|
Getting your Trinity Audio player ready... |
Imagine a marketing approach where, instead of talking to a crowd, you handpick those who actually want to hear what you have to say. That's the essence of Account-Based Marketing (ABM): a B2B strategy focused on specific accounts, highly customizable and, above all, oriented towards real results.
If you need to generate more qualified leads and still manage a lean team, ABM could definitely be the strategic solution you've been looking for.
What is Account-Based Marketing (ABM)?
Account-Based Marketing is an approach that treats each account (company) as a market in itself. Thus, instead of creating generic campaigns to reach a broad audience, the focus is on identifying key accounts, personalizing messages for these companies, and aligning marketing and sales to close more relevant deals.
“Account-Based Marketing is like a private conversation with the people who really matter.”
This technique has grown a lot in B2B marketing, especially because it allows:
- Reduce the sales cycle;
- Increase the average ticket per account;
- Improve ROI;
- Enhance synergy between marketing and sales;
- Prioritize quality over quantity of leads;
- Strengthen relationships with high-level stakeholders.
Why is ABM ideal for B2B companies?
B2B companies, especially mid-sized ones, have a longer sales cycle, more decision-makers involved, and need to justify each investment. Therefore, ABM fits perfectly into this context because:
- Focus on high-value accounts that represent a large part of the potential revenue;
- Personalizes the buyer experience based on the account's real challenges and needs;
- Reduces waste with leads that don't fit and prioritizes the effectiveness of each action.
Furthermore, ABM allows you to segment and work in depth on specific challenges in sectors such as healthcare, technology, education, and industry—all of which involve more complex decisions and multiple stakeholders.
ABM vs. Inbound Marketing: Adversaries or Allies?
Many people view ABM as the opposite of inbound marketing. Quite the opposite. Above all, they work even better when combined.
Inbound marketing helps attract, educate, and engage a wider audience, building authority and generating demand. However, ABM comes later, directing efforts to truly valuable accounts, with highly personalized actions and a direct focus on conversion.
“Inbound attracts. ABM conquers.”
This combination is what we call an hourglass funnel, where the top is open with inbound, but the bottom of the funnel is narrowed and targeted with the precision of ABM.
When does it make sense to adopt ABM?
ABM is indicated when:
- You have a complex sales cycle with multiple decision makers;
- Deals with decision-makers at different levels and sectors of the company;
- Works with high-ticket and consultative sales that involve multiple contacts;
- Need to prove results to management with clear and predictable KPIs;
- You have a small marketing team and need to optimize your efforts.
Additionally, ABM is great when your company already has a list of dream accounts (dream accounts) or when your total addressable market is restricted.
The step-by-step guide to applying ABM to your company
Choosing and segmenting target accounts
The first step is to identify the ideal companies for your solution. This way, you don't have to start shooting in all directions.
- Analyze your current base and identify customers with better Lifetime Value (LTV), lower churn and greater expansion potential;
- Use criteria such as industry, size, location, digital maturity, technology stack, and purchasing cycle;
- Map decision-makers within these companies: who influences, who approves, and who executes.
You can adopt approaches:
- One-to-one: fully customized campaigns for a specific account;
- One-to-few: campaigns for a group of accounts with a similar profile;
- One-to-many: broader campaigns, but still segmented and contextualized by segment or ICP.
“ABM starts with a smart selection of accounts that really have the potential to close.”
Alignment between marketing and sales
ABM without alignment is like a team playing on opposing sides. In this sense, marketing and sales need to work together, from account selection to closing.
- Create joint SLAs (service level agreements);
- Set shared goals, such as scheduled meetings or number of interactions with decision makers;
- Integrate marketing and CRM tools to view progress by account;
- Promote constant feedback between teams.
A successful ABM is born from collaboration and transparency between marketing and sales.
Campaign personalization
Personalization is the heart of ABM. So, no generic emails or cold calls.
- Create messages adapted to the segment and the decision-maker's moment;
- Use industry language, specific challenges and real opportunities;
- Include industry data and benchmarks where possible;
- Repurpose landing pages, emails, LinkedIn messages, webinars, and sales presentations.
