Account Based Marketing (ABM)
B2B marketing strategy that focuses on individual target accounts instead of a broad target audience and addresses them individually.
Also known as: ABM, Key Account Marketing
Account based marketing inverts the classic marketing funnel. Instead of addressing a broad target audience and generating leads, the most valuable target accounts are identified first and then supplied individually with tailored messaging. Marketing and sales work closely on a curated list of accounts.
When ABM makes sense
ABM is worthwhile especially in B2B with high deal sizes, long sales cycles and manageable target markets. If a single customer brings tens of thousands of euros in annual revenue, that justifies the effort of individually tailored campaigns. For B2C or very broad audiences, classic funnel marketing is usually more efficient.
What ABM looks like in practice
Typical ABM activities are individually personalised email sequences, targeted LinkedIn ads on named companies, direct mailings to individual decision makers and individual landing pages per account or industry. Close coordination between marketing, sales and customer success is critical so all touchpoints are consistent.
ABM and JD Media
The JD Media platforms are not primarily designed for ABM but integrate well into ABM setups. Through segmented sending lists and individualised creatives, even narrowly tailored account campaigns can be delivered cleanly and measured.