Why Account Based Marketing Should Be in Every B2B Growth Strategy

When you’re selling complex services to sophisticated buyers, blanket marketing just doesn’t cut it. It’s not about shouting louder – it’s about showing up smarter. That’s where Account-Based Marketing (ABM) comes in.

This article aims to help you stop wasting effort on one-size fits all campaigns and start making every move count. Let’s break down what ABM actually is, why it works, and how you can get started.

What is ABM?

Account Based Marketing flips the traditional funnel on its head.

Instead of starting with a big audience and narrowing down, you start with a focused list of high-value accounts and create tailored marketing for them – the kind that feels like it was made just for them (because it was).

This doesn’t have to be just for new clients, it can be a great way to expand your services within some of your larger, existing clients – whether that’s introducing new service lines, or reaching new parts of the organisation that you’re not currently working with.

It’s a strategic marketing approach that is insight-led, and laser focused on commercial impact.

The Benefits of Going Account Based

1. Bigger wins, less waste. Rather than spreading your budget thin, you invest in the accounts that really matter. That means more meaningful engagement, better conversion, and strong ROI.

2. Tailored = trustworthy. Today’s clients can smell generic messaging from a mile away. Personalised content based on their actual business needs? That gets attention – and builds trust.

3. More than just awareness. ABM doesn’t stop at brand visibility. It’s designed to deepen relationships, grow existing and new accounts, and uncover opportunities that broad, unfocused marketing misses.

4. Sales and marketing, finally in sync. ABM aligns marketing with sales goals. Everyone’s focused on the same high-value targets, which means less friction and more momentum.

5. Clarity and control. With account scorecards, insight dashboards, and channel-specific campaigns, you can track what’s working and tweak what’s not – in real time.

What Does an ABM Strategy Look Like?

Below are the five areas you need to focus in on order to set up an effective ABM strategy. There is a huge amount of detail that sits behind each stage, but this gives you a flavour of how you should approach it.

Account Selection

A strong Account Based Marketing strategy starts with choosing the right accounts. Not all clients offer the same value or growth potential, so it’s crucial to focus efforts where they count.

Begin by defining Ideal Client Profiles (ICPs) using data points like industry, revenue, and employee numbers to identify high-fit, high-value targets. Then, run alignment workshops across sales, marketing, and client teams to pool insights and perspectives. From there, prioritise those accounts based on their potential for growth, fit, and buying readiness.

Better targeting means less wasted time and more closed deals.

Research and Insights

Once you’ve identified the right accounts, dig deep. Strong research and insight are key to an ABM strategy making this one of the most critical stages in the process that you need to get right.

Access publicly available information such as annual reports, press releases, and news articles to understand the company’s strategic priorities. Identify key players and decision-makers, using tools like LinkedIn Sales Navigator, and evaluate where you already have influence through your CRM, connections on social media and their past interactions with your brand.

With this information, you can build a detailed account scorecard outlining your current account penetration, known and unknown contacts, and specific individual interests and pain points to inform your approach.

Content Creation

From this deep insight comes content. Use the information you’ve gathered to shape creative, personalised campaigns.

There are so many ways you can bring your brand message to life – it all depends on your own brand identity, and the interests of the individual or the organisation you’re targeting.

It could be something like sharing tailored insights in the form of custom reports that speak directly to each account’s challenges. Or it could be something quirky and attention grabbing like a personalised card game.

Think beyond the inbox. Consider physical direct mail or personalised video content to break through digital noise. Content like this doesn’t just attract attention – it builds credibility and trust from the start.

Channel Selection

When it’s time to activate your strategy, do it across channels but with precision. This might include bespoke landing pages with personalised CTAs, account-specific email referencing individual stakeholders or objectives, and retargeting ads that keep your message visible.

Add in exclusive touchpoints like VIP events or tailored webinars to deepen engagement. The goal is multi-touch visibility – showing up where your accounts are, with messages that they will actually pay attention to.

Measuring the Right Things

Finally, track what matters. Focus on signals that reflect real movement – like account engagement (who’s interacting and what they’re interacting with), conversions (people that move from prospect to lead), and revenue impact (total pipeline value from the strategy).

Ditch vanity metrics and focus on the numbers that demonstrate your campaign is having actual impact, helping you fine-tune and optimise as you go.

We know that professional services buyers are time-poor, expectation-rich, and highly discerning. If your marketing doesn’t feel personal, it’s invisible.

An ABM approach is your opportunity to be seen, heard, and trusted - not just noticed.

Let’s chat about how we can make it work for you.