Account-Based Marketing made simple: 6 steps to higher ROI in B2B marketing

Account-Based Marketing (ABM) has firmly taken its place in the toolbox of modern B2B companies. It's not without reason: a whopping 97% of marketers report a better return on investment (ROI) with ABM compared to other marketing strategies. And 82% of B2B companies have already rolled out an ABM program. In short: If you're in B2B marketing and haven't considered ABM, it's high time.

What is Account-Based Marketing?

ABM is all about focusing your marketing on a selection of defined and high-value businesses (accounts) that you actively work to win as customers. Instead of spreading the message widely and hoping that it hits someone relevant, you work hyper-targeted with content, messages and campaigns aimed at specific companies and decision-makers.

Why does ABM work so well?

• You speak directly to the challenges and needs of the customers you really want

• Marketing and sales work closely together on common goals and leads

• You save time and resources by only focusing on those who are actually relevant customers

ABM simply delivers more precise, relevant and effective marketing that makes major customers listen.

How to get started with ABM

1. Identify your target accounts

Start by defining the businesses you most want as customers. These are typically companies that fit ideally with your solution, have the right size, industry and potential for value creation.

Feel free to use:

• Your own customer data (who has provided the most value in the past?)

• CRM and sales insights

• Industry analysis and company graphics

• Goals for expanding into new markets or segments

Create a prioritized list of 10-50 accounts you want to build campaigns around.

2. Map decision makers and buying process

Each account consists of several people involved in the buying process - from decision makers to influencers. Use LinkedIn, CRM and sales input to map:

• Who makes decisions

• What their roles and needs are

• What triggers or prevents them from making a decision

3. Tailor content and messages

Once you know who you're talking to, you can create content that meets their exact needs. It could be:

• Personalized emails with insights and case studies

• Content that addresses specific challenges in their industry

• Customized landing pages or whitepapers

• Videos and demos aimed at their context

The more relevant and personalized, the greater the chance of getting attention and response.

4. Choose the right channels

ABM isn't just about what you say, but where you say it. Combine multiple channels to meet decision makers where they are:

• LinkedIn Ads with account-specific messages

• Email sequences and nurture flows

• Retargeting of decision makers who have visited your website

• Webinars and personal invitations

5. Work closely with the sales team

ABM works best when marketing and sales are 100% in sync. The sales team needs to know what campaigns are running and marketers need to get feedback on what's working. Have regular status meetings and share insights both ways.

6. Measure and optimize

Since you're working with a defined group of accounts, you can measure quite precisely:

• How many contacts you have engaged

• Who has been to the website

• How many meetings or offers it has led to

• Which accounts have moved into the sales funnel

Use this data to adjust your message and efforts along the way.

Ready for ABM?

Account-Based Marketing isn't just a form of campaign - it's an entire strategy to drive growth with the right customers. It's about thinking quality over quantity, and working smarter with insight and collaboration.