{"id":487,"date":"2023-06-14T15:08:45","date_gmt":"2023-06-14T13:08:45","guid":{"rendered":"https:\/\/growly-abm.com\/?page_id=487"},"modified":"2026-08-13T15:53:56","modified_gmt":"2026-08-13T13:53:56","slug":"account-based-marketing-abm","status":"publish","type":"page","link":"https:\/\/growly-abm.com\/en\/account-based-marketing-abm\/","title":{"rendered":"Account-Based Marketing (ABM)"},"content":{"rendered":"

[et_pb_section fb_built=”1″ admin_label=”Section” _builder_version=”4.20.2″ _module_preset=”default” background_image=”https:\/\/growly-abm.com\/wp-content\/uploads\/2023\/06\/Mask-Group-10.png” background_position=”bottom_center” overflow-x=”hidden” custom_padding=”0px||0px||false|false” custom_css_main_element=”display: flex;||flex-direction: column !important;” da_disable_devices=”off|off|off” locked=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”3_5,2_5″ use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” _builder_version=”4.20.2″ _module_preset=”default” custom_margin=”||0px||false|false” custom_padding=”0px||0px||false|false” custom_css_main_element=”margin-top: auto;” global_colors_info=”{}”][et_pb_column type=”3_5″ _builder_version=”4.19.1″ _module_preset=”default” custom_padding=”10em||12em||false|false” custom_css_main_element=”margin-top: auto;” global_colors_info=”{}”][et_pb_text _builder_version=”4.22.2″ _module_preset=”default” header_font=”Gilroy – Light||||||||” header_text_color=”#FFFFFF” global_colors_info=”{}”]<\/p>\n

Account-Based Marketing (ABM)<\/h1>\n

[\/et_pb_text][et_pb_text module_class=”fs-28″ _builder_version=”4.20.2″ _module_preset=”default” text_font=”PP Object Sans – Regular||||||||” text_text_color=”#FFFFFF” custom_margin=”||1.5em||false|false” global_colors_info=”{}”]Helping businesses achieve their goals and grow sustainably[\/et_pb_text][\/et_pb_column][et_pb_column type=”2_5″ _builder_version=”4.20.2″ _module_preset=”default” custom_padding=”||12em||false|false” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Section” _builder_version=”4.19.1″ _module_preset=”default” background_color=”RGBA(255,255,255,0)” z_index=”9″ custom_margin=”-15em||||false|false” da_disable_devices=”off|off|off” locked=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_2,1_2″ make_equal=”on” custom_padding_last_edited=”on|tablet” _builder_version=”4.22.2″ _module_preset=”default” background_color=”#FFFFFF” custom_padding=”0em|5em|0em|5em|false|true” custom_padding_tablet=”2em|2em|2em|2em|true|true” custom_padding_phone=”2em|2em|2em|2em|true|true” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.22.2″ _module_preset=”default” custom_css_main_element=”margin-top: auto;||margin-bottom: auto;” global_colors_info=”{}”][et_pb_text module_class=”fs-28″ _builder_version=”4.22.2″ _module_preset=”default” text_font=”Gilroy – Medium||||||||” text_text_color=”#000000″ text_line_height=”1.5em” global_colors_info=”{}”]<\/p>\n

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.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.22.2″ _module_preset=”default” background_color=”RGBA(255,255,255,0)” custom_css_main_element=”margin-top: auto;||margin-bottom: auto;” global_colors_info=”{}”][et_pb_image src=”https:\/\/growly-abm.com\/wp-content\/uploads\/2023\/06\/ABM-e1686751345856.png” title_text=”ABM” _builder_version=”4.20.2″ _module_preset=”default” max_width=”665px” module_alignment=”center” global_colors_info=”{}”][\/et_pb_image][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Section” _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”30px||||false|false” da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”2_5,3_5″ _builder_version=”4.20.2″ _module_preset=”default” custom_padding=”||108px|||” global_colors_info=”{}”][et_pb_column type=”2_5″ _builder_version=”4.19.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text module_class=”fs-24″ _builder_version=”4.22.2″ _module_preset=”default” text_font=”Gilroy – Medium||||||||” text_text_color=”#000000″ text_line_height=”1.5em” global_colors_info=”{}”]<\/p>\n

