforts.

ABM case studies

Discover inspiring examples of successful ABM strategies, such as those of iRidi and Snowflake, which have led to significant results and business growth.