What is ABM? – FOLKLORE DIGITAL

What is ABM?

Account-Based Marketing is a powerful strategy for businesses looking to grow by nurturing
relationships with specific high-value clients and prospects. It is especially effective in
complex B2B sales environments with long sales cycles and multiple decision-makers.

The key idea behind ABM is to treat individual target accounts as a market of their own,
tailoring marketing efforts to the unique needs and characteristics of your target accounts
to warm them up and ensure they’re as likely to engage with you and your sales team as
possible.

Our methods are thoughtful, targeting the right companies at the right times, gaining a rich
understanding of their needs, and ensuring that you can offer tailored collateral to show
that you can meet those needs.

Who can benefit from ABM?

Technology (SaaS, IT or cloud computing)
Professional services (management consultancy, legal or financial services)
Healthcare
Government Banking and finance
Creative, Marketing and PR agencies
Supply chain and real estate
Any other B2B or high-value B2C industry

We offer a range of ABM solutions:

Strategic ABM:

One-to-one

Hyper-personalised

Targets highest value individuals at key account

This approach focuses on personalising strategic campaigns directed at high value individuals at target accounts, often with one-to-one marketing. It involves highly customised and personalised campaigns. This is for targeting ‘Whales’: directors and c-suite decision makers.

Selective ABM:

One-to-several

Personalised Targets

Key accounts within specific industries or verticals

This approach targets a larger set of gatekeepers or other key individuals at a selection of target accounts, often within a specific industry or vertical. It involves a higher degree of personalization compared to traditional marketing but is less resource-intensive than strategic ABM

Systems ABM:

One-to-many

Semi-personalised

Targets specific industries or verticals

Usually used alongside either Strategic or Selective ABM, this approach combines elements of both traditional mass marketing and ABM. It uses technology and data automate some aspects of account targeting and engagement while still delivering personalized content and messaging.