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10 Proven ABM Best Practices for B2B Marketers


Account Based Marketing (ABM) is a popular strategy among B2B marketers that focuses on targeting specific accounts rather than casting a wide net. It involves creating personalized campaigns that are tailored to the needs of individual accounts, with the aim of building long-term relationships and driving revenue. In this blog, we will provide a brief overview of ABM and how it can benefit B2B marketers.

What is ABM?

ABM is a strategic approach to B2B marketing that focuses on identifying and targeting high-value accounts. Rather than targeting broad audiences, ABM focuses on specific accounts and tailors marketing efforts to their individual needs and preferences. This strategy involves close collaboration between marketing and sales teams to develop targeted campaigns and messaging that resonate with the account and its key decision makers.

Benefits of ABM for B2B Marketers

ABM offers a number of benefits for B2B marketers, including:

  • Increased ROI: By targeting high-value accounts, ABM helps maximize ROI by focusing efforts where they are most likely to drive revenue.

  • Better alignment between sales and marketing: ABM requires close collaboration between the sales and marketing teams, fostering better alignment and improving efficiency.

  • Improved customer experience: By tailoring campaigns to individual accounts, ABM helps create a more personalized and engaging experience for customers.

  • Higher win rates: With a more targeted approach, ABM can lead to higher win rates by focusing efforts on accounts that are most likely to convert.

Overall, ABM is a powerful strategy that can help B2B marketers build stronger relationships with key accounts and drive long-term revenue growth.

Define your Ideal Customer Profile (ICP)

When it comes to Account-Based Marketing (ABM), identifying and targeting the right accounts is critical to achieving success. This is where Ideal Customer Profile (ICP) comes into play. ICP is a detailed description of a company that is the perfect fit for your product or service. It is a comprehensive profile that includes firmographic, demographic, and psychographic data of an ideal customer.

Explanation on what ICP is and how it can help in ABM campaigns

An ICP helps you in focusing your ABM efforts on accounts that are more likely to convert, saving you time and resources. It helps to identify the right accounts that are a good match for your solution based on factors including but not limited to:

  • Their company size and revenue

  • Their industry and location

  • Their pain points and challenges

  • Their buying cycle and decision-making process

By identifying the ideal customer, you can tailor your messaging and strategies for each account to increase the likelihood of conversion. It also helps to align your sales and marketing teams to deliver a cohesive message, thereby increasing the chances of success.

Creating an ICP involves analyzing your existing customer base, conducting market research, and incorporating stakeholder input. It's important to revisit and refine your ICP regularly to ensure it remains relevant and effective.

Develop Target Account List

As the first step in an Account-Based Marketing (ABM) campaign, creating a target account list helps businesses to focus on the most valuable customers and improve their conversion rates. Here are some tips for researching and identifying target accounts:

1. Identify Ideal Customer Profile (ICP)

The first step in building a target account list is to identify the Ideal Customer Profile (ICP). The ICP is a fictional representation of the ideal customer that a business wants to target. To identify the ICP, businesses need to look at the characteristics of the customers who have been the most successful in the past. This includes factors such as company size, industry, location, revenue, challenges, and pain points.

2. Conduct Market Research

Conducting market research is essential to understand the market and the competition. This helps businesses to identify target accounts in their market and evaluate the potential benefits of targeting them. The research can be quantitative or qualitative and can include surveys, industry analysis, and competitor analysis.

3. Leverage Existing Data

Companies can leverage their existing data to identify target accounts. This includes utilizing their CRM data, sales data, and website analytics. By analyzing this data, businesses can identify key trends and patterns that help them create a more accurate target account list.

4. Use Technology

Technology can help businesses to identify target accounts efficiently. There are several tools available in the market that can automate the process, such as ExactBuyer's AI-powered search. These tools help businesses to conduct research and gather data more quickly and accurately.

Developing a target account list is the foundation of a successful ABM campaign. By implementing these strategies, businesses can identify high-value target accounts that are most likely to convert to long-term customers.

Create Personalized Content

Personalized content is the cornerstone of Account Based Marketing (ABM) as it allows marketers to tailor their message and deliver a personalized experience to their target accounts. With the rise of ABM, personalized content has become more important than ever.

Importance of creating customized content for target accounts

Creating customized content for your target accounts has numerous benefits:

  • Increases engagement: Personalized content ensures that your message resonates with the target audience, leading to increased engagement and response rates.

  • Builds credibility: Tailoring your content to the specific needs and pain points of your target audience increases your credibility and positions you as a thought leader in their industry.

  • Generates more leads: Personalized content is more likely to convert leads as it speaks directly to their unique challenges and business goals.

