Online Marketing Amsterdam

Account Based Marketing: focus your marketing on the customers who really make a difference

About account-based marketing

Account-based marketing (ABM) is a targeted marketing strategy where you develop entire campaigns for a select number of strategically chosen accounts. Instead of broad targeting, you focus on specific companies that have the most potential for sales, growth and long-term partnerships. By having sales and marketing work closely together, you tailor all communications, content and campaigns to the needs of these key accounts.

With ABM, you reach decision makers more effectively, build stronger customer relationships and increase the ROI of your marketing efforts.

Description of account-based marketing

Account-based marketing is all about quality over quantity. You carefully choose the accounts you want to target, develop an in-depth customer profile (often based on CPI analysis and audience research), and tailor all communications and contact moments to that account’s specific challenges and goals.

This approach works great in B2B markets with complex decision-making and long sales cycles. By using persona mapping, audience segmentation and marketing automation, you can develop hyper-targeted campaigns that have more impact than traditional marketing.

What to expect:

Selection of high-value accounts based on data and strategic criteria
Comprehensive account profiles including decision makers and influencers
Personalized campaigns and content for each account
Close collaboration between marketing and sales teams
Measurements and optimizations at the account level

Sample applications

Launch a new B2B proposition with existing top clients, using positioning workshops and proposition development to establish a sharp brand proposition.
Target strategic prospects with personalized account-based marketing campaigns, supported by in-depth audience research and buyer persona development.
Retention campaigns for key accounts, using storytelling and content creation to reinforce the brand story and increase customer loyalty.
Cross- and upsell campaigns within existing customers, supported by marketing automation and lead nurturing, aimed at optimizing the entire customer journey.
Co-creation tracks with strategic partners, developing branding tracks, brand activation and collaborative content formats for a consistent brand identity.
Develop digital marketing strategies with a full-funnel approach, including social media advertising, LinkedIn campaigns and performance marketing, specifically tailored to the needs of key accounts.
User flow optimization and conversion-oriented design (CRO) for landing pages and microsites developed specifically for specific accounts within an ABM deployment.
Use of account-based marketing software linked to CRM systems and marketing automation platforms to gather relevant information and target campaigns.
Integrate AI marketing tools such as AI copywriting and automation workflows to create and distribute personalized content at scale within large accounts.
Execution of employer branding and employer marketing campaigns aimed at strengthening brand strategy at strategic accounts.
Application of brand archetypes and tone of voice development to make communication in ABM campaigns consistent and recognizable.
Creative concept development and video production, including short form video and animation video making, to powerfully convey the message of the campaigns.
Organize positioning consulting and innovation workshops to refine differentiation strategy and go to market strategy for selected accounts.
Implement data-driven optimization using web analytics, conversion tracking and A/B testing to continuously improve the effectiveness of ABM actions.
Develop branded content and creative social media post design to drive engagement within the target audience of key accounts.
Use of storytelling and content strategy to support brand development and brand activation within ABM processes, strengthening relationships with major clients.

Our process for conducting audience research

Account Selection: Together we determine which accounts have the most growth potential.
Gain insights: We do audience research, CPI analysis and persona mapping to fully understand each account.
Campaign development: we create personalized content, propositions and customer journeys.
Implementation: We deployed multichannel campaigns through LinkedIn, email and events, among others.
Evaluation: We measure impact at the account level and make adjustments for maximum results.

Why account-based marketing is indispensable to your growth strategy

Account-based marketing puts your marketing and sales efforts exactly where it will have the most impact: with selected accounts that add real value. Unlike traditional marketing, which often targets a broad audience with generic messages, ABM focuses tailored campaigns on specific accounts with high strategic value. This provides a higher return on investment (ROI), as you generate valuable leads that fit your ideal customer profile with targeted campaigns.

ABM goes beyond marketing; it is an integrated approach where marketing teams and sales teams work closely together to deliver a customized customer experience that addresses the specific needs of high-potential accounts. As a result, you improve the entire customer journey and build long-term relationships with large customers and named accounts.

Account Based Marketing: what exactly is it?

Account-based marketing (ABM) is a strategic approach where you target marketing campaigns to pre-selected, valuable accounts rather than a broad target audience. This approach provides a deep understanding of the challenges and needs of each specific business so that your marketing activities and content creation are closely aligned with what these accounts really need. This focus makes campaigns more effective and increases return on investment.