ABM is no plug-and-play solution. It\u2019s a framework that takes time to learn and understand. When done right, <\/span>it<\/span> is <\/span>a way to stimulate sustainable <\/span>B2B demand generation and grow your business over time.\u00a0<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”3_5″ _builder_version=”4.19.1″ _module_preset=”default” global_colors_info=”{}” custom_css_main_element_last_edited=”on|phone” custom_css_main_element_phone=”margin-bottom: 0;”][et_pb_text module_class=”fs-38″ _builder_version=”4.22.2″ _module_preset=”default” text_font=”Gilroy – Bold||||||||” text_text_color=”#000000″ text_line_height=”1.5em” custom_margin=”||2%||false|false” global_colors_info=”{}”]Account-Based Marketing is all about getting results. That\u2019s 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.[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.27.4″ _module_preset=”default” custom_padding=”||||false|false” hover_enabled=”0″ global_colors_info=”{}” module_id=”whitepaper-content” sticky_enabled=”0″][et_pb_column type=”1_2″ _builder_version=”4.19.1″ _module_preset=”default” global_colors_info=”{}” custom_css_main_element_last_edited=”on|phone” custom_css_main_element_phone=”margin-bottom: 0;”][et_pb_text module_class=”fs-21″ _builder_version=”4.27.4″ _module_preset=”default” text_font=”Gilroy – Medium|||on|||||” text_text_color=”#b8b8b8″ custom_margin=”||1.5em||false|false” custom_padding=”||0px||false|false” global_colors_info=”{}”]<\/p>\n

Whitepaper<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.27.4″ _module_preset=”default” text_font=”Gilroy – Bold||||||||” text_text_color=”#f14240″ header_2_text_color=”#92487b” global_colors_info=”{}”]<\/p>\n

How to reach the right companies with more relevance using ABM<\/h2>\n

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For sales and marketing teams looking to get more out of their prospecting. Discover why traditional prospecting stalls and how an account-based approach leads to stronger conversations.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.19.1″ _module_preset=”default” global_colors_info=”{}” custom_css_main_element_last_edited=”on|tablet” custom_css_main_element_tablet=”margin-top: 5em;” custom_css_main_element_phone=”margin-top: 5em;”][et_pb_image src=”https:\/\/growly-abm.com\/wp-content\/uploads\/2026\/07\/P0011113_Handlangers_2026-06_Active-campaign_Whitepaper-marketing-managers-Growly-Mockup-scaled.png” title_text=”P0011113_Handlangers_2026-06_Active campaign_Whitepaper marketing managers-Growly-Mockup” _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_button button_url=”#download-whitepaper” button_text=”Download whitepaper” module_class=”btn–primary” _builder_version=”4.27.4″ _module_preset=”default” custom_margin=”2em||||false|false” custom_margin_tablet=”2em||||false|false” custom_margin_phone=”2em||||false|false” custom_margin_last_edited=”on|desktop” global_colors_info=”{}”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Popup – #download-whitepaper” module_id=”download-whitepaper” module_class=”popup” _builder_version=”4.27.4″ _module_preset=”default” max_width=”60vw” module_alignment=”center” da_is_popup=”on” da_popup_slug=”download-whitepaper” da_disable_devices=”off|off|off” global_colors_info=”{}” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][wpforms_selector form_id=”1841″ _builder_version=”4.27.4″ _module_preset=”default” global_colors_info=”{}”][\/wpforms_selector][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Section” _builder_version=”4.20.2″ _module_preset=”default” use_background_color_gradient=”on” background_color_gradient_direction=”135deg” background_color_gradient_stops=”#ff5a57 0%|rgba(255, 92, 91, 1) 37%|#ff9deb 100%” background_enable_image=”off” custom_padding=”||||false|false” da_disable_devices=”off|off|off” locked=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.19.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.22.2″ _module_preset=”default” header_2_font=”Gilroy – Regular||||||||” header_2_text_color=”#FFFFFF” text_orientation=”center” custom_margin=”||0px||false|false” global_colors_info=”{}”]<\/p>\n

