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Marketing is constantly evolving—and with it, customer expectations. Mass emails and broad campaigns often no longer deliver the desired results. Companies are therefore looking for approaches that are more precise, more personal, and more successful. One strategy that is becoming increasingly important is account-based marketing (ABM).
But what exactly is ABM? Why do so many B2B companies swear by this method? And how can you benefit from it too?
Instead of using a “scattergun” approach to address many potential customers at the same time, ABM focuses on clearly defined target companies—so-called key accounts. These accounts are analyzed individually, prioritized, and then addressed with tailor-made marketing and sales measures.
In plain language: ABM is not mass communication, but highly personalized customer communication.
While traditional marketing strategies try to generate as many leads as possible at the top of the funnel, ABM takes the opposite approach:
This creates a precise strategy that focuses not on volume, but on relevance.
The difference becomes especially clear in comparison:
| Traditionel Lead-Generierung | Account-Based Marketing (ABM) |
|---|---|
|
Focus: gather as many leads as possible |
Focus: fewer, but high-quality target accounts |
|
Often general and impersonal messaging |
Individual, personalized messaging |
|
Marketing and sales often work separately
|
Marketing and sales work closely together |
|
Many leads, but often low quality |
Fewer leads, but very high close rate |
|
Success measured by number of leads
|
Success measured by revenue and customer value per account
|
In short: Lead generation focuses on quantity, ABM on quality.
The advantages are clear:
Imagine your company wants to win a large industrial enterprise as a client. Instead of launching a general campaign, your marketing team develops a strategy tailored precisely to this company:
This way, the customer doesn’t feel “marketed to,” but understood.
Many companies think ABM is complicated and only suitable for large corporations. That’s not true. You can start with just a few steps:
Account-Based Marketing is more than just a trend. It is a response to crowded markets, rising customer expectations, and the need to use budgets more effectively. Companies that embrace ABM today not only secure a competitive advantage—they also build sustainable relationships with the customers that truly matter.
In short: With ABM, you don’t talk to everyone—you talk to the right ones.
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