How to Successfully Set Up and Measure Your Account-Based Marketing Strategy

4 common traits and a breakdown of the technical system

Photo by Daria Shevtsova on Unsplash

The first lesson in this article is to stop thinking differently about ABM and B2B.

Sangram Vajre is spot on when he exclaims that “ABM is B2B.” There is no real difference. Whether named or unnamed, every single campaign you launch as a B2B marketer caters to personas in different accounts.

Another reality about account-based marketing is that due to the nature of omnichannel marketing and the fact that every prospect does its own research, you’re going to have to process different sets of traffic no matter how much control you think you have over your funnels.

With these two things in mind, let’s look at what’s common in a successful ABM strategy, and also how to segment your audience in a way that tells the story of all the steps in your user acquisition models.