Account-Based Marketing (ABM)

Helping businesses achieve their goals and grow sustainably

Account-Based Marketing (ABM) is a go-to-market strategy that involves the coordination of Sales and Marketing departments. The aim is to create personalized, targeted marketing campaigns, focused on a specific set of accounts. By targeting those who matter most for the business, prospects are more likely to be converted to sales.

ABM is no plug-and-play solution. It’s a framework that takes time to learn and understand. When done right, it is a way to stimulate sustainable B2B demand generation and grow your business over time.

Account-Based Marketing is all about getting results. That’s why our ABM methodology is completely focused on generating the maximum return on your investment. To do so, we leverage the experience and skills developed over years of working on both the client and agency sides of the demand generation process.

Ready to set up a campaign that exceeds your expectations?

Services

Our services are tailored to your needs. Whether you want us to plan and execute your ABM campaign from start to finish or you simply need us to take care of some aspects, we’ll help you get the results you want.

Technology

Explore our insights into the available technology to make your ABM program run smoothly. From your core infrastructure to tools for measurement and tracking, we’ve got you covered.

Account-based marketing

Reach the right people, at the right time

What makes Account-Based Marketing such a powerful tool? ABM targets the companies that you want to add to your customer list. More specifically, your campaign will reach the people you’ll need to convince within those companies. In most B2B organizations, you need to get an entire buying team on your side rather than a single lead. Each person on that team has different pains and needs. That’s why it’s only right that every ABM strategy is unique.

Through ABM, you can target those predetermined accounts with the goal of deepening relationships. How? With personalized content, for the right people, at the right time. The level of personalization in a campaign ranges from persona-based content, tailored to accounts sharing common features, all the way to one-to-one custom content.

Growly helps your B2B organization target prospects with a tailored ABM campaign. Want to learn more?

Contact us

ABM vs. ‘standard’ demand generation

What’s wrong with traditional demand generation? you might ask. Nothing. Account-Based Marketing and more standard marketing programs are simply meant for different goals. As a result, they differ in other aspects as well.

01

Account-centric
vs. lead-centric

An ABM campaign is based on an account-centric perspective and targets specific accounts. Demand generation on the other hand takes on a more lead-centric approach, where prospects are turned into qualified sales opportunities.

02

Marketing
and Sales

Linked to that shift from lead-focused to account-centric, is the way Marketing and Sales work together. In ABM they combine forces, not only to turn an account into a lead, but also to convert it over time. In a demand generation campaign, Marketing passes leads on to Sales once their interest has been piqued.

03

Outbound
vs. inbound

Demand generation is largely an inbound operation, with content aimed to reel in a wide range of prospects. In Account-Based Marketing, you don’t wait for target accounts to turn up in your lead nurturing system. You reach out to them directly as part of an outbound strategy, combined with an extended set of inbound marketing tactics.

04

Pipeline support

In demand generation, marketing sources a significant part of the pipeline. In ABM, marketing influences the pipeline but directly sources very little of it.

05

Measurement

Results of ABM campaigns are measured differently from those of a traditional demand generation program. In an account-based context, the metrics offer insights into the progress you’ve made with your target account list throughout the customer lifecycle. In demand generation, typical KPIs are marketing qualified leads and sales qualified leads.

Types of ABM

1-to-1 ABM

A select group of accounts are shown personalized content and messaging. Each account is treated as a market of one. Tailored online experiences and targeted promotions or deals stimulate audience engagement.

One-to-few
ABM

Account clusters with similar issues, needs and characteristics are targeted. Content is lightly customized and one-to-one marketing is scaled up to reach a small group of relevant accounts.

One-to-many
ABM

The marketing campaign is tailored to predetermined accounts at scale. They receive content that is personalized to a certain degree across multiple accounts. The campaign can be automated and fine-tuned through analytics.

Ready to get more from your marketing efforts? Let’s start strategizing.