Q: What is account-based marketing (ABM)?
Account-based marketing (ABM) is a strategic approach that focuses on high-value accounts in a market or business. An ABM approach means identifying target industries or accounts, focusing on lead quality over quantity, and being highly specific in who we’re targeting in our campaigns — whether by display advertising, email, social advertising, website personalization, direct mail, or PPC.
While many mid-market B2B companies may not have the volume or budget required for enterprise-level ABM platforms, creating a solid ICP (ideal customer profile) and utilizing tools like LinkedIn, ZoomInfo, email marketing tools, CRM marketing automation and lead intelligence tools, and the targeting available within Google Ads, we can create a customized ABM program for your audience and needs.
Whether utilizing an ABM platforms or an ABM-style digital marketing campaign, we can target accounts by name or by geography, industry, size, etc., and trigger followup activities from sales at the right time based on engagement.