Ready to set up a campaign that exceeds your expectations? <\/h2>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_2,1_2″ use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” _builder_version=”4.23.3″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.23.3″ _module_preset=”default” background_color=”#FFFFFF” custom_padding=”3.5em|3em|3.5em|3em|true|true” link_option_url=”\/account-based-marketing-services” global_colors_info=”{}”][et_pb_text _builder_version=”4.23.3″ _module_preset=”default” header_3_font=”Gilroy – Bold||||||||” header_3_text_align=”center” header_3_text_color=”#f14240″ custom_margin=”||1em||false|false” global_colors_info=”{}”]<\/p>\n

Services<\/h3>\n

[\/et_pb_text][et_pb_text module_class=”fs-24″ _builder_version=”4.22.2″ _module_preset=”default” text_font=”Gilroy – Regular||||||||” text_text_color=”#000000″ text_orientation=”center” global_colors_info=”{}”]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\u2019ll help you get the results you want.[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.23.3″ _module_preset=”default” background_color=”#FFFFFF” custom_padding=”3.5em|3em|3.5em|3em|true|true” link_option_url=”\/account-based-marketing-technology” global_colors_info=”{}”][et_pb_text _builder_version=”4.20.2″ _module_preset=”default” header_3_font=”Gilroy – Bold||||||||” header_3_text_align=”center” header_3_text_color=”#f14240″ custom_margin=”||1em||false|false” global_colors_info=”{}”]<\/p>\n

Technology<\/h3>\n

[\/et_pb_text][et_pb_text module_class=”fs-24″ _builder_version=”4.20.2″ _module_preset=”default” text_font=”Gilroy – Regular||||||||” text_text_color=”#000000″ text_orientation=”center” global_colors_info=”{}”]<\/p>\n

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\u2019ve got you covered.<\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Section” module_class=”bg__visual” _builder_version=”4.20.2″ _module_preset=”default” background_enable_image=”off” background_size=”custom” background_image_width=”400px” background_position=”center_left” custom_padding=”||||false|false” da_disable_devices=”off|off|off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_2,1_2″ _builder_version=”4.20.2″ _module_preset=”default” custom_padding=”||||false|false” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.19.1″ _module_preset=”default” global_colors_info=”{}” custom_css_main_element_last_edited=”on|phone” custom_css_main_element_phone=”margin-bottom: 0;”][et_pb_text module_class=”fs-21″ _builder_version=”4.22.2″ _module_preset=”default” text_font=”Gilroy – Medium|||on|||||” text_text_color=”#b8b8b8″ custom_margin=”||1.5em||false|false” custom_padding=”||0px||false|false” global_colors_info=”{}”]<\/p>\n

Account-based marketing<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.22.2″ _module_preset=”default” text_font=”Gilroy – Bold||||||||” text_text_color=”#f14240″ header_2_text_color=”#92487b” global_colors_info=”{}”]<\/p>\n

Reach the right people, at the right time<\/h2>\n

[\/et_pb_text][et_pb_text module_class=”fs-32″ _builder_version=”4.22.2″ _module_preset=”default” text_font=”Gilroy – Light||||||||” text_line_height=”1.5em” global_colors_info=”{}”]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\u2019ll 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\u2019s why it\u2019s only right that every ABM strategy is unique.<\/p>\n

