Is Your Marketing Strategy Account-Based? If Not, It Should Be

Is Your Marketing Strategy Account-Based? If Not, It Should Be

Account-based marketing (ABM) is an established B2B sales concept. In fact, 92% of B2B marketers have adopted an ABM program.

However, some B2B companies are still overlooking this proven method of acquiring high-performing client accounts. Many others are not optimizing their existing ABM strategy effectively. We are here to tell you that neglecting ABM is a huge mistake!

At Insights ABM, we are an innovative account-based marketing agency in Dallas, TX. Our experts have helped many B2B businesses to implement strategic ABM campaigns.

Many businesses have some misconceptions about ABM and we want to clear things up. With this in mind, we have an introductory guide to ABM. In it, we’ll outline what it is, how it can benefit your B2B business, and how you can facilitate a seamless transition to ABM.

What is ABM?

Account-based marketing is a B2B philosophy that merges your sales and advertising activities. These two teams work together to focus their energies on high-priority accounts that will benefit your business.

Using ABM, your marketing strategy will be tailored to suit prospective accounts with the highest potential for return. This allows you to eliminate waste in your advertising strategies, while giving your high-value accounts the attention they deserve.

Benefits of Account-Based Marketing

There are numerous benefits to account-based marketing. The most apparent is that it allows you to more efficiently allocate sales and advertising resources. This will help you to build relationships with your most important accounts.

ABM optimizes internal communication among your advertising and sales teams. These groups will then be better equipped to effectively communicate with clients, which is essential if you want to retain key accounts. 

ABM also guides the creation of marketing content based on real-world insights.

Unlike some outdated B2B marketing strategies, ABM is centered around a specific set of target clients. It places a heavy emphasis on keeping clients happy and providing them with a world-class purchasing experience. In turn, ABM increases your ROI and improves customer loyalty.

How to Transition to ABM

Implementing an effective ABM strategy won’t happen overnight. You must prepare your team for the transition. When making the switch, we recommend that you:

Define Key Roles

When you’re preparing to merge your sales and marketing teams, this step is vital. It is important to ensure that everyone understands their roles and responsibilities in the new business structure.

Identify Strategic Accounts

Sit down with your team to identify strategic, high-value accounts. Determine which current B2B accounts are your top performers. Identify the clients you want to acquire. Once you know which accounts you want to target, it is time to start creating content.


You chose the people on your sales and marketing teams because of their unique skills. Make sure that you are leveraging those skills by scheduling regular meetings and allocating assignments appropriately. Maintain open lines of communication between all parties, including clients.

Review and Alter Course as Needed

After your ABM strategy has been implemented, you’ll need to continually review your performance with client accounts. Actively look for ways to improve your campaign and make adjustments as necessary. 

Remaining fluid and responding to client feedback can help you turn a good ABM strategy into a great one!

Partner with an Account-Based Marketing Agency in Dallas

Creating an ABM strategy from the ground up can be a bit intimidating, especially if you’ve never done it before. Fortunately, you do not have to tackle this massive challenge alone. If you truly want to take your targeted advertising to the next level, partner with an account-based marketing agency in Dallas.

Joe Cantu

Joe is a digital marketing strategist and media buying/planning leader with 13+ years of expertise in marketing strategy and program management, omnichannel campaign delivery, brand building, data analytics, and customer experience/UX optimization. He has helped drive growth for industry-leading clients, including F500/F100 firms.