Types of ABM strategies for B2B companies

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Once we have defined what ABM is and we know when and how to start an Account Based Marketing strategy , we will tell you about the different types of ABM that can be done.

Depending on the number of accounts we want to reach, the amount of resources we have available and the degree of customization of each campaign, we distinguish three types: one to many, one to few and one to one strategies .

5.1. One to Many Strategy
This is an ABM strategy in which we focus on a broader critical mass of client companies. Therefore, within the ABM strategies it would be the least personalized. The one that is most closely related to an Inbound Marketing strategy.

In this type of strategy, there is less segmentation. For example, uae email list we can create a strategy focused on a specific sector throughout Europe. The critical mass of companies we target will be greater. We can use resources such as ADS campaigns and automation technology.

It is ideal for companies whose product or service does not have a very high cost, and when the customer's lifetime value is low.

5.2. One to Few Strategy
In this type of strategy we close the segmentation a bit . This allows us to make a much more personalized experience. In this case, we have technology, personalized content and human team (sales and marketing) available for the development of the strategy.

The cost of doing so is higher, so the lifetime value of customers must be higher. This will allow us to have a positive ROI (return on investment).

Discover how to measure ROI in Marketing
Learn how to calculate your company's ROI (Return on Investment)
An example of a one-to-few strategy is one in which, after carrying out a precise segmentation and creating a list of accounts that we want to attract, the sales team develops a personalized approach strategy through social networks.

5.3. One to One Strategy
In a one-to-one strategy , we focus on attracting a very specific number of accounts. Let’s call them “top accounts.” This ABM strategy is perfect for companies whose customers have a high lifetime value . That is, they can afford to invest a lot of resources in acquiring new customers.

In this case, technology, content and sales team are 100% available for our account-based marketing strategy.

For this type of strategy we could send physical gifts, we could create events, seminars, experiences... In this case, we can get more creative. Differentiation is key in ABM Marketing!



ABM Keys

6. Advantages of applying an ABM strategy
If at this point we are sure of implementing an ABM strategy, these are some of the advantages we could obtain:

Improve ROI : For those companies prepared to implement an ABM strategy, it offers a higher ROI (return on investment) than any B2B marketing tactic or strategy.
Increase efficiency : ABM strategy is all about personalization and focus. Instead of creating a wide network of new contacts, we look for ways to target key accounts and people in specific organizations.
Personalized brand value : Target customers are more likely to engage with content that has been created specifically for them and relevant to their business.
Goal tracking and increased sales : Because of the close alignment between sales and marketing in an Account Based Marketing strategy , goal tracking is easier. Plus, 171% of companies see an increase in the average value of their sales. And we have full data traceability, from start to finish. Take note of these: 5 account-based marketing actions for your sales team.
Improve customer experience : ABM is not just about acquiring new target accounts, but also about retaining and growing them. An example of an ABM strategy could be cross-selling or upselling to existing customers.
I'm leaving at your disposal our webinar on how to manage an ABM marketing strategy with HubSpot as a work tool. We also explain what ABM is. Download it by clicking on the image!

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