  • Fosters long-term relationships: Showcasing that you understand your target accounts and can provide relevant solutions creates a foundation for long-term trust and relationship building.

How can it be done?

Creating personalized content doesn't have to be a daunting task. Here are some steps to get started:

  1. Understand your target audience: Identify their pain points, unique challenges, and business goals to create content that speaks to their specific needs.

  2. Segment your audience: Tailor your content to specific segments within your target accounts, such as by industry or job function.

  3. Use dynamic content: Utilize dynamic content to personalize messaging within an email or other marketing materials, such as by inserting the recipient's name or company.

  4. Create account-specific content: Develop content that is tailored to specific accounts, such as case studies or testimonials from similar companies or industries.

  5. Collaborate with sales: Engage with your sales team to understand their interactions with target accounts and how you can support their efforts with personalized content.

By following these steps, you can create a personalized and targeted content experience that drives engagement, builds credibility, and generates leads.

Ready to start creating personalized content for your target accounts? Contact us here to learn how ExactBuyer's real-time contact and company data can help you identify and target your ideal accounts and contacts.

Engage Decision Makers

As a business, it's crucial to connect with the right decision makers in your target accounts. In order to do so, you need to have a solid plan in place for reaching out and engaging with them. Here are some effective ways to get started:

1. Conduct Research

Before reaching out to decision makers, it's essential to conduct thorough research on each target account. This includes identifying key decision makers, understanding their pain points, and uncovering potential business opportunities. By doing so, you can tailor your messaging and engage decision makers in a more thoughtful and personalized way.

2. Leverage Social Media

Social media is a powerful tool for engaging with decision makers. Follow target accounts on platforms such as LinkedIn and Twitter, and engage with their content. This helps you stay top of mind and build a relationship with decision makers before reaching out directly.

3. Craft Thoughtful Outreach Messages

When reaching out to decision makers, it's important to craft thoughtful and personalized outreach messages. This includes highlighting specific pain points and explaining how your product or service can solve them. Keep your messaging concise, relevant, and focused on the decision maker's needs and priorities.

4. Leverage Referrals

Referrals are a powerful way to engage decision makers. Reach out to current customers or partners and ask for introductions to decision makers within their own networks. This approach helps build trust and credibility before engaging directly with a decision maker.

5. Engage Decision Makers in Relevant Communities

Many decision makers are active in relevant communities, such as industry associations, online forums, and other interest groups. Engage with decision makers in these communities by sharing thought leadership, commenting on posts, and offering value whenever possible. This approach helps build relationships and establish credibility before reaching out directly.

By following these tips, you can effectively engage decision makers and increase your chances of converting target accounts into loyal customers.

Utilize Multi-Channel Approach

When it comes to ABM best practices, it's important to remember that not all target accounts are the same. This means that relying on a single channel to reach them may not be the most effective or efficient approach. By utilizing a multi-channel approach, you increase the chances of reaching your target accounts and engaging with them in a meaningful way.

The Value of Utilizing Multiple Channels

There are several reasons why utilizing multiple channels can be valuable in your ABM strategy:

  • Diversify your reach: By utilizing multiple channels, you can reach your target accounts through different mediums, such as email, social media, direct mail, and more, to increase your chances of engagement.

  • Increase engagement: Different channels provide different ways of engaging with your target accounts. By providing options, you give them the opportunity to engage with you in the way that best suits them.

  • Reinforce your message: Reaching your target accounts through multiple channels can reinforce your message and keep your brand top-of-mind.

  • Better targeting: Utilizing different channels allows you to target your message to specific individuals or groups within your target accounts more effectively.

Overall, implementing a multi-channel approach can help you refine your messaging, reach your target accounts more effectively, and increase engagement.

Align Sales and Marketing Teams

In order to successfully execute an account-based marketing (ABM) strategy, it is crucial for the sales and marketing teams within a company to be aligned. ABM relies on personalized and targeted communication with specific accounts, and sales and marketing teams must work together to effectively identify, engage, and convert those accounts.

Why Alignment Between Sales and Marketing is Crucial for Successful ABM Campaigns

When sales and marketing teams are not aligned, it can lead to wasted time, effort, and resources. Marketing may be providing targeted leads to sales that are not actually a good fit for the company, while sales may not effectively communicate the specific needs and pain points of their accounts to marketing. This lack of alignment can result in missed opportunities and failed ABM campaigns.

In contrast, when sales and marketing teams work together towards a shared goal, the benefits are significant. By sharing insights and expertise, sales and marketing can more effectively identify high-quality accounts, develop targeted messaging and content, and ultimately close more deals.

