Brand + Growth
ABM
Background
Account-based marketing (ABM) is a targeted marketing approach focusing on specific, high-value accounts rather than a broader target audience.
ABM is a strategic approach to business-to-business (B2B) marketing, which involves identifying and targeting particular accounts that align with the company's ideal customer profile. ABM aims to build personalized and highly relevant marketing campaigns that will resonate with these key accounts and drive engagement, conversions, and revenue growth. ABM strategies often involve a combination of tactics such as personalization, content marketing, and events, with the ultimate goal of building long-term relationships with key accounts.
As a marketer with a majority of my experience in B2C marketing, since becoming a Fractional CMO, I've had the opportunity to expand my skills and knowledge in the realm of account-based marketing (ABM) and B2B marketing.
Transitioning from B2C to B2B marketing can be challenging, but I have found that many of the core principles of good marketing still apply. However, the critical difference is that B2B marketing is focused on building long-term relationships with key accounts rather than driving one-off sales. This requires a different approach to targeting, messaging, and engagement.
The key to ABM's success is creating content and messaging tailored to specific accounts and decision-makers. This requires a deep understanding of the target audience and their pain points and the ability to develop and deliver highly relevant and personalized content. Through research and testing, I better understood how to create and deliver highly relevant and personalized marketing campaigns that resonated with key accounts.