Account-based marketing (ABM) is a focused approach where marketing and sales teams work together to target best-fit accounts and turn them into customers.

ABM means isolating the single best prospective company that you wish to sell your product or service to then creating a plan to identify who in the company you need to influence. What information do they need, and how can you best create it? How do you get this information to them? Do you succeed or fail, and what to do next?

The implementation of an ABM strategy can help improve marketing ROI, drive attributed revenue, generate more conversions and qualified leads, and align sales with marketing. This can be achieved in six stages.

IDENTIFY the high-value accounts most likely to buy, based on product usage, business fit, culture, budget, interests, investments, and a network of business relationships.

ATTRACT target accounts to your website so that when the right stakeholders are online, they receive personalized messages and focused advertising that speaks to their specific pain points and solution needs.

ENGAGE the account with relevant, personalized content and calls-to-action with relevant messaging and imagery specifically for your target segments.

CONVERT target accounts to sales opportunities by developing and executing an ABM strategy directly in your marketing automation platform to run account-based marketing campaigns, all while driving better quality leads with shortened forms.

CLOSE deals by identifying the right individuals to contact within your target accounts and gather insights for sales to personalize outreach and maximize the quality of your conversations.

MEASURE success by using a mix of leading indicators (e.g., downloads and MQAs) and lagging indicators (e.g., win/loss rates, funnel velocity, and annual contract value) to determine the effectiveness of your campaigns and overall ABM strategy.