How to Succeed in Account-Based Advertising

08Jul, 2020

Right now, Account-based Marketing (ABM) is the hottest B2B ticket in town — with 87% of marketers stating that it delivers better ROI than other marketing activities.

While for many people it may be a relatively new strategy, it has in fact been around for many years in different guises. In fact, you might’ve already heard the term as Key Account Management, Key Account Marketing, or Client-centric Marketing.

The objective of ABM is, quite simply, to treat one account as a market of one, i.e. to focus all your energy (and resources) on engaging, winning, and maintaining one named account.

Expanding on this, ABM has four underlying principles:

  1. Client centricity and insight
  2. Partnership between sales and marketing
  3. Focus on reputation, relationships and, ultimately, revenue
  4. Tailored programs and campaigns

Simple right? Well, the reality is that to justify this level of effort and…

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