What is an ABM Sales Strategy?

[sakibkhan22197]

Partner With an Award-Winning Lead Generation Agency
Partnering with a reliable B2B lead generation agency can be a game-changer for your tech comThe B2B marketing environment is becoming increasingly fragmented and dynamic. The rise of digital marketing channels has given customers more control over how, where, and when they interact with brands. In today’s world, account-based marketing (ABM) is helping businesses meet the changing landscape of the buyer’s journey by focusing on specific companies and their unique challenges rather than trying to reposition the most common problems plaguing prospects.

But what exactly is ABM? How does it differ from conventional B2B marketing practices? And why should you adopt an ABM approach in your business? By the end of this article, you’ll have all the answers to these questions and be ready to build an ABM roadmap to incorporate into your company’s sales strategy.


Account-Based Marketing (ABM) is a coordinated B2B strategy between sales and marketing that focuses on converting specific companies into customers by attracting and engaging key decision-makers and influencers.

In other words, ABM strategies help you narrow in on your best-fit accounts while, at the same time, avoiding the efforts that would be wasted on prospects that are unlikely to buy. Because the targeting is so chile cell phone number database concentrated when using an ABM approach, 80% of marketers surveyed say that customer lifetime values increased.

However, ABM strategies aren’t purely customer acquisition tactics. Upselling and cross-selling opportunities are also good candidates for ABM. Keep this in mind as we go through the process of building a roadmap so you can decide how to split your efforts accordingly.

Account-Based Marketing Strategies
The evolution of ABM over the years has divided this strategy into three methodologies, according to ITSMA. Let’s break them down, going from the lowest to the highest level of ABM complexity.

Programmatic ABM (one-to-many): Closer to traditional B2B marketing but powered by technology, this strategy advocates the promotion of relevant marketing materials to accounts based on online behaviors and distinct commonalities. It’s the fastest way to do personalization at scale. Most companies are already implementing programmatic ABM in one way or another.
ABM Lite (one-to-few): Those who subscribe to the ABM Lite strategy focus on tight-knit groups with which to market that are carefully curated based on specific, shared business challenges. ABM Lite is more targeted in comparison to programmatic ABM. But just like the lite version of your favorite app, performance is limited.
Strategic ABM (one-to-one): The epitome of these methodologies is Strategic ABM. It’s what most of us think of when we picture account-based marketing in action. In this method, marketing and sales single out high-value potential clients with bespoke content and programs created based