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.[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.19.1″ _module_preset=”default” global_colors_info=”{}” custom_css_main_element_last_edited=”on|tablet” custom_css_main_element_tablet=”margin-top: 5em;” custom_css_main_element_phone=”margin-top: 5em;”][et_pb_image src=”https:\/\/growly-abm.com\/wp-content\/uploads\/2023\/06\/Why-ABM.png” title_text=”Why ABM” _builder_version=”4.20.2″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_image][et_pb_text module_class=”fs-38″ _builder_version=”4.22.2″ _module_preset=”default” text_font=”Gilroy – Bold||||||||” text_text_color=”#000000″ custom_margin=”||2%||false|false” locked=”off” global_colors_info=”{}”]Growly helps your B2B organization target prospects with a tailored ABM campaign. Want to learn more? [\/et_pb_text][et_pb_button button_url=”\/contact” button_text=”Contact us” module_class=”btn–primary” _builder_version=”4.23.1″ _module_preset=”default” custom_margin=”2em||||false|false” custom_margin_tablet=”2em||||false|false” custom_margin_phone=”2em||||false|false” custom_margin_last_edited=”on|desktop” global_colors_info=”{}”][\/et_pb_button][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ custom_padding_last_edited=”on|tablet” admin_label=”Section” module_class=”section–visual-rof” _builder_version=”4.20.2″ _module_preset=”default” background_color=”#f8faf4″ custom_margin=”5em||||false|false” custom_padding=”0px||||false|false” custom_padding_tablet=”||||false|false” custom_padding_phone=”||0px||false|false” da_disable_devices=”off|off|off” locked=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row column_structure=”1_2,1_2″ make_equal=”on” custom_padding_last_edited=”on|tablet” _builder_version=”4.20.2″ _module_preset=”default” custom_padding=”0px||||false|false” custom_padding_tablet=”||0px||false|false” custom_padding_phone=”||0px||false|false” global_colors_info=”{}”][et_pb_column type=”1_2″ _builder_version=”4.20.2″ _module_preset=”default” custom_padding=”15em||||false|false” custom_css_main_element=”margin-top: auto;” global_colors_info=”{}”][et_pb_text _builder_version=”4.20.2″ _module_preset=”default” text_font=”Gilroy – Bold||||||||” header_font=”|700|||||||” header_2_font=”||||||||” header_2_text_color=”#92487b” global_colors_info=”{}”]<\/p>\n

ABM vs. \u2018standard\u2019 demand generation<\/h2>\n

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What\u2019s 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.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_2″ _builder_version=”4.20.2″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” custom_padding_last_edited=”on|tablet” _builder_version=”4.20.2″ _module_preset=”default” custom_padding_tablet=”||2em||false|false” custom_padding_phone=”||2em||false|false” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.20.2″ _module_preset=”default” custom_padding=”|4em|||false|false” custom_padding_tablet=”|0em|4em||false|false” custom_padding_phone=”|0em|4em||false|false” custom_padding_last_edited=”on|tablet” border_color_right=”#7f7f7f” global_colors_info=”{}”][et_pb_text module_class=”fs-45″ _builder_version=”4.20.2″ _module_preset=”default” text_font=”Gilroy – Regular||||||||” text_text_color=”#b8b8b8″ custom_margin=”||0.3em||false|false” global_colors_info=”{}”]<\/p>\n

01<\/p>\n

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Account-centric
\nvs. lead-centric<\/h3>\n

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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.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.20.2″ _module_preset=”default” custom_padding=”|4em||4em|false|true” custom_padding_tablet=”|0em|4em|0em|false|true” custom_padding_phone=”|0em|4em|0em|false|true” custom_padding_last_edited=”on|tablet” border_width_right=”1px” border_color_right=”#7f7f7f” border_width_left=”1px” border_color_left=”#7f7f7f” border_width_right_tablet=”0px” border_width_right_phone=”0px” border_width_right_last_edited=”on|tablet” border_width_left_tablet=”0px” border_width_left_phone=”0px” border_width_left_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text module_class=”fs-45″ _builder_version=”4.20.2″ _module_preset=”default” text_font=”Gilroy – Regular||||||||” text_text_color=”#b8b8b8″ custom_margin=”||0.3em||false|false” global_colors_info=”{}”]<\/p>\n

