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B2B Account Based Marketing

Get more high-value B2B customers with hyper-targeted, personalised campaigns

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The Lead Agency understands the nuances of B2B marketing. We don’t find customers for your services; we find solutions for your customers’ businesses.

And we communicate these solutions to a hyper-targeted audience through account-based marketing (ABM), generating more qualified leads and helping our clients build stronger customer relationships.

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Our approach

ABM is a misused buzzword often applied to any range of hyper-targeted or long-term campaigns. At The Lead Agency, we do real account-based marketing, which requires expertise across a wide range of fields, including overall strategy, asset creation, digital marketing channels, tech stack integration, and data visualisation.

We consider ourselves an extension of your business and deploy our team to go above and beyond, ensuring technical complexities are overcome and that you have the right programs and infrastructure in place for an effective account-based marketing campaign.

We visualise the full ABM buyer journey through our client’s chosen content management system (CMS), content relationship management (CRM) system, marketing automation, and data visualisation tools.

We tailor our strategies to your conversion objectives, from generating new accounts to expanding existing accounts and pipeline acceleration.

We use quality databases to unlock the potential of your addressable audience and meet your key growth aspirations.

We create multi-touch omnichannel campaigns that are mapped to buyer signals to engage prospects through the lead nurture journey.

How we LEAD

Applying the LEAD Principle, we identify core strategies to break down your business's complicated processes so that we can develop and deploy a comprehensive marketing program. This is how we LEAD:

Learn - b2b digital marketing

We identify your ideal client, learn what makes them tick, where to find them, their business problems, and how you solve them.

engineer - b2b digital marketing

We engineer comprehensive marketing programs to uncover your audience's key insights, segments, drivers and objections.

act - b2b digital marketing

We run agile programs, measuring outcomes to quickly act and optimise for the best results.

deliver - b2b marketing

Whatever solution we implement, we deliver against your goals.

Your benefits

b2b digital marketing

A pipeline of quality prospects that add value to your business

We deliver tailored ABM strategies for our clients by comprehensively analysing your business, target personas, ideal customer profile, and competitive landscape. The key to a successful ABM campaign lies in audience identification.

Through thorough research, we find the areas where your business offerings are a good fit and create hyper-focused databases of quality contacts that are of value to your business. We then introduce strategies to build and nurture relationships with them.

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Communication that nurtures prospects and drives action

An effective account-based marketing strategy requires customised communication with your target companies or accounts. We conduct a content audit to understand your customers and design the necessary content to support your ABM campaign. In parallel, we assess your existing business assets, identify opportunities for repurposing assets and identify the final content that will need to be created.

b2b digital marketing

Efficient, streamlined account-based marketing alignment

Account-based marketing creates alignment between sales and marketing teams as they work together to land the key accounts that are crucial for overall organisational growth. With shared objectives, it becomes essential for both teams to operate as a cohesive and tightly integrated team. This results in significant efficiencies in the use of sales and marketing resources.

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Increased relevance through progressive personalisation

Personalisation is the key to a successful ABM campaign. As the campaign progresses, we gather the accumulating data and insights about the accounts, which we can use to create and deliver more targeted and personalised content. Delivering tailored content that directly addresses the audience’s specific challenges and goals makes them more likely to engage with the campaign and respond positively.

b2b digital marketing

Multi-touch omnichannel ABM strategies

A B2B customer will use around six interaction channels during a typical buyer journey. In addition, a buying committee will typically consist of six to ten decision-makers. As such, ABM is most effective when it makes use of multiple online channels to target the audience wherever they are. To effectively implement authentic ABM across various digital channels, you must have access to in-market data and a method of account scoring. At The Lead Agency, we take a holistic approach to the customer experience and know how to engage prospects across all channels.

Case Study

Account-based marketing (ABM)

Developed a comprehensive ABM strategy, leading to significant lead generation and increased sales opportunities.

Read the case study

What makes The Lead Agency different

Account-based marketing (ABM) frequently asked questions

Account-based marketing (ABM) is an individualised and data-centric marketing strategy that encompasses both marketing and sales. The aim of ABM is to engage specific target accounts and cultivate strong relationships with them.

Unlike the conventional sales funnel, ABM flips the approach by prioritising opportunities within strategic client accounts rather than pursuing a broad range of leads based on buyer personas or profiles.

Through ABM, the emphasis is placed on a select group of key accounts—usually those with substantial growth and revenue potential. Tailored campaigns are crafted and implemented for these key accounts, using data-driven insights to foster deeper engagement compared to traditional methods.

ABM shows immense potential in driving success within B2B marketing. When implemented correctly, it enables precise targeting of relevant accounts with tailored messaging, fosters key account relationships and enhances overall customer experiences.

The key to those results is to use the ABM strategy to gain deeper insights into customer behaviours and preferences, allowing for the creation of more personalised and targeted campaigns.

The following are some of the key benefits of an ABM strategy:

  1. Improved ROI: By concentrating efforts on specific accounts, ABM campaigns are highly effective and efficient, leading to improved return on investment.
  2. Increased Engagement: Targeting key accounts with personalised messages boosts engagement metrics and cultivates stronger customer relationships.
  3. Refined Targeting: ABM empowers marketers to segment and target customers more accurately, considering their unique needs and preferences.
  4. Enhanced Customer Experience: An ABM approach can create a tailored and customised customer experience, fostering loyalty and increasing customer retention.
  5. Strengthened Relationships: ABM facilitates the development of personalised campaigns to build robust relationships with key accounts.
  6. Better Data Insights: ABM provides valuable insights into the behaviours, buying patterns, and preferences of target accounts, enabling the creation of more effective and impactful campaigns.

A successful ABM program requires a thorough understanding of the target market before implementing practical plans to engage and communicate with them effectively. To do this, you must identify potential accounts and develop buyer personas to build your insights around their specific needs.

