Account Based Marketing

For example, a software company selling an enterprise CRM solution might implement an ABM strategy by first identifying 50 target companies that match their ideal customer profile. Their marketing team would then research each company's specific pain points, decision-makers, and business objectives. Instead of running generic ad campaigns, they would create personalized content for each account—such as custom case studies highlighting industry-specific ROI, tailored email sequences addressing the target company's particular challenges, and personalized landing pages that speak directly to the organization's needs. The sales team would simultaneously develop relationship-building strategies with key stakeholders at these companies, providing them with relevant insights and solutions. By focusing their resources on these high-value accounts rather than casting a wide net, the software company achieves higher engagement rates, more meaningful conversations, and ultimately, larger deal sizes with better-fit customers.