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Is Account-based Marketing Right for Your Company?

Limited resources shouldn’t hold you back from using ABM strategies

Account-based marketing (ABM) isn’t just for big businesses with unlimited resources—it’s an adaptable approach that’s suitable for any company. ABM is a versatile asset that helps you break out of one-size-fits-all marketing to form meaningful connections with your ideal audience through personalized content that speaks directly to decision-makers. The key to success with ABM is remembering this: it’s not about fitting into a mold. It’s about molding your marketing approaches to your prospects.

Take a closer look at how your company can leverage account-based marketing and grow your business.

  1. Know and understand your target audience
  2. Attract and engage without wasting effort
  3. PatientBond successfully leveraged ABM – so can you

Know and understand your target audience

How can you create targeted content if you don’t know who you are targeting? ABM requires you and your team to do more than know your audience’s titles and general functions. You need to demonstrate that you understand your audience’s positions as decision-makers and the pain points they are up against.

When it comes to identifying your audience, specificity is the name of the game. Your approach might involve:

  • Creating a curated list of companies
  • Identifying key titles
  • Tailoring your marketing efforts to those specific roles and organizations

You can also perform additional persona research, allowing you to pinpoint the exact individuals within each company you wish to engage with, thoroughly understand their roles, and uncover their specific interests. This layered approach ensures that your efforts are targeted and hyper-personalized, fostering meaningful connections that resonate at a granular level.

Putting together an ideal customer profile (ICP) takes time. If you are a smaller company, you may be unable to reallocate resources to the necessary research to give you vital insights into your ideal customer. Using AI tools like Demandbase, Engagio, and 6sense can help you quickly analyze a large amount of data and narrow down your ICP – saving you time and resources while gathering the information needed to be successful in ABM.

Attract and engage without wasting effort

Now that you know who you are talking to, it’s time to reach them effectively. Using an ABM strategy means no wasted effort – every piece of content serves a purpose, drawing in highly qualified leads through targeted emails or engaging social media. ABM’s personalized approach adds value to your audience and builds your reputation as an industry expert, fostering confidence in you and your offerings.

By precisely targeting and engaging your ideal audience with an ABM strategy, you’re not only increasing high-quality MQLs but also orchestrating a personalized journey that resonates from awareness to consideration and decision-making. The upfront effort in defining and reaching your audience makes it easier to engage and convert, ensuring that each interaction counts and enhances overall satisfaction on the customer’s journey.

PatientBond Successfully Leveraged ABM – So Can You

A solid example of successful ABM implementation is PatientBond. Despite having a small marketing team, PatientBond wanted to expand their brand awareness and lead generation within specific markets. With a thorough understanding of their target audience pain points and motivations, we created and coordinated LinkedIn and email campaigns that addressed these motivators.

Our content generation included distilling complex ideas, such as psychographics and behavioral science applications, in ways that made the concepts approachable, yet applicable, to different C-suite personae. Because we understood the target audience and created content that spoke directly to them, PatientBond saw a 91% increase in organic lead growth and 145% increase in organic traffic growth.

Patientbond case study

Limited resources shouldn’t keep you from getting the most out of your marketing efforts. Account-based marketing gives you the upperhand in attracting, engaging, and converting your ideal audience without wasted time or effort

Laura Hill

CMO | Co-Founder
With over twenty years experience in sales and marketing, Laura Hill is an accomplished marketing and business development strategist.

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