ABM Methodology

With the potential to drive stronger, more valuable customer relationships and enhance retention, Account-Based Marketing is an increasingly valuable strategy.

Treating each customer as a market of one, ABM combines targeted, insight led marketing with sales to build awareness and grow in-depth customer relationships with specific (new and existing) accounts.

Complete our ABM Maturity Matrix

ABM methodology diagram

Why Is ABM The Answer?

Typically, ABM is required to address challenges such as:

  • Proving the value of increasingly complex services offerings - often a hybrid of products, people and services
  • Developing buy-in with a number of people across varying business functions, who are involved in the buying cycle
  • Building trust and buy-in with large and complex businesses

Why ABM And Why Now?

Account-Based Marketing works to:

  • Move perspectives of your business from ‘just a vendor’ to ‘a trusted partner’
  • Enhance business growth, as ABM is not just about leads, but long-term relationships
  • Shift mindset from transactional product sales to solution selling
  • Create opportunities to align sales and marketing with account segmentation

What ABM Brings

  • Equips account teams with the tools to enable new conversations
  • Drives relevance in the eyes of the customer
  • Supports customer-centric marketing
  • Makes marketing more personalised and engaging
  • Maps your services and solutions to business opportunities & challenges

How ABM Helps

  • Articulates a holistic and joint customer marketing plan
  • Tightly couples the strategic direction of your customer with your proposition
  • Develops strong customer insight and relationship
  • Enables marketing engagement with strategic customers
  • Aligns marketing and sales as business partners
  • Enables internal and customer communication
  • Clearly outlines the skills and competencies required for ABM
  • Provides direction of wider field engagement for maximum Share of Wallet
  • Identifies key areas for growth, while maintaining and investing in valuable accounts

Assess Your ABM Maturity

10 Questions To Assess Your Organisation's ABM Maturity

See how ABM mature your organisation is - and learn next steps to enhance your account-based marketing approach.

1
Does your organisation have a defined ABM strategy?
2
Are your marketing KPI’s measures across the whole of the customer lifecycle?
3
How do you select the right accounts for ABM?
4
How aligned are your marketing and sales teams regarding the opportunity and approach to your most important accounts?
5
How well does your organisation understand the specific challenges you help solve for your customers?
6
My organisation wants to grow existing accounts by:
7
Does your marketing content convey your organisation’s unique value to your customers?
8
Do you personalise marketing content for specific customers?
9
Does your organisation want to understand how to use technology to scale ABM success?
10
Do you know what ABM metrics you should be measuring?
Submit your answers
See how ABM mature you are

Before you submit your answers you can scroll back to make changes. Otherwise, click 'submit' to see your result.

10%

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Planning an ABM Campaign Learn more

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Build The Internal Business Case For ABM

This executive briefing is designed to introduce and outline ABM to your sales and marketing teams. It describes the benefits and objectives of ABM, showing how this approach maps to business goals, while providing a practical framework, timelines and steps to take to implement a successful ABM programme.

This executive briefing is designed to introduce and outline ABM to your sales and marketing teams. It describes the benefits and objectives of ABM, showing how this approach maps to business goals, while providing a practical framework, timelines and steps to take to implement a successful ABM programme.

  • How to implement an ABM pilot
  • Which account(s) to target
  • How to build the business case for ABM
  • ABM outcomes across the business
  • ABM metrics, frameworks and timescales to expect
eBook cover

The Value of Account-Based Marketing

80% of B2B marketers globally say ABM outperforms all other B2B marketing tactics

Source: ITSMA

60% of marketers report a revenue increase of at least 10% within a year

Source: ITSMA

84% of marketers said that ABM had significant benefits to retaining and expanding existing client relationships

Source: Alterra Group

Want More Information?

Why not download our step-by-step Guide to Account-Based Marketing and explore everything from the basics, to implementing best practice campaigns.

Download 'A [CMO's] Guide To Account-Based Marketing'