Account Based Marketing Software: the key to success

A good account-based marketing effort is supported by specially developed account-based marketing software. These tools often integrate with your crm system and marketing automation platform, allowing you to easily collect data, personalize campaigns and monitor results. With this software, you can identify the right target accounts, distribute relevant content across channels and optimize collaboration between marketing and sales teams. This increases the chances of conversion and ensures a higher ROI.

Inbound Marketing and Account Based Marketing: a powerful combination

While inbound marketing focuses on attracting potential customers through broad content marketing and SEO, account-based marketing focuses on targeted campaigns for specific accounts. By combining inbound marketing with ABM, you can both address a broad market and personally target the most promising accounts with customized content and campaigns. This way, you leverage the best of both worlds and generate valuable leads that are ready to work together.

Personalized Content: the engine of ABM

Personalization is the heart of account-based marketing abm. By developing specific content that addresses the unique challenges and needs of your target accounts, you ensure maximum relevance and engagement. Personalized content can range from customized white papers and case studies to personalized emails and advertisements. This approach strengthens relationships with existing customers and attracts new, valuable leads.

Based Marketing: a new standard in B2B

Based marketing, or account-based marketing, is the new standard for B2B marketers who want to excel in a competitive marketplace. By targeting specific accounts with high potential, you maximize the impact of your marketing campaigns. This leads to better sales opportunities, higher conversion rates and more efficient use of your marketing budget.

Account Based Marketing ABM: working together for results

Successful ABM requires close collaboration between marketing and sales teams. By sharing knowledge and setting common goals, teams can develop targeted campaigns that address the specific needs of different accounts and roles within the client organization. This collaboration ensures a consistent message and a seamless customer journey, leading to higher return on investment and lasting customer relationships.

Content Creation: customization for your target audience

Account-based marketing is all about developing customized content that meets the needs and challenges of your selected accounts. This requires a deep understanding of your target audience and the use of various channels such as email, social media, and events. By providing relevant content, you increase engagement and drive conversions within your target accounts.

Return on Investment: measurable success with ABM

One of the biggest benefits of account-based marketing is the higher return on investment (ROI) it provides. By targeting your marketing campaigns to specific accounts with high potential, you get more out of your budget and generate valuable leads that convert faster. Using account-based marketing software and a crm system, you can accurately measure and optimize results for even better performance.

Chance Accounts: focus on what matters

ABM focuses on promising accounts that are strategically important to your business. By selecting these named accounts and approaching them with targeted campaigns, you increase your chances of successful collaborations and long-term customer relationships. This makes ABM a powerful approach to strengthen your market position and achieve growth.

Account Based: the right approach for your ideal client

You determine the success of account-based marketing by creating a clear ideal customer profile. This profile helps you select the right target accounts and focus your campaigns on companies that best fit your product and services. This way, you ensure efficient use of resources and maximum impact of your marketing strategy.

E-mail: personal and effective contact

Email remains one of the most effective channels within account-based marketing. By sending personalized emails to decision makers within your target accounts, you can directly address their specific needs and challenges. This strengthens the relationship, increases engagement and helps generate valuable leads and sales opportunities.

Reviews

Becky's Bootcamp

Ontzettend blij met Michael en Jasper. Ze zijn ontzettend vriendelijk, meedenkend, enthousiast en willen je ook echt helpen groeien. Wat ik persoonlijk heel fijn vind is dat ze bij een ''startende onderneming'' budgetwijs meedenken. Michael en Jasper voelen heel vertrouwd, en dat is heel fijn samenwerken. (Ow en.. wij zijn pas een maand of 3 bezig, en ik ben al zo hard gegroeid! Op naar meeeeer!!)

Robin Jansen Hendriks, Local Minded

Deze creatieve professionals weten hoe het werkt! Een fijn team om mee samen te werken met echt veel online ervaring in huis.

Odile Kransky-Jans

Oplossingsgericht is key bij OMA, de heren zijn zeer flexibel in het leveren van kwaliteit! Vooral sterk in video, pack-shots en Google Ads. Meerdere malen met OMA gewerkt o.a. voor Heineken.

Oliver

Zeer professioneel en creatief team! Ze denken echt mee en hebben onze online zichtbaarheid sterk verbeterd. Aanrader voor iedereen die op zoek is naar resultaatgerichte marketing.

Allon Kijl

These (Interactive) Marketing Guys Really know what they are doing. Undoubtably an added value to any company. Both Jasper and Michael helped us realizing some of our marketing goals, besides being just two great guys to grab a beer with. Thanks guys! Looking forward to our next meeting!

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