02<\/p>\n

[\/et_pb_text][et_pb_text _builder_version=”4.20.2″ _module_preset=”default” header_3_font=”Gilroy – Regular||||||||” custom_margin=”||2em||false|false” global_colors_info=”{}”]<\/p>\n

Marketing
\nand Sales<\/h3>\n

[\/et_pb_text][et_pb_text module_class=”fs-18″ _builder_version=”4.22.2″ _module_preset=”default” text_font=”Gilroy – Medium||||||||” text_text_color=”#6a6a6a” text_line_height=”1.5em” global_colors_info=”{}”]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. [\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.20.2″ _module_preset=”default” custom_padding=”|||4em|false|false” custom_padding_tablet=”|||0em|false|false” custom_padding_phone=”|||0em|false|false” custom_padding_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text module_class=”fs-45″ _builder_version=”4.20.2″ _module_preset=”default” text_font=”Gilroy – Regular||||||||” text_text_color=”#b8b8b8″ custom_margin=”||0.3em||false|false” global_colors_info=”{}”]<\/p>\n

03<\/p>\n

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Outbound
\nvs. inbound<\/h3>\n

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Demand generation is largely an inbound operation, with content aimed to reel in a wide range of prospects. In Account-Based Marketing, you don\u2019t 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.<\/span><\/p>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ use_custom_gutter=”on” gutter_width=”1″ make_equal=”on” custom_padding_last_edited=”on|tablet” _builder_version=”4.20.2″ _module_preset=”default” custom_padding_tablet=”2em||||false|false” custom_padding_phone=”2em||||false|false” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.20.2″ _module_preset=”default” custom_padding=”|4em|||false|false” custom_padding_tablet=”|0em|4em||false|false” custom_padding_phone=”|0em|4em||false|false” custom_padding_last_edited=”on|tablet” border_color_right=”#7f7f7f” global_colors_info=”{}”][et_pb_text module_class=”fs-45″ _builder_version=”4.20.2″ _module_preset=”default” text_font=”Gilroy – Regular||||||||” text_text_color=”#b8b8b8″ custom_margin=”||0.3em||false|false” global_colors_info=”{}”]<\/p>\n

04<\/p>\n

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Pipeline support<\/h3>\n

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In demand generation, marketing sources a significant part of the pipeline. In ABM, marketing influences the pipeline but directly sources very little of it.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.20.2″ _module_preset=”default” custom_padding=”|4em||4em|false|true” custom_padding_tablet=”|0em||0em|false|true” custom_padding_phone=”|0em||0em|false|true” custom_padding_last_edited=”on|tablet” border_color_right=”#7f7f7f” border_width_left=”1px” border_color_left=”#7f7f7f” border_width_left_tablet=”0px” border_width_left_phone=”0px” border_width_left_last_edited=”on|tablet” global_colors_info=”{}”][et_pb_text module_class=”fs-45″ _builder_version=”4.20.2″ _module_preset=”default” text_font=”Gilroy – Regular||||||||” text_text_color=”#b8b8b8″ custom_margin=”||0.3em||false|false” global_colors_info=”{}”]<\/p>\n

05<\/p>\n

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Measurement<\/h3>\n

[\/et_pb_text][et_pb_text module_class=”fs-18″ _builder_version=”4.20.2″ _module_preset=”default” text_font=”Gilroy – Medium||||||||” text_text_color=”#6a6a6a” text_line_height=”1.5em” global_colors_info=”{}”]<\/p>\n

