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31st March 2022

Account-Based Marketing (ABM) has become one of the most popular strategies amongst B2B Marketers.

What is Account-Based Marketing (ABM)?

According to Salesforce, 92% of all B2B Marketers have an ABM program.

Account-Based Marketing (ABM) helps you target the key accounts your Sales and Marketing teams have identified as the best opportunities for your business. By engaging specific target accounts that are likely to be the best fit for your product or service, you can better tailor your messaging. This, in turn, can lead to faster results, greater efficiency, and a higher ROI for your marketing efforts.

Some ABM tactics and strategies work better than others when optimizing your Account-Based Marketing efforts. Here are five of the most powerful ABM B2B marketing strategies based on our experience for your business in 2022.

ABM Strategy #1: List Suitability

When using ABM to enhance your lead generation, scoping out the accounts, you want to target and why is the first step to success. However, you may find you don't have a suitable TAL or one at all. For example, your TAL may be too small to be effective, or the quality of your data may be unreliable or out of date.

One common way to enhance your TAL is by creating 'lookalike' audiences to help expand your list further. An expert ABM lead gen provider should be able to expand your pool of target accounts and help you create a suitable TAL based on your objectives. Working with a trusted supplier can also help you feel confident in the reliability of the data, as they will be able to show you how your lists have been created.

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ABM Strategy #2: Content Syndication

When you produce great content that speaks to your target audience, you want as many people to read it. Therefore, syndicating your content via websites you don't own will help you attract a wider audience and generate more marketing leads.

Choosing the right partners and websites to syndicate your content on is extremely important. Using a trusted lead generation solutions partner can be particularly effective. The provider will publish your content to the right audiences via their platform. As a result, they own the data generated and can verify it to a high standard. The leads they generate via your ABM campaigns are of higher quality and more likely to engage. Take a look at our Reader Journey for Content Syndication as an example.

ABM Strategy #3: Data Validation

You've likely heard the term Garbage In, Garbage Out. It means that the quality of your data output is only as good as the quality of the data you input.

This is also true of target account list data. This is why you must validate it by checking that it is accurate and up to date.

Garbage In, Garbage Out.

The term garbage in, garbage out (GIGO) is widely attributed to be coined by George Fuechsel, an IBM programmer and instructor.

ABM Strategy #4: Sales Team Collaboration

For Account-Based Marketing to work, it's essential to align your Marketing and Sales teams. Not only will it help you to work towards the same goals, but it will also allow you to communicate more clearly and design a compelling customer journey.

A good Sales team can provide the criteria for Marketing's target account list. At the same time, sharing information means that anyone in Sales or Marketing can look at an account and know exactly where they are in their customer journey and what next steps to take.

ABM Strategy #5: Post Lead-Generation Nurturing

In most cases, only a small percentage of leads are ready to make a purchase when they first encounter your brand. Therefore, you must continue to engage them through regular communication, offering relevant information at the right time.

This means constructing a buyer's journey and mapping it to your sales and marketing teams—effective nurturing means thinking customer-first. Build a journey around their needs and then put internal processes in to ensure you meet those needs at every stage of that journey.