Implementing an ABM strategy does not have to be difficult.Let’s take a look at 5 simple,yet effective ABM strategies your company can implement today!
It’s no surprise that account-based marketing has become one of the go-to strategies for B2B teams in recent years.
Buyers are doing more research, talking to more stakeholders, and expecting brands to speak directly to their needs. That’s where account-based marketing strategies shine.
Instead of casting a wide net and hoping something sticks, ABM takes the opposite approach. It starts by identifying your most valuable accounts, then builds personalized campaigns just for them. The result? Less wasted time, more meaningful conversations and a better shot at closing the right deals.
But what are account-based marketing strategies, exactly, and why are so many teams moving in this direction? The answer lies in how B2B buying has changed. Traditional lead gen often feels impersonal and scattered. In contrast, an account based marketing strategy focuses on quality over quantity, giving sales and marketing teams a shared game plan to move deals forward with intent.
If you’re looking to refresh your current approach or want to understand what is B2B account based marketing strategy is, this guide breaks it all down, with proven tactics to help you put ABM into action.
What is Account-Based Marketing?
The concept behind ABM is to gear marketing campaigns around individual accounts, instead of targeting the entire industry. So basically, each account has its own separate marketing campaign and is treated as if it is its own market. However, this is a highly personalized marketing strategy that is a great addition to your larger strategy. It is pertinent to note that ABM should not take the place of your overall digital marketing efforts, but rather support it.
The Benefits of Account-Based Marketing
Account-based marketing isn’t just a buzzword, it’s quickly becoming one of the most effective approaches in modern B2B marketing. The biggest benefits of account based marketing is its ability to focus your resources on high-value accounts that actually matter. This approach works especially well for companies with complex buying committees and multiple stakeholders, where traditional marketing often falls flat.
Here are some of the top benefits of a strong account based marketing strategy:
- It’s the ultimate form of personalized marketing
- Helps better predict and measure ROI
- Reduces wasted marketing efforts on unqualified leads
- Shortens the sales cycle by focusing on decision-ready accounts
- Deepens relationships with existing customers
- Aligns your sales and marketing teams around shared goals
Whether you’re just getting started or refining your existing B2B account based marketing strategies, the value of ABM is clear: it brings focus, relevance and results to your outreach efforts.
Implementing an ABM strategy does not have to be difficult. Let’s take a look at 5 simple, yet effective ABM strategies your company can implement today!
5 Effective Strategies For Account-Based Marketing
Implementing an ABM strategy does not have to be difficult. Let’s take a look at 5 simple, yet effective ABM strategies your company can implement today!
1. Engage Leads with Open Opportunities
The idea behind this strategy is to make sure you are at the forefront of a client’s mind at all times. Leads with open opportunities mean that the lead has already been contacted by sales. They are already engaged and in the active buying cycle. However, now is the time to make sure that you are in the front of their mind at all times.
The best place to find these initial leads is from accounts that have an open pipeline. The key is to deliver content to open leads that is custom-tailored to the stage of opportunity. This can be accomplished in a few different ways, including:
- Paid ads
- Banner
- Follow me banner ads
- Sending targeted emails
So, paid ads and banners are two tactics that can be based on the use of cookies and IP addresses which track client behavior.
2. Implement Personalized Renewal Campaigns
Renewal campaigns are essential for retaining current memberships for another month, year, or three years based on your contract or subscription services. As per the sayings, there is a misconception that renewal campaigns are only relevant when the renewal deadline is approaching. Effective marketing strategies should include renewal campaigns that consist of delivering relevant content to clients throughout the year. Reasons include:
- Clients understand the value your products and services bring to their company
- Your company is not forgotten throughout the year
- You prepare clients for upcoming renewals
ABM renewal campaigns mean that you present content that is tailored for each individual account. Therefore, it is necessary to understand why each account needs your services and then address those pain points with solutions that motivate them to stick with you. It may be a good idea to include best practices from the peer group as well.
3. Incorporate Custom Upsell Campaigns
Do not underestimate the power of an upsell campaign. This is especially true if it can increase productivity, reduce operating costs and increase a company’s overall bottom line. Use ABM to understand which products or services each account has already purchased or is looking to purchase and offer complementary products that will enhance their performance even more. You can even offer “cashback” or a discount for bundling multiple products. Most importantly, you have to determine what is driving the sale and tailor your campaign towards that for each client.
