Account Based Marketing is a strategic approach to marketing that replaces broad-based campaigns designed to target the largest possible number of prospective customers with personalized campaigns targeting a selection of target accounts important to the company. This highly focused strategy requires marketing and sales teams to align to deliver the right message and content to the right person in an account.

To choose the right account-based marketing (ABM) partner for your business, consider the following steps: 1. Select accounts: Before engaging a vendor, it's important to define your perfect account profile based on your overall objectives from acquisition to targeting. Choose accounts that are the best fit for your solution, most ready to engage, and aligned with your sales strategy and business goals. If you do not know how to select those accounts, you should use the agency partner to help you define your list with their access to experts and data. You should refine an ideal customer profile from your best fit customers (by revenue, profit, win rate or retention) and look for features of those customers to find lookalikes. Then overlay intent data tools to find other companies that match these features and are in market for your services by leveraging intent data. Not sure how to begin? Start here – request your free lookalike ABM list 2. Evaluate agency services: When engaging with potential vendors, consider their range of services, such as strategy development, personalized content creation, content syndication, programmatic advertising, lead generation, PPC, and paid social channels. Choose an ABM provider that can tailor its services to your specific needs, from strategy to reporting

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There are three main types of account-based marketing strategies: One-to-one ABM focuses on creating highly personalized campaigns for a small number of high-value accounts. One-to-few ABM, or ABM Lite, targets groups of accounts with shared characteristics, using personalized digital marketing tactics. One-to-many ABM, also known as Programmatic ABM, scales personalization across a larger number of accounts with the help of technology. Companies choose their ABM strategy by evaluating their accounts' potential value, available resources, and desired personalization. It's common for businesses to use a combination of these strategies to ensure both targeted engagement with top-tier accounts and broader outreach.

Specialist ABM content syndication agencies or partners provide deep insight into customer buying behaviour combined with sophisticated ABM capabilities to ensure the best content gets into the hands of actively researching accounts. Sales and marketing teams looking to spin up an ABM strategy often lack both the experience and the tools to deliver on the opportunity ABM presents.

We deploy multi-channel digital campaigns to put you in front of those elusive decision makers from your target accounts. We have a tried and tested process for accelerating your ABM results: Use intent data to identify high-potential accounts, from within either an existing ABM list or broader ICP criteria. Begin engaging key decision-makers and stakeholders from those accounts via content syndication to generate a guaranteed volume of MQL engagements. Deploy digital advertising tactics across display and social media to reach personas with those same accounts to increase touchpoints. Analyze the intelligence gathered from digital campaigns to determine which accounts have been exposed to the most digital advertising. If a pixel is implemented, we can also surface which accounts have shown the most engagement.

Weekly stats reports will outline key delivery metrics across impressions, viewable impressions, viewability %, clicks, CTR % and running delivery. Inbox Insight will also report on how many impressions have been served against each account within the TAL and which accounts have been tracked as site visits (providing a pixel is down on this landing page).