With this knowledge, you can tailor content, messages, and campaigns that cater specifically to these accounts. Beyond that, you can leverage your data and insights to identify the most suitable (or even untapped) channels to expand your reach and refine your content strategy.

When implementing an ABM program, the key focus should be on fostering relationships and establishing personal connections with the target accounts. This can be accomplished by creating communications designed to build relationships and deliver personalised experiences. Lastly, tracking and measuring the results of campaigns is paramount to ensuring the program’s effectiveness.

When developing an ABM campaign for your business, consider the following:

  1. Develop a persona-based strategy by mapping out customer profiles and prioritising the customer segments most likely to convert.
  2. Use content marketing to nurture leads and drive conversions.
  3. Leverage data and analytics to identify customer trends and uncover valuable insights.
  4. Adopt omnichannel marketing strategies to engage customers across multiple platforms.
  5. Personalise the customer experience to establish long-term relationships and foster loyalty.
  6. Monitor customer engagement metrics and optimise campaigns to achieve superior results.

Account-based marketing may appear unfamiliar to those accustomed to a sales pipeline approach, as metrics like the number of qualified leads, prospects, and similar categorisations do not easily align with the ABM model.

One of the major distinctions is that ABM revolves around establishing high-quality relationships with a select group of key influencers and decision-makers rather than playing a numbers game in hopes of attracting a large number of qualified leads. Additionally, traditional funnel metrics cannot be effectively employed due to the limited number of accounts.

The extended sales cycles associated with ABM influence the metrics that should be considered. As the objective of ABM is to cultivate stronger relationships over time, engagement becomes an increasingly important metric (as opposed to marketing and sales-qualified leads).

Implementing ABM necessitates close collaboration between sales and marketing to generate tangible outcomes.

ABM is highly targeted, making it an excellent strategy to minimise resource wastage. By focusing on key accounts that have the potential to generate significant revenue, account-based marketers concentrate their efforts and resources where they matter most. This approach optimises their most valuable resources: staff time and money.

In addition to maximising the efficiency of marketing and sales resources, this strategy strengthens the relationships and communication channels between sales and marketing, significantly benefiting business operations.

Instead of spending time and resources on acquiring and managing numerous small accounts, ABM allows you to target well-established companies and win high-potential accounts that hold value both now and in the future.

Moreover, ABM improves your ability to track marketing ROI. With fewer investment points and a controlled and easily traceable sales funnel, marketers can quickly identify which strategies are effective and gauge client responses, thereby determining the highest returns on investment.

ABM is all about personalised campaigns, with distinct tailored messages for each target account. It’s highly customised, precise and efficient, making it particularly well-suited to B2B businesses targetting large, high-value accounts.

Industries like software, manufacturing, industrial and financial services commonly adopt and benefit significantly from an ABM strategy, as these industries have to rely on strong relationships with key decision-makers to achieve success.

Businesses in the technology, consulting and professional services sectors also utilise ABM, as they frequently cater to niche audiences and specialised markets.

Ultimately, any company seeking to target accounts with substantial lifetime value and forge connections with key decision-makers has the potential to see significant results by implementing an ABM approach.

When deciding on an appropriate ABM strategy, you have to consider your target audience and the specific campaigns you intend to execute. We recommend focusing on the desired campaign outcomes, defining measurable success metrics, and determining the channels that should be used.

Establishing a well-defined strategy and process is crucial before launching an ABM campaign. This strategic foundation will help to streamline the identification of campaign components and the creation of a communication roadmap.

By harnessing suitable channels, targeted messaging, and personalised campaigns, you can unlock the full potential of B2B ABM, driving growth and accomplishing campaign and business goals.

Several influential trends are fueling the momentum of account-based marketing in overall B2B marketing strategies. Namely, the growing focus on customer engagement and satisfaction, the increasing demand for data-driven marketing strategies, and the pursuit of maximising ROI on marketing investments.

Businesses today understand the importance of customer-centric strategies that enable them to understand and anticipate customer needs and, as a result, enhance customer engagement and satisfaction. Account-based marketing empowers businesses to do just that by customising their marketing efforts for specific customers, elevating the overall customer experience.

As organisations aim to optimise their return on investment, data-driven marketing tactics, like ABM, again reveal their potential. By utilising customer data at the account level and leveraging marketing automation technology, businesses can deliver highly targeted messages to customers in a cost-effective manner.

ABM also allows organisations to strategically allocate resources, focusing on the most valuable accounts, which, once more, leads to improved ROI on marketing activities. By precisely targeting the right accounts, businesses can reduce customer acquisition costs while simultaneously increasing revenue.

Sales and marketing departments each play a crucial role in securing significant deals generated by ABM. While these intertwined departments often struggle to find common ground—due to their differing perceptions of their roles within the company—the success of an ABM campaign relies on their ability to collaborate.

In an ABM strategy, marketers focus on winning an entire account rather than generating individual leads for sales to close. Consequently, debates concerning lead quantity and quality become irrelevant. Sales and marketing teams unite as a cohesive unit, working towards a shared objective: winning accounts.

With ABM, all messaging and communications to prospective clients are tailored to individual accounts, aiming to resonate with these specific target audiences. As B2B marketers, we know that personalised marketing strategies contribute to increased engagement.

For instance, we will personalise email introductions by addressing recipients using their names rather than using generic terms like “Dear Customer.” Account-based marketing takes personalisation to the next level by crafting content specifically designed for key decision-makers addressing their unique problems and needs at each stage of the buyer journey.

Content should be comprehensive and extensively researched to capture their attention and guide them seamlessly to the next stage. By prioritising customer-centric content that adds value to the reader, ABM creates an exceptionally positive experience for the customer.