Step by step guide to starting your ABM strategy

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Have you heard of ABM? It stands for Account Based Marketing. It is a great business-to-business (B2B) marketing strategy, as you can create truly personalized campaigns to achieve your brand's results.

Want to learn more about the subject? Stay with us!

What is ABM strategy?
An ABM strategy is when you use marketing campaigns focused on specific accounts. This way, you identify the best business opportunities and create actions to achieve your company's results more easily.

What is the purpose of ABM?
The main objective of ABM is to identify key leads , personalize a message to serve these accounts, and achieve your company's results. This way, you focus your efforts in a targeted and specific way.

Account-based marketing
Personalization is one of the main strengths whatsapp data strategies of Account-Based Marketing. After all, all communication is geared towards meeting the main needs of your customer. Therefore, success rates are very high.

Inbound Marketing
Many people ask what the difference is between ABM and Inbound Marketing. In general, Inbound Marketing focuses on reaching as many people and companies as possible. This doesn’t happen with ABM, as the campaigns are much more targeted.

MQL
ABM allows you to work only with Marketing Qualified Leads (MQL), that is, marketing qualified leads. This makes it easier to capture real sales opportunities.

What are the types of ABM?
There are three types of ABM: programmatic, lite, and strategic. Learn the differences between them right now!

Programmatic ABM or one-to-many
In programmatic ABM, you use a one-to-many approach. In other words, you work with a larger number of accounts (usually over 1,000). However, you can group them according to the characteristics that the leads have in common.

ABM lite or one-to-few
In ABM lite, or one-to-few, you work with a smaller number of accounts (usually between 5 and 15). In the same way, you can also group accounts that have some similar characteristics to better target communication.

Strategic or one-to-one ABM
One-to-one ABM is much more personalized. Because of this, it usually takes much longer to develop this type of strategy, which must be planned carefully. Therefore, the ideal is to work with very few accounts.

What are the benefits of ABM?
There are several benefits to investing in an ABM strategy for your company. Here are the main ones:

reduce the customer sales cycle;
get the best results;
avoid waste in strategies;
minimize resource loss;
optimize sales;
conquer real business opportunities;
create highly effective campaigns;
improve the productivity of the sales team;
increase profitability;
ensure return on investment (ROI);
align the sales and marketing team;
increase your company's average ticket.
Want to learn more? Check out a step-by-step AMB strategy
Now that you’ve learned what Account-Based Marketing is, what its types are, and the main benefits of investing in it, let’s learn some tips for putting it into practice in your company. Stay tuned!

1. Identify focus accounts
The first step in developing an ABM strategy is to identify the customers (companies, accounts) you want to reach. Therefore, it is essential to define the ideal audience (or Ideal Customer Profile — ICP) for your brand.

We know that this first stage is one of the most challenging for companies. Therefore, having the help of technology and a company specialized in the subject is essential.