Data from Warc shows that this strategy can increase revenue by up to 208% , while Demand Metric reveals that 60% of companies saw an increase of at least 10% in revenue in the first year.
With personalized actions, real involvement with decision-makers and alignment between marketing and sales, ABM becomes a direct path to lasting relationships and more robust negotiations.
Want to understand how to put this into practice and engage the accounts that really matter? Follow the post and build your strategy with more precision and focus on results.
Define which accounts are strategic for your business
Not every company with a similar profile is a real opportunity. When we talk about Account Based Marketing, the first step is to carefully choose who is worth the effort. The focus here is on quality, not quantity.
Defining which accounts are strategic whatsapp number database requires more than just looking at the size of the company or the industry it operates in. You need to consider factors such as revenue potential, compatibility with your product or service, expected sales cycle and even history of interactions with your brand .
A good practice is to create a prioritization matrix with objective criteria. It is worth comparing CRM data , browsing behavior, digital presence and other signals of intent. Accounts that have already shown interest but have not advanced in the journey, for example, may be excellent candidates for a more personalized approach.
Align marketing and sales from the beginning of the strategy
Talking to the same customer but with delivery before christmas disconnected messages is like trying to close a deal with noise on the line. In ABM, marketing and sales need to work together from the beginning and continuously.
Alignment begins with defining key accounts, but it goes much further than that. It is essential to build a joint vision of the ideal profile , the customer’s pain points, the most relevant arguments and the triggers that really work at each stage of the funnel.
Thoroughly research each account before approaching it
Before making any contact, you need to south africa numbers understand who you are talking to, and this goes beyond knowing the name of the company and the position of the decision-maker. In ABM, each account is treated as a unique universe, and knowing this universe is what differentiates a generic approach from a real opportunity.
The research should start with public data: company website, recent news, social networks, LinkedIn profile of key contacts . Seek to understand current challenges, growth goals, market movements and even the tone of communication that the brand adopts.
Create highly personalized content by company or industry
Running the same campaign for everyone doesn’t work anymore. And in ABM, this is even more evident. Each account needs to feel unique, and content is the main way to achieve this.
Customizing content for each company or industry doesn’t mean reinventing the wheel for each delivery. You can start from a common base and adapt the examples, data, and language to the context of the recipient. For example, if you sell an automation platform, you might approach productivity in the financial sector differently than you would with an education company.
The secret is relevance. Study the challenges of that segment, the indicators that matter most to it and how your solution can directly impact results. The more specific the content, the greater the chances of engagement .
Use multiple channels to impact different decision makers
Not everyone reads email. Not every decision-maker is on LinkedIn. And in ABM, talking to just one contact within the company can severely limit your results. That’s why using multiple channels is so important, because each touchpoint is a chance to reinforce your message.
The ideal is to build an integrated multichannel approach that takes into account the habits and preferences of the account in question. This could include:
- personalized emails with relevant materials;
- LinkedIn direct messages with industry data;
- ads targeted by position and company;
- content on social networks focused on the segment;
- unique landing pages for each key account.
Develop unique journeys for each key account
Every company follows its own rhythm. And in ABM, respecting this time is essential to build trust and generate consistent conversions. Therefore, instead of pushing a standard sequence of emails or content, it is worth designing personalized journeys for each key account.
This journey begins before the first contact. From the choice of channels, through the initial approach, to the content delivered at each stage: everything must be thought out based on the data you have collected about that account. It is not about automating everything, but about designing a strategic path that leads the customer naturally to the decision .
