**A closer look at ABM**
Account-based Marketing (ABM) is a strategy that treats an account (or cluster of accounts) as a market of one.
ABM is highly personalized and harnesses technology, data, insights, and creativity to develop relationships, build reputation and drive revenue in your most important accounts.
✓ You sell high value/complex products/services
✓ You target mid-market and enterprise accounts
✓ Your average deal size is over 50,000 ($/£/€) per annum
✓ You have a long sales cycle
✓ You're now looking to consolidate your growth
✓ You need to influence multiple decision-makers in buying committees
X You are still at the product/market fit stage
X You have a low average deal value
X You do not target enterprise accounts
X You do not have internal marketing resources
Road test your ABM strategy: Free workshop
ABM 'flips the funnel'. It is not about generating leads. It is not about MQLs or SQLs. It is all about engaging the accounts you most want to win, grow, and retain.
It is a focused strategy (zero-waste marketing) that harnesses industry, account, and executive data and insights to develop unique value propositions and personalized account experiences that generate sales conversations.
There are three ABM program types that can be delivered in isolation or as a blended ABM strategy.
One-to-many - 'Always on' ABM to drive brand awareness into your Total Addressable Market (TAM).
One-to-few - Target a cluster of accounts with similar business challenges/drivers. Here you increase the personalization to make you and your offering relevant to your target accounts.
One-to-one - Reserved for high-value opportunities with existing customers/known opportunities with high levels of personalization.
Discover which program is right for your organization
