In B2B marketing, the traditional approach of casting a wide net is increasingly being challenged by a more targeted and personalized strategy: account-based marketing (ABM).
This method focuses on identifying and engaging with specific high-value accounts, treating each as its own distinct market.
But is ABM the right approach for your business?
This article explores the potential benefits and challenges of implementing an ABM strategy, along with key factors to consider when evaluating its suitability for your organization.
Understanding account-based marketingAt its core, ABM is a strategic approach that focuses on targeting high-value accounts with personalized and relevant marketing efforts.
Unlike traditional marketing methods that typically cast a wide net, ABM is laser-focused, treating individual accounts as unique markets in themselves.
The upside: Benefits of ABMWhile the benefits of ABM are significant, it’s essential to also consider the challenges that come with implementing this type of strategy:
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Business email address Subscribe Processing... A contrarian approach to ABMThe LinkedIn B2B Institute’s “2030 B2B Trends” tackles contrarian ideas for the next decade. Below are key takeaways to think about from the 43-page report:
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So, is ABM right for you?The key to identifying whether you are ready for ABM comes down to this.
Unless you can seamlessly pass account information from the top of the funnel to the bottom and then automate the transfer of this information to the sales/business development team, you can’t execute ABM correctly, period.
Ultimately, you must have the capability to exclude or update accounts from all targeting based on their status with the sales team in order to provide the desired experience to the client.
The following notes are also important when considering ABM:
The best place to start is LinkedIn. It is the go-to platform for B2B marketers.
LinkedIn easily integrates with your marketing automation, CDP or CRM platform, allowing seamless back-and-forth sharing of audiences. These audiences can include email addresses (both business and personal) and account names.
While you can manually upload audiences using a CSV file, doing so may hinder the effectiveness of your ABM efforts.
You can technically add email addresses to all major ad platforms (such as Google Ads, Microsoft Ads, X, Reddit, etc.), but none offer the match rates you can find on LinkedIn, where they typically exceed 70%.
If your company leverages tools like 6Sense, Terminus or DemandBase, you can also target specific decision-makers or influencers across diverse placements and platforms they use daily.
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Deciding on ABMWhile ABM offers a potent strategy for B2B marketers, its success ultimately depends on carefully considering resource availability, target account characteristics and a commitment to personalization. These are simply necessary for success.
Furthermore, the LinkedIn B2B Institute’s report sheds additional light on key considerations, including the challenges of third-party data and the need for a balanced approach, considering the dynamic nature of buying committees.
With this information, you are set up to make an informed decision. Leveraging the benefits and challenges discussed, use strategic evaluation to determine whether ABM aligns with your digital marketing objectives – then reconsider the question, “Is ABM right for you?”
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