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\u2019ve made with your target account list throughout the customer lifecycle. In demand generation, typical KPIs are marketing qualified leads and sales qualified leads.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.20.2″ _module_preset=”default” global_colors_info=”{}”][\/et_pb_column][\/et_pb_row][\/et_pb_section][et_pb_section fb_built=”1″ admin_label=”Section” module_id=”types” _builder_version=”4.22.2″ _module_preset=”default” use_background_color_gradient=”on” background_color_gradient_direction=”135deg” background_color_gradient_stops=”#ff5a57 0%|rgba(255, 92, 91, 1) 37%|#ff9deb 100%” background_enable_image=”off” custom_padding=”||||false|false” da_popup_slug=”types” da_disable_devices=”off|off|off” locked=”off” global_colors_info=”{}” da_is_popup=”off” da_exit_intent=”off” da_has_close=”on” da_alt_close=”off” da_dark_close=”off” da_not_modal=”on” da_is_singular=”off” da_with_loader=”off” da_has_shadow=”on”][et_pb_row _builder_version=”4.19.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.19.1″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.20.2″ _module_preset=”default” header_2_font=”Gilroy – Regular||||||||” header_2_text_color=”#FFFFFF” text_orientation=”center” custom_margin=”||0px||false|false” global_colors_info=”{}”]<\/p>\n

Types of ABM<\/h2>\n

[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row column_structure=”1_3,1_3,1_3″ use_custom_gutter=”on” gutter_width=”2″ make_equal=”on” _builder_version=”4.24.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”1_3″ _builder_version=”4.20.2″ _module_preset=”default” background_color=”#FFFFFF” custom_padding=”3.5em|3em|3.5em|3em|true|true” global_colors_info=”{}”][et_pb_text _builder_version=”4.20.2″ _module_preset=”default” header_3_font=”Gilroy – Bold||||||||” header_3_text_align=”center” header_3_text_color=”#92487b” custom_margin=”||1em||false|false” global_colors_info=”{}”]<\/p>\n

1-to-1 ABM<\/h3>\n

[\/et_pb_text][et_pb_text module_class=”fs-24″ _builder_version=”4.22.2″ _module_preset=”default” text_font=”Gilroy – Regular||||||||” text_text_color=”#000000″ text_orientation=”center” global_colors_info=”{}”]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.[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.20.2″ _module_preset=”default” background_color=”#FFFFFF” custom_padding=”3.5em|3em|3.5em|3em|true|true” global_colors_info=”{}”][et_pb_text _builder_version=”4.20.2″ _module_preset=”default” header_3_font=”Gilroy – Bold||||||||” header_3_text_align=”center” header_3_text_color=”#92487b” custom_margin=”||1em||false|false” global_colors_info=”{}”]<\/p>\n

One-to-few
ABM<\/h3>\n

[\/et_pb_text][et_pb_text module_class=”fs-24″ _builder_version=”4.20.2″ _module_preset=”default” text_font=”Gilroy – Regular||||||||” text_text_color=”#000000″ text_orientation=”center” global_colors_info=”{}”]<\/p>\n

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.<\/p>\n

[\/et_pb_text][\/et_pb_column][et_pb_column type=”1_3″ _builder_version=”4.20.2″ _module_preset=”default” background_color=”#FFFFFF” custom_padding=”3.5em|3em|3.5em|3em|true|true” global_colors_info=”{}”][et_pb_text _builder_version=”4.20.2″ _module_preset=”default” header_3_font=”Gilroy – Bold||||||||” header_3_text_align=”center” header_3_text_color=”#92487b” custom_margin=”||1em||false|false” global_colors_info=”{}”]<\/p>\n

One-to-many
ABM<\/h3>\n

[\/et_pb_text][et_pb_text module_class=”fs-24″ _builder_version=”4.22.2″ _module_preset=”default” text_font=”Gilroy – Regular||||||||” text_text_color=”#000000″ text_orientation=”center” global_colors_info=”{}”]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.[\/et_pb_text][\/et_pb_column][\/et_pb_row][et_pb_row _builder_version=”4.20.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_column type=”4_4″ _builder_version=”4.20.2″ _module_preset=”default” global_colors_info=”{}”][et_pb_text _builder_version=”4.22.2″ _module_preset=”default” header_4_font=”Gilroy – Bold||||||||” header_4_text_align=”center” header_4_text_color=”#FFFFFF” global_colors_info=”{}”]<\/p>\n

Ready to get more from your marketing efforts? Let\u2019s start strategizing.<\/h4>\n

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