The business-to-business (B2B) strategy known as Account Based Marketing has existed for more than a decade now…but still; it seems widely misunderstood and under-utilised by many.

This is a great shame.

Perhaps we are just tiring of all the marketing buzzwords constantly flung around (which I completely appreciate!) or maybe ABM seems too ‘traditional’ to those unfamiliar with the approach – but uncovering its true meaning and the modern methods behind ABM should certainly widen a few eyes.

An account (or ‘named account’, as it is commonly known) is simply a company that is identified as a valuable prospect.

Think of ABM like this:

Aside from incredibly-optimized search engine or social ads, typical B2B marketing is spray and pray compared to Account Based Marketing. Instead of a large net flung aimlessly over the entire sea, ABM is like launching a laser-targeted harpoon to catch the prize fish.

I can sense your eyes widening.

ABM is the process of discovering and targeting highly-desirable potential prospects, before pushing ultra-personalised communications their way…until you gain them as a client.

“92% of B2B brands focusing on ABM say it is either
‘extremely’ or ‘very’ important to their marketing efforts”

(Source: Sirius Decisions)


Sam Hurley
About the Author
Sam Hurley is a lateral-thinking digital marketer holding solid experience in both agency and client-side settings. He is the Founder of Digital Consultancy venture: OPTIM-EYEZ. He has achieved success for SMEs, national to international blue chip organizations while being ranked as the world’s #1 digital influencer by Webinale and #2 most influential digital marketer by Onalytica. He was also commended as one of the top 3 content marketing influencers of 2016 by ScribbleLive. Catch him on Twitter and LinkedIn for cosmic amounts of helpful material on entrepreneurship and marketing!

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