8 steps to build your account-based marketing strategy + recommended tools

Marketing should support outbound efforts with assets that sales can actually use—one-pagers, case studies, battle cards, and more. ABM is only effective when sales and marketing work from the same playbook. And when done respectfully, not aggressively, it shows the prospect you’re serious about helping, not just selling.

This can help you avoid generic messaging while staying consistent with your brand. Wingrove told me his team focuses on the whole funnel, but especially the top, as it helps keep their company at the top of mind when target accounts begin looking for solutions. Top-of-funnel marketing strategies are broad and brand-focused. Be sure to develop valuable materials to reinforce messaging. Though this stage is typically led by sales, marketing should be ready to support.

It gives you a strong foundation to launch a campaign instead of starting from scratch, ensuring consistency in messaging and allowing teams to focus on strategies and building relationships. At Cognism, for example, we’ve built microsites that kept prospects engaged for over 5.6 minutes on average and generated more than 150 demo interactions from a single account. Buying committees usually include 6–10 stakeholders across functions, each with their own priorities, objections, and influence. 💡Check out these account based marketing examples to inspire your next campaign! At Cognism, we've developed a layered approach to ABM. ABM campaigns speak to the pain points and challenges of the prospects you're trying to target.

Better sales and marketing alignment

Account-based marketing helps bridge the long-standing gap between sales and marketing. That means less translation of broad value propositions and more relevant and realistic customer experiences. However, if you’re in the B2B realm and can cater to enterprise-level companies and close deals that reach hundreds of thousands, then ABM might be a good fit for you. It wouldn’t be realistic for Netflix to identify target accounts (i.e., individuals) and dedicate tons of resources to close those deals for a mere $10 per month. The 2 models share an engagement phase, though this looks very different in an ABM campaign, as it’s entirely personalized to the account you’re zeroing in on.

When marketing and sales share a similar mindset – how to target and land accounts – they can collaborate around a common goal. While the top objective is to land new accounts or expand business with existing ones, account based marketing tactics marketing and sales should define smaller goals that align to the bigger goals. Agreeing from the get-go on the ultimate goal of the ABM program helps marketing and sales get in sync and figure out the most fitting target accounts and the best strategy for reaching and engaging them. Getting sales and marketing working as a cohesive account team is the ultimate secret to success.

The tactics we’ve discussed in this article are a great starting point for crafting your own ABM strategy. As a result, Invoca significantly exceeded the lead generation and pipeline goals they had set. To achieve this, Snowflake has six dedicated marketing specialists working closely with their sales team. Now that we’ve covered the tactics, let’s look at some real-world examples of how companies have successfully implemented account-based marketing tactics. If you’re interested in exploring some B2B lead generation agencies that can help with this

account-based marketing tactics for building strong relationships with prospective accounts

• We acknowledge that our internal processes and external communications haven't always kept pace with our core values, and we have made mistakes,” he posted on X.
• HubSpot is a full suite of solutions built to power growth marketing initiatives like no other.
• Account-based marketing (ABM) is a focused marketing approach.
• By combining efforts and resources, marketing and sales can more efficiently engage and convert accounts.
• ABM today represents a targeted approach where marketing and sales teams work together to engage specific high-value accounts.

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Perhaps most important is the integration of these data sources into unified account profiles that are accessible across marketing, sales, and customer success teams. Advanced organizations are applying machine learning algorithms to continuously refine these models based on conversion outcomes. What has changed is the sophistication of the tools and processes supporting each pillar. One-to-few ABM clusters similar accounts (usually 5-15) to create semi-customized campaigns that address shared pain points. One-to-one ABM targets individual accounts with fully customized campaigns, typically reserved for the highest-value prospects. The approach has evolved substantially since its early days, with 67% of B2B organizations now implementing some form of ABM strategy.

For first-time visitors, deliver educational resources that help them get started. To turn those prospects into loyal customers, you need to continuously nurture them with the right content, delivered at the right time. A conversation that starts in chat should inform the next email, the next retargeting ad, and the sales rep’s outreach.

Since your inbound success depends on your content being found online, you need to develop your content with search engine optimization (SEO) in mind. You may even gain a new target account through your inbound marketing efforts – one that perfectly fits your definition of an ideal customer but was overlooked as you pulled together your target list. Some marketers wonder whether they should dedicate their resources to ABM or inbound marketing. Marketing and sales are jointly accountable for driving pipeline and revenue when it comes to ABM.