Driving B2B Results Through Smarter ABM Campaigns

B2B companies striving for higher marketing ROI are increasingly turning to account based marketing (ABM) for its precision and alignment with sales objectives. ABM flips the traditional marketing model by focusing on quality over quantity—targeting key accounts with hyper-personalized campaigns. When executed with strategy, creativity, and data, ABM transforms how businesses acquire and grow customers. Below are 9 tips for account based marketing that will help deliver full-funnel results.

1. Identify the Right Stakeholders in Target Accounts

Effective account based marketing starts with identifying the right stakeholders in each target organization. Most B2B deals involve multiple decision-makers, so focusing only on one contact leaves the opportunity underdeveloped.

Map out the buying committee:

• Influencers (e.g., department heads)
• Decision-makers (e.g., executives)
• End-users (e.g., operations or IT)

Use tools like LinkedIn Sales Navigator or CRM data to create relationship maps. Personalizing your message to each persona builds consensus and accelerates buying decisions.

2. Prioritize Target Accounts Using Data Intelligence

Don’t guess which accounts to pursue—use data to prioritize those with the highest potential. Enrich your CRM with firmographic, technographic, and behavioral insights to score and tier accounts for outreach.

Start with:

• Historical sales data
• Predictive analytics platforms
• Intent data providers like Bombora or G2

With a data-driven foundation, your account based marketing becomes laser-focused, ensuring optimal use of time and budget while maximizing revenue outcomes.

3. Create Account-Centric Campaign Objectives

Each account you pursue should have its own set of tailored objectives. Whether the goal is to increase engagement, accelerate the deal cycle, or upsell existing clients, define it clearly.

These micro-goals should guide your campaign structure. For example:

• “Schedule a discovery call within 2 weeks”
• “Drive 3 stakeholders to attend a webinar”
• “Secure a pilot program commitment”

Specificity keeps your account based marketing campaigns aligned with business outcomes and improves internal accountability.

4. Develop Account-Specific Value Propositions

Generic messaging falls flat in ABM. To stand out, create custom value propositions that speak directly to the account’s pain points, goals, and market challenges.

Examples:

• “Reduce software licensing costs by 25% through consolidation”
• “Increase marketing ROI with data-driven attribution solutions”
• “Improve compliance tracking across multiple regions”

By addressing company-specific issues, your account based marketing messaging builds instant relevance and urgency among decision-makers.

5. Integrate Direct Mail for High-Touch Impact

In the digital age, physical mail stands out. Direct mail, when used smartly, is a powerful tactic within ABM. Send high-impact packages, branded gifts, or handwritten notes to key stakeholders.

Use this strategy for:

• Breaking into cold accounts
• Celebrating account milestones
• Reinforcing key messaging after virtual interactions

Direct mail cuts through the noise and humanizes your account based marketing efforts. Personalized delivery adds a touch of exclusivity that resonates with senior executives.

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6. Design Journey-Based Content Tracks

Each account should experience a tailored buyer journey. Create content pathways based on their current stage—awareness, consideration, or decision—and their role in the buying group.

Content assets may include:

• Awareness: Industry trend reports, blog posts
• Consideration: Product comparisons, buyer guides
• Decision: Case studies, ROI calculators

Distribute content via email, targeted ads, and personalized portals. Mapping content to the journey ensures your account based marketing strategy maintains relevance at every step.

7. Run Hyper-Targeted Display and Social Ads

Digital advertising plays a vital role in account targeting. Platforms like LinkedIn, Meta, and programmatic ad networks allow you to serve personalized ads to specific companies, job titles, or regions.

Create ad sets aligned with personas:

• For CMOs: Brand visibility, multi-channel campaign success
• For CTOs: Integration and data security
• For CFOs: Cost savings and ROI justification

Combining ad intelligence with CRM syncing ensures that your account based marketing campaigns maintain continuity across every digital touchpoint.

8. Enable Sales with Timely, Actionable Insights

Marketing's role in ABM includes feeding sales with timely data. Provide sales teams with insights on:

• Webpage visits from key accounts
• Email engagement metrics
• Content downloads by role or title
• Event attendance or no-shows

This data empowers sales to take timely action with more context. Well-informed sales outreach complements your account based marketing efforts and boosts conversion potential.

9. Track Account Engagement, Not Just Leads

Traditional marketing metrics don’t tell the full ABM story. Move beyond MQLs and track engagement across the entire account.

Key engagement metrics:

• Total pageviews per account
• Average session duration by user role
• Touchpoint frequency across channels
• Growth in stakeholder involvement

A focus on engagement rather than form submissions offers a more realistic view of account readiness. This is a critical shift in how account based marketing should be measured and optimized.

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