Tailored Content is Vital to Scaling Your ABM Program

Tailored Content is Vital to Scaling Your ABM Program

Account-based marketing is an essential strategy that is used by B2B companies the world over. At its core, ABM allows B2B sales teams to target high-value accounts that present major opportunities. By narrowing their focus to a few targeted prospects, B2B companies can create custom content that appeals to the specific needs of each target.

Many B2B companies that are in the early stages of ABM believe that it is strictly used for one-to-one sales. However, this is only partially true. There are several sub-types of ABM that can be scaled to meet the unique needs of your business.

As an account-based marketing agency that has extensive expertise in the field, the team at Insights ABM has put together this user-friendly guide to help you find ways to scale your ABM and tailor content to match. 

With our help, you will be able to effectively grow your network of B2B accounts through ABM.

What is Scaled ABM?

When most people hear the phrase “account-based marketing,” they think of one-on-one marketing. This is known as strategic ABM. Instead, the type of ABM that we are focusing on today is referred to as scaled or scalable ABM.

The basic premise behind scaled ABM is the same. Your B2B company targets high value accounts and creates custom content in an attempt to guide them down the sales funnel. However, scaled ABM allows you to target a few accounts simultaneously instead of picking them off one at a time.

Scaled ABM is ideal for reaching out to mid-sized companies and second-tier clients. We generally recommend sticking to strategic ABM when you’re pursuing top-end B2B accounts. Still, scaled ABM is an invaluable tool when it is implemented properly.

What Are the Benefits of Scaled ABM?

Scaled ABM is a great way to keep your return on investment (ROI) and per-lead cost low when you target less-promising accounts. Generally, scaled ABM reduces the cost per lead by about 50%. It also generates clickthrough rates 3 times higher than industry standards.

Your scaled ABM program will allow you to target small groups of prospective B2B accounts. You should group these accounts together based on the industries that they are in and the challenges that they face. By doing so, you can continue to build your business and create an ever-expanding network of B2B accounts.

Why Do I Need Tailored Content to Scale ABM?

When you’re engaging in strategic ABM, every piece of content is made specifically for a particular client. However, this approach can be quite time-consuming. Since scalable ABM is directed at second-tier prospects, creating individualized content is not cost-effective.

If you want to truly scale your ABM strategy, content must include a healthy mix of standardized information and location or industry-specific messaging. This will save you the hassle of having to create unique content for every prospect. 

If you have efficiently grouped B2B prospects by industry and problem, then tailoring your ABM content will be seamless.

The Premier Dallas Account-Based Marketing Agency

Currently, 4 out of every 5 marketers work with ABM sales teams. This number is poised to increase as the effectiveness of ABM becomes undeniable.

If you want to stay competitive in the B2B sales industry, then you must have a high-performing ABM program. Your program should incorporate all facets of ABM as your business grows. This includes both strategic and scaled ABM.

With that being said, understanding when to use each ABM philosophy can be a challenge. Choose wrong and you might miss out on the big-ticket account.

If you want to grow your brand and ensure that your ABM program is performing at peak levels, then you need to partner with an account-based marketing agency like Insights ABM. Take the guesswork out of scaled ABM and contact us today! We will help build your brand.

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.