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In B2B marketing, it’s common to hear someone say, “We do ABM.” It sounds impressive. Strategic. Modern. Like marketing and sales are finally working together to land high-value accounts. But more often than not, it’s just a buzz phrase.
The truth is, most companies claiming to do Account-Based Marketing aren’t doing it. They’re dabbling, maybe running a few segmented campaigns, personalising a subject line or two, and calling it a day. And that’s a big part of why ABM efforts often fail to deliver the expected results.
So what is real ABM, and how can you spot the difference?
ABM Is Not Just Fancy Targeting
Account-Based Marketing is more than putting logos on pitch decks or swapping names in email templates. It’s a strategic shift in identifying, engaging, and building relationships with the accounts that matter most to your business.
ABM starts by selecting a list of high-value accounts based on firmographic data, buying signals, and strategic fit. From there, it’s about creating highly personalised experiences across channels. Each account is treated like its own market, with content and outreach tailored to its unique needs, goals, and decision-makers.
If your approach still feels like a slightly more targeted version of your demand gen playbook, you’re not doing ABM. Real ABM goes deeper. It requires planning, close collaboration between marketing and sales, and a focus on long-term engagement, not just lead capture.
ABM Isn’t a Quick Win, and That’s the Point
Account-Based Marketing works, but not overnight. The impact builds over time. It takes patience, the right tools, and a team that’s willing to stick with it. But the payoff is worth it, bigger deals, faster sales cycles, and deeper connections with the accounts that actually matter.
You might focus on:
• 1:1 ABM:
This is where everything is tailored. Think personalised campaigns built specifically for a handful of high-value accounts. Every touchpoint is crafted to feel one-to-one, because it is.
• 1:few ABM:
Here, the personalisation is still strong, but focused on small groups of accounts that share common traits, maybe they’re in the same industry, have similar challenges, or are at a similar stage. It’s efficient, but still feels relevant.
• 1:many ABM:
This approach leans on data and technology to personalise at scale. It’s ideal when you’re working with a larger list of accounts but still want to deliver content and messaging that feels thoughtful and targeted.
From Saying It to Actually Doing It
So, how do you shift from saying “We do ABM” to building a meaningful program?
• Define Your ICP and Build the Right List:
Start by identifying your Ideal Customer Profile. Who are the accounts that bring long-term value to your business? Use a mix of firmographics, behavior, and intent signals to create a focused list that aligns with your goals.
• Develop In-Depth Account Plans:
Once you have your list, take the time to research each account. Who are the decision-makers and influencers? What challenges are they facing? What solutions matter most to them? Use these insights to shape your messaging and content.
• Align Sales and Marketing for Real:
This isn’t about handing leads over the fence. Sales and marketing should be working as one unit with shared goals, regular communication, and joint accountability for pipeline and revenue. When both teams are aligned, ABM becomes much more than a tactic; it becomes a shared strategy.
• Engage Across Channels:
Emails and ads are just one piece of the puzzle. Great ABM programs use multiple channels to deliver value, whether it’s content, events, direct mail, social media, or one-on-one conversations. The goal is to create meaningful interactions wherever your accounts are active.
• Measure What Matters:
Success in ABM isn’t about how many leads you generate. It’s about how your target accounts are moving through the pipeline. Track engagement, progression, deal velocity, and revenue impact. Use that data to refine and improve your approach over time.
Summing Up
If your ABM efforts still look like slightly more refined lead gen campaigns, it might be time for a reset. ABM isn’t about volume. It’s about precision. It’s about focusing your efforts on the accounts that matter most and creating a strategy that speaks directly to them.
When you stop treating ABM as a buzzword and start treating it as a discipline, the results speak for themselves. You’ll see stronger alignment across teams, deeper customer engagement, and revenue growth that’s directly tied to your marketing efforts.
At Augmentis, we help B2B teams build ABM programs that work. No fluff, no shortcuts, just strategy, execution, and outcomes that move the business forward.
Let’s turn your ABM goals into something real. Feel free to reach out to us at marketing@augmentis.in to get started.