Account-based Marketing (ABM) in B2B industries


Account-based marketing (ABM) has emerged as an important marketing strategy in the marketplace due to its ability to meet the needs of B2B customers. ABM is a strategic approach to marketing that focuses on identifying accounts and tailoring personalized marketing strategies for each. Unlike traditional marketing, ABM is tailored to individual customers and provides a deeper, more holistic view of their business. ABM aims to assist B2B marketers in forging deeper connections with clients, generating more leads, and closing more sales. All of these will ultimately result in a higher customer lifetime value.

What is Account-Based Marketing?

ABM is a marketing strategy that focuses on individual customer accounts to generate high-value leads and maximize sales performance. Rather than the traditional one-size-fits-all marketing strategies used in outbound marketing, ABM takes a more targeted, account-specific approach. ABM campaigns allow marketers to target specific businesses and create campaigns tailored to their unique needs. Companies have begun to recognize the value of focusing on individual accounts and using personalization to build stronger relationships with customers.

It is important to note that ABM is not just about delivering more personalized content. Understanding customer needs and providing customized strategies to meet those needs is key. This is about moving away from the traditional “shotgun” marketing approach and focusing on more targeted campaigns focused on individual customers and the value they bring to the business.

Why is Account-Based Marketing effective?

ABM is a powerful tool that can help B2B marketers acquire, engage, and retain customers and improve overall customer lifetime value. B2B marketers can strengthen their relationships with customers by understanding their customers’ individual needs. This can be done by creating content and campaigns that meet those needs.

This is especially beneficial when targeting large accounts, as ABM enables marketers to better understand their customers’ needs and create campaigns tailored to those needs. This helps to protect existing accounts and build trust and loyalty, while also helping to acquire new customers.

Not only can ABM help to acquire customers and build loyalty, it can also provide a more effective way to measure the success of campaigns. ABM enables B2B marketers to monitor client interaction and conversions, which enables them to tweak campaigns and improve outcomes. 
This is particularly useful for improving campaign ROI.  Marketers can track budget spend and results to see where the most value is coming from.

How to implement Account-Based Marketing

The first step in implementing a successful ABM program is to identify your target accounts. Understanding your customers’ wants and goals is key to creating personalized campaigns that meet those needs. Additionally, you should consider the company profile, including demographics, industry, and competition. Create more targeted and effective campaigns.

Once target accounts have been identified, it is important to create campaigns that are tailored to those specific accounts. This includes creating personalized communication strategies and campaigns based on client needs and interests. Additionally, it is important to create a central repository of data such as customer engagement data, sales history, customer purchase history, and demographic information in order to create campaigns that are more successful and tailored to customer needs.


Account-based marketing is a powerful tool that can help B2B marketers increase customer lifetime value, acquire new customers, and create more meaningful relationships with customers. Through a targeted and personalized approach, B2B marketers can deliver campaigns tailored to each client’s needs and optimized for ultimate success.

Through understanding customer needs, utilizing personalization, and tracking customer engagement and conversations, B2B marketers can take advantage of ABM and create campaigns that are more successful and more likely to result in increased ROI.

About Apoorva: 

Apoorva is a technology services company that assists software products with ideation, developing prototypes, programming, creating a digital marketing presence and accelerating sales through direct contact. Over 150 for-profit and non-profit organizations, such as Xcel Energy, PeopleCare Health Services, Frontier Airlines and Centers for Spiritual Living have trusted Apoorva to build software. 

Apoorva was founded in 2001, has more than 50 employees, and uses proprietary and proven methodologies to bring technology products to the market. Contact us / Visit for more information.