Account Based Marketing.

There are many B2B marketing strategies, but few are as effective as account-based marketing. But why is this method so effective? ABM treats each account as a market in itself – personalisation is the keyword. The goal: a seamless customer experience that specifically addresses the needs of decision-makers.

In detail, this looks as follows: Marketing and sales jointly define high-quality target accounts. The key here is a precise and personalised customer approach. Unlike traditional content or lead strategies, the quality of lead engagement plays a particularly important role. This requires not only content and campaigns relevant to the target group, but also information and content tailored to individual customer buying centres – in order to specifically address the challenges of brands and target markets.

85% of marketing experts confirm that account-based marketing delivers higher returns than any other marketing approach. Why? Because it targets resources where they have the greatest impact – on the accounts with the highest potential.

At a time when buyers are increasingly insisting on an approach tailored to their company and even their personal interests, ABM’s personalised approach is becoming a decisive success factor – especially in highly complex buying centres in a B2B context.

Successful ABM programmes follow a structured approach. Based on proven methods, our process follows five clearly defined steps.

ACCOUNT & TARGET DEFINITION

Identifying the right companies is the critical first step.

Methodology:

· Creation of an ICP – Ideal Customer Profile (industry, company size, location)
· Use of data from CRM systems
· Prioritisation according to revenue potential and strategic importance

DATA BASE

We compile a comprehensive data report from all available account data as a basis for creation.

Methodology:

· Account Insights Workshop to consolidate existing data
· In-depth secondary research on buying centres and decision-makers
· Identification of pain points and current challenges

PLAYBOOK

The playbook specifies what content is to be delivered via which channels and at what time.

Methodology:

· Definition of the account value chain (linking the offering to customer priorities)
· Development of a creative concept with consistent messaging
· Creation of a detailed campaign schedule

ROLL-OUT

Implementation of planned measures (landing pages, email, white papers, social media) – including continuous optimisation.

Methodology:

· Implementation of the campaign across various channels
· Sales support in directly addressing decision-makers
· Continuous research and monitoring of industry trends
· Biweekly meetings to review performance and optimisation

REPORTING & SCALING

Evaluation and documentation of the campaign as a basis for campaign scaling.

Methodology:

· Creation of a detailed value report with key results and KPIs
· Development of a scaling plan for new customers and markets
· Final presentation to define the next steps

Over time, we at Schindler Parent have identified four core principles that have a decisive influence on the success of campaigns.

· Identification of the right target accounts
· Highly personalised content
· Perfect coordination between marketing and sales
· Consistent buyer experience

In our opinion, account-based marketing is more than just a trend – it is a strategic necessity for B2B companies. ABM is particularly suitable for brands that focus on high-value target customers and have complex sales cycles – long decision-making processes, many stakeholders in the buying centre, high order values.

The prerequisite is a willingness to invest in personalised communication and close cooperation between marketing and sales. Brands that want to increase their average contract size, shorten sales cycles or deepen relationships with existing customers benefit particularly from this approach. Incidentally, ABM campaigns achieve an average 170 per cent increase in value for annual contracts – you can’t get much more Brand&Margin^® than that.

Do you find this approach interesting? We would be happy to support you in developing and implementing your account-based marketing strategy – from identifying the right target accounts and developing personalised content to continuously optimising your campaigns. The starting point for this is a non-binding initial consultation.

Engage decision-makers with highly personalised content. We support you with our ABM process.