How to Use Account-Based Marketing to Drive More Revenue

Account based marketing can drive revenue more effectively by using highly targeted existing customers rather than trying to build brand new ones.

How to Use Account-Based Marketing

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Account-based marketing or ABM is a targeted way of marketing used mainly by businesses. It focuses on promoting your product or service to specific accounts rather than broad demographic segments that most marketing strategies do.


Account-based marketing focuses on a small number of accounts to generate the most revenue and customer value. This strategy relies on deep customer insights and data analysis to identify target accounts and develop personalized campaigns.


For account-based marketing to be successful, it needs to have a strong strategy. This strategy should include understanding the target market, what kind of person they are, how they make decisions, and how they want to receive marketing.

Any company can benefit from account-based marketing. Here are specific ways that account-based marketing can drive more revenue.


Use a strategic account planning template.


If you’re going to start creating ABM marketing campaigns, make sure you have a strategic account planning template. A strategic account planning template is a tool that helps you to plan, execute and measure your account-based marketing strategy.


It’s a great way to ensure that you are on the right track with your marketing efforts.


It also helps you create a comprehensive strategy that will work for all of your customers and prospects.


Also, you can use the templates so that every member of your team is with your marketing campaign. Templatizing it makes it easier to keep everyone on the same page.

Secure organizational ABM alignment


Organizational alignment is an integral part of this strategy because it helps ensure that you use your resources in the most effective way possible. It also helps ensure that no conflicting messages are coming out of your company, which can be confusing for prospects.


It takes time to build an organizational ABM alignment. It’s a process that starts with identifying the proper accounts, mapping their journeys, and developing appropriate touchpoints for each journey stage. Once you have done this, you will be able to create the right mix of content for each step in the account’s journey – from awareness through conversion.

Build a list of target companies


The idea behind account-based marketing is to focus on a smaller number of prospects instead of trying to market to everyone. The more time and resources you spend on this smaller group of candidates, the more likely they will become customers.


Account-based marketing aims to maximize the return on your marketing investment by focusing on a select group of customers. Therefore, you should consider building a list of target companies you will nurture, especially if you are a B2B company.


By narrowing down your target companies, you can create more personalized and relevant marketing efforts towards these companies that will be more impactful.


Dive deeper into each target


The target audience for your ABM campaign will depend on the type of customers you have and the type of products or services you offer. For example, if your customers are small businesses, your target audience will be small business owners. If you sell luxury goods, your target audience might be high-net-worth individuals.


In account-based marketing, you need to know your target audience and why they are your target audience. You should also know your potential leads’ needs to understand better how you can help them through your products or services.


By diving deep into your audience’s needs, wants, and customer journey, you’ll better understand how to approach your ABM.


Define and personalize your content


Account-based marketing is a customer-centric approach to digital marketing. It focuses on the individual as opposed to the company or product. It is an effective way of marketing and selling products and services to a specific person or company.

One way to approach that is to create personalized content for each target audience. This type of content will be more relevant, engaging, and valuable for the reader than generic content that does not address their needs.


Your content needs to provide information that is relevant to your target audience. Over time it will make you more reliable and an expert in the industry.


Choose the right channel for campaigns.


The channel you choose for your account-based marketing campaign depends on the industry, company size, and the type of customers you are targeting.

The best way to decide which channel is right for your account-based marketing campaign is to understand what your customers want and what media they use. The key is finding the right balance between inbound and outbound channels. You want a mix of both to generate leads and close sales.


You can communicate more directly with your target audience for your marketing campaigns with the proper marketing channels. If you are marketing on the wrong media, you will be wasting time and resources because it’s harder for your audience to reach you or for you to reach them.


Create sales territories designed to convert


The account-based marketing strategy aligns your sales and marketing teams with your customers’ needs. The goal is to create a territory that will convert.


Account-based marketing has been around for a while now. However, it’s gaining traction in recent years due to the success of companies like HubSpot and LinkedIn. It’s not just a buzzword anymore; it’s a strategy that can help you grow your business.


You can assign your team member to the proper territory so that it will convert more because they care more about that.


Offer solutions


In today’s business environment, marketing is about connecting with customers. It’s about knowing them and understanding how to meet their needs best. And it’s about being able to offer solutions that will solve their problems.


By focusing on these solutions rather than just promoting a product or service, you’ll be able to build stronger relationships with your customers and better.


Execute, then analyze results


Marketing is not a one-time event.


There are many benefits to analyzing the results of your marketing. One of the most critical aspects of marketing is knowing what works and what doesn’t. When you examine the results, you can see which channels are bringing in more traffic or leads and which channels are not as successful.


You should also find out which content is performing well on different social media platforms and where your target audience is spending their time. This step can help you evolve your content strategy for better success in the future.




These account-based marketing strategies can drive more revenue to your business because of how effective it is at making your marketing efforts more personal to your customers. With ABM campaigns, it’s easier to push your customers to conversion because you are more focused on them overall.


If you haven’t yet, consider ABM campaigns next time so that you can reap the results.