Account-based marketing targets specific high-value accounts with personalised campaigns rather than casting a wide net. It is especially effective for B2B with large deal sizes.

ABM vs Traditional Marketing

View Comparison

Traditional: Generate many leads, qualify down to customers
ABM: Identify target accounts first, market specifically to them

ABM flips the funnel, focusing resources on accounts most likely to convert.

ABM Process

  1. Identify target accounts (ideal customers)
  2. Research accounts and stakeholders
  3. Create personalised content and campaigns
  4. Execute across multiple channels
  5. Measure account-level engagement

ABM Tactics

  • Personalised landing pages per account
  • LinkedIn ads targeting specific companies
  • Direct mail to key stakeholders
  • Custom content addressing account challenges
  • Event invitations and executive dinners

When ABM Makes Sense

Best for high-value B2B sales (£50K+ deals), limited number of potential customers, long sales cycles, and multiple stakeholders in buying decisions.