Account-Based Marketing: Past, Present & Future


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Digital marketing is constantly changing, and it is not important what kind of strategy you are going to use, because there will always be something new to implement. There are so many types of marketing that it becomes difficult which marketing strategy to use and which not to use.

Imagine a world where you can start sales management with the accounts that most closely match your buyers and that also provide the most value. With account-based marketing, all of this is possible. The method, which is incredibly valuable when updating B2B marketing procedures, allows you to fine-tune your deals and promotion groups from the start to advance long-term business development.


  • It is a type of marketing that focuses on a specific company. Campaigns are personalized to the account and can produce exciting results.
  • Personalization is a key factor in marketing. Communications and content are tailored entirely to the needs of potential buyers, hence the high success rate.
  • Account-based marketing or account marketing is important because it targets a specific audience and can help maximize ROI (Return on Investment) and attract more high-cost customers. Over time, this increases customer retention and, overall, improves the company’s ROI.

What you should know about account-based marketing

When we talk about account-based marketing, we must take into account the main objective of this marketing strategy, which is to teach your potential customers. This involves sending personalized content to the accounts of potential prospects until they become customers. Next, let’s dive into the world of account marketing.

What is account-based marketing?

Account-based marketing or account marketing is a type of marketing that focuses on a specific company (account). Campaigns are customized for the account and can produce impressive results.

Account-based marketing works by creating campaigns for very specific audiences. By taking specific target groups into account, you can personalize marketing campaigns like never before. Here are some real-world examples of account-based marketing (1).

(Source: Adrian Torres/ Gitnux)

Why should you pay attention to the strategy?

The mind-blowing number of companies using account-based marketing has appeared to make it clear that it is often a procedure worth contributing to. Here are some of the points of interest as to why this concept is garnering so much consideration:

Provides a comprehensive view of the purchasing process

The most remarkable justification for account-based marketing is the reality that it holds as key an irreversible truth: when it comes to B2B, the choice is not normally made by one person. So why should a procedure focus on a single person, if there are other heads considering it alongside them? This would allow a restricted view of the buying process. So it makes more sense to broaden that view and focus on the whole group, with a message centered on the collective greatness of the offer.

It is a growing market

A Demandbase study conducted last year found that 70% of participating B2B companies have half or full ABM programs. How does this information show up? More and more companies are realizing the focal points of account-based promotion over other strategies every year. And they waste no time in preparing and expanding speculations to induce better results.

It’s all about marketing that’s done right

Account-based presentation resembles everything customers need and expect from a brand. 75% of customers favor personalized offers (3). But it doesn’t take much effort to see that showcasing and offers have to focus progressively on specialized attention. The nature of account-based showcasing is to induce to know the choice-makers well and to make a unique message, which creates esteem and persuades them of the benefits of the offer.

What types of account-based marketing exist?

(Source: Adrian Torres/ Gitnux)

What is an account-based marketing platform?

It is a marketing platform that can be used to scale your display campaigns. It allows you to run larger campaigns for smaller audiences.

Why is account-based marketing important?

Account-based marketing is a must, as it targets a specific group of viewers that allows you to maximize ROI and attract more high-cost customers. This increases customer retention over time and generally advances your company’s ROI.

How to use ABM?

It is essential as it targets a particular group of viewers that makes a difference that maximizes your ROI and attracts more high-cost customers. This increases customer retention over time and, overall, advances your company’s ROI.

Who is account-based marketing for?

Many companies, especially those that need to target high-value individual customers, have found that they achieve better results with an ABM approach than with a generalized approach to their promotional campaigns and offers.

ABM requires more customization at the account level, so the cost of upgrading is higher than conventional promotion. Be that as it may, mechanical advances in the marketing industry allow groups to use ABM for much less and on a larger scale.

Phases of account-based marketing

Discover and define high-value accounts

Use all accessible business information and knowledge to prioritize high-value accounts. Consider revenue potential alongside other components such as advertising impact, the likelihood of different purchases and the ability to create above-average advantage.

Analyze accounts and identify key stakeholders

It analyzes the structure of the target accounts and recognizes how decisions are made and who the decision-makers and influencers are.

Define content and customized messages

A compelling ABM activity is based on a valuable substance that addresses the specific and well-defined business challenges faced by the target account. Think about how the content and information you create can address the specific business challenges faced by the account in question.

Choose the optimal channels

Interact with your audience through all the channels you use, such as websites, versatile devices and emails. Analyze which channels will work best with certain profiles or businesses, and take into account the options and restrictions that apply in your region.

Run targeted and coordinated campaigns

It is essential to organize campaigns across all channels and align the efforts of the marketing and sales groups to achieve the most noticeable effect. Innovation enables the marketing group to organize and execute ABM campaigns on a larger scale and with better results than ever before.

Measure, learn and optimize

Test, calculate and optimize ABM promotional campaigns to demonstrate their viability and advance their long-term development. Think about the results of personal campaigns, as well as the patterns of a particular account and the set of targeted accounts, to induce more detailed insights.

Advantages that the strategy can bring to your business

One of the main points we think about when considering an unused marketing strategy is the benefits it will bring to the business. With ABM, this is not distinctive. That’s why we’ve put together a list of the advantages of this marketing strategy (2).


  • Easier to measure ROI
  • Easy alignment between marketing and sales
  • Increased engagement
  • Personalization saves time and money
  • Shorter sales cycle
  • Less wasted resources
  • Better measurement

Relationship of account-based marketing with inbound marketing

Account Based Marketing and Inbound Marketing have certain common elements: first and foremost the innovative basis of personalized content. On the other hand, we have the idea of being exceptionally clear about what the buyer persona is, who you should contact and how you define it. All this can be done through mechanical devices that often cover inbound, such as HubSpot (4).

See other best Marketing Automation Software

The content plan for the buyer persona. An Inbound Marketing team that is used to plan the content for an Inbound Marketing project can be a team that will also be organized to make the essential content for Account Based Marketing. This is usually why some agencies offer inbound services. They may also offer ABM services.

Relationship with inbound sales

The relationship between account-based marketing and inbound sales lies in the fact that there are many ABM activities that we perform on computerized devices, especially in inbound sales. There are more free devices and where we will set up these devices programmed to track customer behavior.


ABM is a marketing technique that helps companies that usually have problems in the performance of promotional campaigns. In other words, companies have been placed to apply through the group of offers. In this case, we can start activities before the commercial activity, which allows us to reach contacts at a more advanced stage of their buying process.

Finally, ABM, like all other promotional strategies, has its own developments. But, just as the computerization of promotion for assurance or devotion display requires much tighter advances, ABM allows the use of some innovations made for various purposes. They are related to the different assignments to be checked or mechanized, making them more sensible tools.

1. Patel, N. (2022, enero 3). Account-based marketing: Past, present, and future. Neil Patel.

2. SiriusDecisions 2016 State of ABM Study. (2016, abril 21). Demandbase.

3. Account-based marketing: what it is and how it works (2019, October 15).; InboundCycle.


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