Tips for Aligning Sales and Marketing Teams for ABM Success

  • Establish clear roles and responsibilities for each team

  • Hold regular meetings and check-ins between sales and marketing teams to share insights and feedback

  • Develop shared metrics and goals to track and measure success

  • Use technology and tools to facilitate communication and collaboration between teams

  • Encourage a culture of transparency and open communication between sales and marketing teams

By following these tips and prioritizing alignment between sales and marketing teams, companies can achieve greater success with their ABM campaigns and drive growth for their business.

If you need help aligning your sales and marketing teams, ExactBuyer offers real-time contact and company data solutions that can help you identify and engage high-quality accounts. Contact us today to learn more.

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Track Metrics and Analytics

Measuring the success of your Account-Based Marketing (ABM) strategy is essential to understand how effective it is and to make any necessary adjustments to improve it. Tracking key metrics and analytics is a crucial part of this process.

Key metrics to track for measuring ABM success

  • Engagement metrics: The level of engagement your target accounts have with your messaging and content, including email open rates, click-through rates, and website visits.

  • Opportunity metrics: The number of qualified opportunities generated, as well as the value of those opportunities, can help measure how effective your ABM strategy is at generating revenue.

  • Revenue metrics: Revenue generated from ABM efforts is the ultimate measure of success. It's important to track revenue generated from target accounts and compare it to the investment in ABM.

  • Retention metrics: ABM isn't just about generating new business. It's also about strengthening relationships with existing customers. Measuring retention metrics such as customer satisfaction, renewals, and upsells can help track ABM's impact on customer loyalty.

Tools to use for tracking analytics

There are numerous tools available to help track ABM metrics and analytics. These include:

  • HubSpot: HubSpot offers robust analytics tracking for website traffic, email campaigns, and social media engagement, all of which can be valuable for measuring ABM success.

  • Salesforce: Salesforce is a popular CRM tool that can be used to track sales pipeline and revenue generated from target accounts.

  • Google Analytics: Google Analytics provides in-depth website analytics, including website traffic, engagement, and conversion rates.

  • Leadfeeder: Leadfeeder tracks website visitors and provides insights on which target accounts are engaging with your content, allowing for more personalized follow-up.

  • Terminus: Terminus is a full-service ABM platform that offers analytics tracking, as well as tools for targeting, engagement, and sales enablement.

By tracking these key metrics and utilizing the right tools, your team can make informed decisions about your ABM strategy and continually improve its effectiveness.

Constantly Re-evaluate Strategy

One of the fundamental principles of Account Based Marketing (ABM) is to constantly assess and refine your approach. Regardless of how well your campaigns perform initially, there is always room for improvement. By continually analyzing your results and making adjustments, you can optimize your ABM strategy for optimal results.

Why is it essential to consistently assess and refine ABM strategies for optimal results?

  • Stay aligned with changing business needs: As businesses evolve and requirements change, it's critical to ensure that your ABM strategy keeps pace.

  • Gain better insights into your audience: By continually assessing your campaign performance, you can learn more about your target audience and refine your messaging and approaches to resonate better with them.

  • Ensure maximum ROI: Analyzing and refining your ABM strategy can help you identify areas that aren't delivering optimal results, allowing you to focus your resources on the most profitable channels and tactics.

  • Stay ahead of the competition: Your competitors are also likely using ABM, so you need to stay ahead of the game by continually refining your approach.

By consistently re-evaluating your ABM strategy, you can stay agile and adaptive to changing circumstances, ensure maximum ROI, and achieve optimal results.


Account-based marketing (ABM) is a powerful strategy that helps businesses achieve better results from their marketing efforts. By targeting high-value accounts and decision-makers, companies can increase their revenue, customer loyalty, and overall business success. In this post, we have discussed the importance of implementing best ABM practices and the benefits it can bring. Here is a summary of the key takeaways:

Implementing Best ABM Practices

  • Identify your ideal customer profile (ICP)

  • Align sales and marketing teams

  • Create personalized and relevant content

  • Use data and analytics to measure and optimize results

Benefits of ABM

  • Higher close rates and ROI

  • Better alignment between sales and marketing teams

  • Greater customer retention and loyalty

  • Improved brand reputation and awareness

Overall, ABM can help businesses to grow and succeed in a highly competitive marketplace. To learn more about how you can implement ABM best practices and take advantage of its benefits, contact ExactBuyer today.

Contact us to see how ExactBuyer's real-time contact & company data & audience intelligence solutions can help you build more targeted audiences or sign up for one of our plans according to your needs and budget.

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