Insights · Follow up · Account-based marketing
Account-based marketing: a practical guide for UK B2B firms
By Ray A, Head of Marketing and Strategy
Published · 3 minute read
The short answer
Account-based marketing (ABM) targets a defined list of companies, and the decision-makers inside them, with ads, content and outreach tailored to each. It suits B2B firms selling high-value services to a small number of large customers. Choose your accounts with sales, group them into tiers, reach the buying team on LinkedIn and by email, and measure engagement and pipeline by account rather than lead volume.
Traditional lead generation casts a net and sorts what it catches. Account-based marketing works the other way round. You decide exactly which companies you want to win, then market to them directly. For firms with a few dozen dream clients, it is often the most efficient approach there is.
When does ABM make sense?
- Each new client is worth a lot, often tens of thousands of pounds or more a year.
- Your ideal customers can be named: a list of a few dozen to a few hundred companies.
- Several people are involved in the buying decision.
- Your sales cycle is long.
The three tiers
| Tier | Accounts | Approach |
|---|---|---|
| One to one | A handful of top targets | Fully tailored content, outreach and events for each |
| One to few | Groups of similar accounts | Content and ads tailored by industry or problem |
| One to many | Hundreds of accounts | Targeted campaigns with light personalisation |
How to run an ABM programme
- Choose the accounts with salesAgree the list together, by fit and by likelihood to buy.
- Map the buying teamFor each account, the job titles involved: the decision-maker, the user, the budget holder.
- Reach them on LinkedInUpload your company list as a matched audience and target the right job titles inside those companies.
- Add personal outreachShort, relevant emails from sales to named contacts, with an easy opt-out.
- Offer something specificA benchmark, audit or insight about their industry, not a generic brochure.
- Measure by accountEngagement, meetings and pipeline per account, not leads overall.
About the author
Ray A, Head of Marketing and Strategy. Ray leads marketing across Lead Gems. He sets the strategy behind every client account, from the offer to the channels, and oversees every campaign so it wins clients, not clicks.
Meet the team →