So, the goal is for each decision-maker to feel that you truly understand their context — and offer a tailored solution.
Creation and distribution of strategic content
Now it's time to nurture these accounts with valuable information — with content designed for each stage of the journey.
- Customized whitepapers on industry challenges;
- Case studies that mirror the target account's (or even competitor's) industry;
- Private webinars or segmented clusters with hyper-relevant topics;
- Email sequences with strategic insights and provocations;
- Personalized videos with the decision maker's name and company reference.
"ABM isn't about volume, it's about relevance. Well-targeted content is more powerful than 100 generic emails."
Monitoring, analysis and optimization
ABM is a living strategy, so you need to monitor account progress and adjust your course.
- Monitor content interactions, email opens, page views, and LinkedIn engagement;
- Use account scoring instead of lead scoring;
- Track metrics such as progress by stage, number of meetings scheduled, and marketing influence on the sales cycle;
- Make tactical adjustments based on intent signals, behaviors, and partial conversions.
Tools that help scale ABM
Even with a limited budget, some tools help organize and accelerate ABM:
- LinkedIn Sales Navigator – for mapping and insights into decision makers;
- Mautic or RD Station – for automating personalized campaigns;
- HubSpot, Pipedrive, or RD CRM – for account management, not just lead management;
- Clearbit, Apollo, or Kaspr – for data enrichment and real-time insights;
- Clarity, Hotjar, and GA4 – for website behavior and intent.
Results you can expect with ABM
- More focus and less waste;
- Leads that really fit with your service;
- Alignment between marketing and sales as a single team;
- Shorter and more predictable sales cycle;
- Higher, measurable and justifiable ROI for the board;
- Deeper relationships with key accounts.
How to Apply ABM with Limited Budgets
Yes, it's possible to do ABM even with a limited budget. So, here's a lean model to get you started:
- Choose 10 target accounts (One to few);
- Create a custom eBook for these accounts;
- Use LinkedIn and email for direct outreach and nurturing;
- Automate follow-ups with relevant content;
- Measure everything with CRM and free tools (like GA4, Clarity and Looker Studio).
Vero Contents' experience with ABM strategies
At Vero Contents, we use ABM to attract strategic accounts in the technology, healthcare, and education sectors. As a result, we've already seen an increase in 40% in qualified leads, with a leaner and more predictable funnel.
In this sense, we adapt content, offer exclusive access to materials and use automation with the Mautic Integrated with CRM to personalize approaches. As a result, we're able to create stronger, more predictable, and more profitable relationships for our customers and partners.
Conclusion
ABM is much more than a trend: it's a natural evolution of B2B marketing for companies that want predictability, focus, and ROI. Therefore, by applying the steps we've outlined here, you'll stop chasing cold leads and start connecting with decision-makers who truly make a difference for your business.
Above all, when implemented well, ABM becomes a competitive differentiator capable of generating tangible, sustainable results aligned with the company's growth objectives.
If you want to apply ABM with intelligence, agility, and a focus on results, Vero Contents can help. We create customized strategies to attract and convert strategic B2B accounts with valuable content, tailored automation, and true alignment with the sales team.
Speak to a Vero Contents expert and discover how we can accelerate your results with inbound marketing and Account-Based Marketing.
FAQ – Key Questions about ABM
1. What is Account-Based Marketing?
It is a B2B strategy that treats each account (company) as an individual market, with personalized campaigns and a total focus on ROI.
2. Does ABM replace inbound marketing?
No. They are complementary. Inbound attracts, ABM targets and converts.
3. How to start applying ABM?
Choose target accounts, align marketing and sales, customize campaigns, and measure results.
4. Does ABM work on a small budget?
Yes! Start small, with a few accounts, and use free tools.
5. What results can I expect with ABM?
More focus, less waste, better alignment with sales, and a higher ROI.
Image: Freepik
Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder, owner and CEO of Vero Contentes and the offline agency VeroCom.
