Account-Based Marketing:
The What, Why & How

Account-based marketing (ABM) is more than just another buzzword in the world of B2B marketing – it’s a tailored, highly effective approach to building relationships and closing deals. At IndieAd, we had the chance to sit down with Tenisha Griggs – who was, at the time of this conversation, VP and Head of Global Media at Terminus – to help us unpack the what, why, and how of ABM. Tenisha shared invaluable insights into making ABM work for businesses of all sizes.

“Every business should be thinking about ABM in some kind of way,” says Tenisha. “Whether you’re a small B2B company or a global enterprise, ABM can amplify your revenue and pipeline goals.”

Originally presented in our podcast, this article dives into the key elements of ABM, its benefits, and actionable steps to create a winning strategy for your business.

What Is Account-Based Marketing (ABM)?

ABM is a B2B marketing strategy focused on engaging specific high-value accounts rather than casting a wide net. Unlike traditional lead-generation methods, ABM prioritizes quality over quantity by targeting the right people at the right companies with highly personalized content.

“ABM is about defining your best-fit accounts and embarking on a journey with them throughout the customer lifecycle,” Tenisha explains. “It’s about delivering highly effective engagement at every touchpoint.”

Why ABM Is Transformative for B2B Companies

1. High ROI and Pipeline Impact

According to ITSMA, 87% of marketers say that ABM outperforms other marketing strategies regarding ROI. By focusing resources on a smaller pool of high-value accounts, businesses can achieve better outcomes with fewer wasted efforts.

2. Improved Alignment Between Sales and Marketing

“Marketing drives demand, while sales acts on that demand,” Tenisha notes. ABM bridges the gap between these two functions by sharing insights and aligning goals, ensuring a seamless buyer experience.

3. Tailored Buyer Journeys

In a world where personalization drives results, ABM enables businesses to customize their messaging for each account and decision-maker. “The buying committee can include 20 or more people,” Tenisha says. “Your messaging should resonate with each stakeholder, from the CFO to the day-to-day practitioner.”

4. Shortened Sales Cycles

By engaging decision-makers with relevant content at the right time, ABM accelerates the path from awareness to purchase.

ABM is like Jim Halpert’s pranks on Dwight - they’re not random but thoughtfully customized, showing a deep understanding of the target (account) to ensure maximum impact.

How to Implement Account-Based Marketing

Step 1: Define Your Ideal Customer Profile (ICP)

ABM starts with understanding your Ideal Customer Profile (ICP) – the attributes of accounts most likely to benefit from your solution.

“Think about factors like company size, revenue, industry, and challenges,” Tenisha suggests. “Focus on the thousand companies with the highest propensity to purchase your product or service.”

Step 2: Map the Buying Committee

B2B buying decisions often involve multiple stakeholders, including C-level executives, IT leaders, and finance teams. Tailor your messaging to each persona.

“As Tenisha explains, ‘Your CFO cares about ROI, while your IT head is more focused on integration. The value proposition must align with their priorities.’”

Step 3: Develop Personalized Content

Deliver tailored content that speaks directly to the challenges and objectives of each stakeholder. Examples include:

ROI calculators for CFOs.
Integration guides for IT leaders.
Case studies relevant to the prospect’s industry.

“Broad, generic messaging doesn’t resonate,” says Tenisha. “Personalization is key to capturing attention and building trust.”

Step 4: Leverage ABM Tools

ABM Platforms provide data, targeting capabilities, and insights to execute ABM campaigns.

“These tools allow you to segment by account, persona, and funnel stage,” Tenisha explains. “You can deliver hyper-targeted ads and track engagement at every touchpoint.”

Step 5: Use Multi-Channel Strategies

ABM works best when it spans multiple channels, including:

Display ads for broad awareness.
LinkedIn ads to target specific job titles.
Audio ads for a personal touch.
CTV ads to engage decision-makers at home.

“ABM is about meeting your audience where they are,” says Tenisha. “Whether they’re streaming TV shows or listening to podcasts, your message should be consistent and relevant.”

Step 6: Monitor and Optimize

Track metrics like account engagement, content consumption, and funnel progression to measure success and refine your strategy.

“ABM is not a set-it-and-forget-it approach,” Tenisha emphasizes. “Continuous optimization is critical to maximizing impact.”

Four Steps to Marketing Data Independence

1. Aligning Sales and Marketing

ABM requires close collaboration between sales and marketing teams. To maintain alignment, create shared goals, dashboards, and regular check-ins.

2. Managing Data Quality

High-quality data is essential for ABM. Tenisha advises using reliable sources to ensure accuracy.

“Not all data is created equal,” Tenisha warns. “Probabilistic data can lead to inaccurate targeting. Prioritize deterministic data for better results.”

3. Balancing Personalization and Scalability

While personalization is crucial, it’s essential to scale gradually. Start with a small list of target accounts and expand as you fine-tune your approach.

ABM in Action: The Domino Effect

Tenisha likens ABM to her love of pizza: “The same way you choose toppings that suit each person’s taste, ABM customizes the buyer experience to match the unique needs of each stakeholder.”

By targeting CFOs with ROI-focused ads and engaging IT leaders with technical content, businesses can create a cohesive journey that satisfies all parties—and closes the deal.

The Future of Account-Based Marketing

“ABM is no longer optional,” Tenisha concludes. “If you’re serious about driving revenue and building long-term relationships, it’s time to invest in ABM.”

Whether you’re just starting or looking to refine your strategy, ABM offers a roadmap to success in the complex world of B2B marketing.

>> PERSONAL COMMENT OF INDIEAD'S CEO <<

ABM is a framework of work in B2B marketing that acknowledges:

The Pareto rule: focus on the 20% that’ll deliver 80% of the results
B2B marketing is far more complex than B2C marketing

Here’s why: In B2B, depending on the type of clients you’re aiming for, the purchasing decision and process are not owned by one person. By getting the first contact person (or “lead) from a new potential client (account), the marketing’s role is far from being done. Both sales and marketing must align their process and work together to get as many stakeholders as possible on board to support the purchasing decision and complete the ‘deal with the new account.

Account-based marketing isn’t only about creating a list of top-tier potential clients; it’s also about multiple different actions that sales and marketing need to take to move the “account” towards a purchase, which needs to be planned, orchestrated, and coordinated.

Marketing can participate in this framework through digital channels, but not exclusively. For example, it can run LinkedIn Ads to target people in specific positions and organizations. But it’s not the only way. Multiple tools and practices can be applied in the ABM framework to get the right exposure at the right time and get a decision-maker to take a step toward completing the deal.

Each company should develop its own ABM framework that fits its product and its clients. There are no magic solutions or a step-by-step guide that fits all.

ADRIAN KNOLL CEO - IndieAd

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