ABM: the advantages of strategic account marketing

Practice of the ABM technique.

Wanting to maximize their results, companies are often tempted to create generic messages for a large number of prospects. However, paradoxically, more than 80% of B2B experts agree that this is not the best strategy for acquiring customers . Indeed, opting for Account Based Marketing (ABM) allows you to make your overall marketing efforts more profitable.

ABM (Account Based Marketing): what exactly is it?

Marketing of strategic accounts is a commercial marketing strategy which consists in concentrating resources on a set of target accounts within a market. Concretely, it is a question of carrying out personalized campaigns whose aim is to initiate each account.

Messages that match the prospect and their needs

personalized, highly targeted marketing programs and initiatives business growth and impact Thus, marketing messages must consider the specific attributes and needs of the account.

These messages must be tailored directly to the target account, with content that matches it and provides value . The goal is to inspire customers to engage and progress in the buyer's journey toward a defined goal.

Hit your core target every time

As part of the ABM, marketers identify target accounts and personalize marketing and experience. In this process, they sometimes have to be helped by the sales team. Sanding prospects with high conversion potential then allows the seller to touch his target heart every time.

In this sense, marketing of strategic accounts is expanding the involvement of marketing in the sales funnel while shortening the sales process. The process can be long and complex, but it has many advantages , which will be listed in the following lines.

What are the advantages of Account Based Marketing (ABM)?

We can essentially identify 6 main advantages of opting for an Account Based Marketing strategy. 

1. A personalized marketing approach

The ABM makes it possible to approach the key contacts of the target accounts through a personalized approach. Your prospect will feel valued . You can use empathy marketing to show him that you understand his problems and that you can bring him a solution. With this in mind, you must create relevant content from information at your disposal. This content should be broadcast to the customer at the right time and in the right place. Keep in mind that the goal is to build the basics of a solid relationship between you and your target account.

According to McKinsey & Company, personalization reduces acquisition costs by 50 % and can increase income up to 15 % .

2. Build and maintain relationships

Strategic account marketing allows you to establish a relationship of trust with your future client . As this trust is built and the relationship is nurtured, you will learn about your prospects' behaviors . You will then be able to respond quickly to their signals. They will likely look to you for expert advice on the issues they are experiencing.

3. Fast decision making and shorter sales cycles

Traditionally, the decision -making can take a long time to achieve. This is particularly the case for important purchasing decisions that involve multiple stakeholders. This slowness has the disadvantage of slowing down the sales process , because it begins at a lower level of the organization and slowly progresses to the principal decision maker. With the ABM, however, the duration of the cycle is shortened, because all prospects are fed simultaneously .

ABM has the advantage of accelerating this process . Indeed, thanks to the relationship and trust you have been able to establish, you can take your prospect through the buyer's journey faster than usual. The point is that you have a more direct line into the decision-making process.

4. Better return on investment

ABM implies direct marketing most committed target accounts This quickly eliminates unskilled prospects. You thus minimize loss of time, save costs and reduce the risks. According to Altera Group, 97 % of companies using an ABM approach have recorded higher investment feedback than with any other marketing strategy.

5- Fewer wasted resources

This approach also allows for better optimization of resources . Indeed, these are concentrated on a small number of accounts which are the most likely to close sales.

6- Better monitoring of results

Account -based marketing is precise and measurable . In addition, there are far fewer parameters to follow in your ABM efforts compared to other BtoB . As you set specific objectives for specific accounts, you can almost instantly recognize if your efforts have borne fruit. By measuring your results , you will be able to easily identify your successes and failures . You can then continue your campaign while refining your strategy.

Using dynamic ABM with Magileads

Magileads ' SaaS solution allows you to use dynamic ABM during your marketing campaign. For this purpose, you have dedicated functionalities for:

Identify

Identify the companies and know who you want to target (specific accounts).

Engage

Create personalized content and campaigns by function in the company.

Message testing

Test several different sentences about a function in the company

Prospect engagement

Once you find a gateway to communicate with a contact from these accounts, you can maintain the relationship with the contact in order to gain their trust.

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