Let Us Shape Your ABM Market Experience.

When done right, ABM strategies are used to develop GTM plans aligned to the business value and buying needs of your target accounts. There are three types of ABM strategy: 1:1, 1:Few, and 1:Many. 1:1 ABM strategies target a lower number of high-value accounts with complex buying processes, requiring deeper evaluation, high-touch sales support, and engagement with a large buying group. On the opposite end of the spectrum, 1:Many ABM strategies focus on a larger group of lower-value accounts, where the buying process is more streamlined, often done online, and involves fewer buyers. And, of course, 1:Few ABM focuses on accounts that fall in the middle of that spectrum.

We help clients build an ABM Strategy by optimizing their Go-To-Market Plans across the five key areas. 

ABM Execution Strategy

Our ABM execution strategy is designed to create impactful touchpoints that drive both new account acquisition and expansion. Rather than relying on short-term activations, we strategically align our efforts with the entire buyer journey, ensuring sustained support for key accounts throughout their lifecycle. For 1:1 ABM, where high-value accounts are the priority, we emphasize an experiential-first approach, designing immersive in-person interactions at critical sales moments and industry and customer events. Conversely, when designing for the masses, a digital first approach to immersive experiences that create a compelling interaction for the brand are key.

Persona Messaging Insights

The level of personalization in your ABM program should dictate the depth of persona insights needed. For 1:Many ABM programs, where scale is crucial, investing in deep persona insights may not yield sufficient ROI. A lighter approach, focusing on understanding key buyers’ general needs and their role at each stage, is more effective. In contrast, 1:1 ABM demands a deeper dive. To truly support the sales team in influencing individual decision-makers within high-value accounts, richer, more detailed persona insights are essential. These insights drive the creation of highly personalized sales tools and content that resonate with each key stakeholder.

Content Development and Customization

Content is the lifeblood of any B2B marketing program, and for ABM, it’s crucial to tailor content to the buying journey of key accounts. At the top of the funnel, we create content that resonates across audience-preferred channels, building awareness, trust, and educating potential buyers about your value. As prospects move down the funnel, we enrich owned channels — website, CRM, sales — with content that deepens their understanding of your solutions and highlights your differentiators. The level of content customization varies by ABM type: for 1:Many ABM we maximize relevance by tailoring content to market or segment-level attributes; for 1:Few ABM, we develop content specifically for key buyer personas; and for 1:1 ABM, we craft bespoke content tailored to key accounts and buyers, ensuring it directly addresses the unique needs and challenges of each key stakeholder.

Aligning Sales and Marketing Teams

The level of sales and marketing alignment should closely align with your ABM type. For high-value accounts with complex buying processes, winning deals often requires a high-touch sales approach, making close collaboration between sales and marketing throughout an ABM program essential. We enable marketing to drive this collaborative process by helping establish account prioritization criteria, aligning with sales on key targets, conducting research to uncover account and buyer insights to guide sales and marketing actions, and by contributing to experiential strategies, content creation, and sales tool development. As ABM programs launch, we ensure robust information sharing with sales is maintained — through direct communication and by passing digital behaviors and opportunity status through CRM. In contrast, for high volume and lower-value ABM targeting, we shift our focus to keeping sales informed — staying connected on lead quality and results.

ABM-ready Data and Technology Foundation

Having an ABM-ready data and technology foundation is not just a luxury — it’s a necessity for driving precision in targeting and engagement. At the core of effective Account-Based Marketing lies the seamless integration of rich, accurate data with advanced technology platforms, including CRM, marketing automation, data management systems, and media platforms. This holistic approach ensures that your entire technology ecosystem works harmoniously to identify, prioritize, and personalize outreach to your highest-value accounts with precision. We help marketing and technology teams build this foundation, enabling you to leverage data and technology to deliver the right message on the right platform at the right time. By incorporating media platforms into your ABM strategy, you can amplify your reach, optimize campaign performance, and foster deeper, more meaningful connections with key stakeholders, ultimately driving revenue growth and long-term success.