4. Launch Multi-Channel ABM Campaigns
One of the most effective ways to execute an account based marketing strategy is to diversify the channels you use to reach target accounts. Instead of relying on just email or ads, use a coordinated mix of LinkedIn messages, display ads, personalized landing pages, direct mail and even sales outreach to reinforce your message.
This strategy supports a core principle of ABM: creating multiple personalized touchpoints across the buyer’s journey. It allows your brand to stay visible and relevant as stakeholders move between platforms and devices. When done well, multi-channel campaigns help B2B companies improve engagement rates and accelerate deal velocity, key benefits of account based marketing.
5. Use Intent Data to Prioritize High-Value Accounts
Not all target accounts are ready to buy but some are dropping digital signals that show buying intent. That’s where intent data comes in. By using ABM platforms or intent tools, your marketing team can spot which accounts are actively researching relevant topics or competitors. These insights help prioritize outreach and tailor messaging at the right moment.
This is one of the more advanced yet powerful account based marketing strategies because it lets you focus resources on accounts that are most likely to convert. It also shortens sales cycles and supports better alignment between sales and marketing. As B2B account based marketing strategies evolve, intent data is becoming an essential part of the modern ABM toolkit.
Why ABM Works for B2B Companies
Account-based marketing works well for B2B companies because it focuses on the accounts that matter most. B2B deals often take longer to close and involve more people in the decision. That means broad marketing tactics usually miss the mark.
With a good account based marketing strategy, instead of chasing every lead, you’re building stronger connections with key accounts. It helps teams work together to send the right message to the right people.
This focused approach saves time, reduces waste and leads to better results. It’s one of the reasons more businesses are turning to ABM strategies to support growth and build trust with important accounts.
Final Thoughts: Powering Your ABM with Smart Segmentation
At the heart of every account based marketing effective strategy is smart segmentation. Grouping your accounts by shared traits industry, revenue, product interest, or buying stage helps you craft messages that resonate. Whether you’re running personalized upsell campaigns or launching ABM for net-new logos, segmentation drives precision and relevance.
Tools like LeadAngel help marketing and sales teams bring this segmentation to life. With advanced lead routing and account matching capabilities, you can act quickly, stay aligned and give every account the attention it deserves. When your ABM strategies are backed by accurate data and automation, they don’t just scale they convert.
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FAQs
An account-based marketing approach is a focused B2B strategy that targets high-value accounts with personalized marketing and sales efforts. Instead of casting a wide net, ABM identifies specific companies that are a strong fit and tailors messaging to address their unique needs. This approach aligns sales and marketing teams, helping them build deeper relationships and move key accounts through the pipeline more effectively.
ABM typically comes in three forms: Strategic ABM (One-to-One): Deeply personalized campaigns for a small number of high-priority accounts.ABM Lite (One-to-Few): Customized marketing for clusters of similar accounts.Programmatic ABM (One-to-Many): Scaled campaigns using automation and intent data to reach larger groups with targeted messaging. Each type supports different levels of personalization and can be used together based on the stage of the account and available resources.
Popular ABM tactics include: Personalized email campaigns based on account interests and behaviorTargeted ads using firmographic or intent dataCustom landing pages for specific accountsDirect mail or gifting to decision-makersExecutive roundtables or VIP webinars These tactics work best when built into a larger account based marketing strategy that’s aligned with sales goals.
Account-based marketing focuses on attracting and engaging potential high-value accounts that haven't yet become customers. Customer marketing, on the other hand, nurtures relationships with existing customers to drive renewals, upsells and loyalty. While both aim to create strong connections, ABM is more about acquisition, whereas customer marketing supports retention and expansion.
Let’s say your B2B company wants to land a Fortune 500 client. With ABM, you’d first identify key decision-makers at that company, research their challenges and build a tailored campaign just for them. This might include a personalized landing page, targeted ads and direct outreach with relevant content. The goal is to speak directly to that account’s needs rather than use a one-size-fits-all approach, that’s what makes account based marketing strategies so effective.
