Back to blog

The impact of account-based marketing on brand awareness

November 17, 2023 | Jimit Mehta

In today's digital age, companies are constantly looking for new and innovative ways to reach their target audience and increase brand awareness. One strategy that has gained significant traction in recent years is account-based marketing (ABM). ABM is a targeted marketing approach that focuses on engaging specific, high-value accounts in order to drive revenue and foster long-term customer relationships. By taking a personalized and strategic approach to marketing, companies are able to better connect with their target audience and increase brand awareness. In this article, we'll take a closer look at the impact of ABM on brand awareness and explore how companies can effectively implement this strategy to drive business growth.

What is account-based marketing and how does it work?

ABM is a targeted marketing approach that focuses on engaging specific, high-value accounts in order to drive revenue and foster long-term customer relationships. It involves the creation of personalized marketing campaigns that are tailored to the needs and preferences of individual accounts, rather than targeting a broad audience with a one-size-fits-all marketing message.

ABM typically involves the identification of key accounts that have the highest potential for revenue and the development of a customized marketing strategy for each of these accounts. This may include targeted advertising, personalized content, direct mail campaigns, and sales outreach efforts. ABM also often involves the collaboration of multiple teams within a company, including marketing, sales, and customer success, in order to provide a cohesive and seamless customer experience.

One of the main goals of ABM is to build long-term, mutually beneficial relationships with key accounts. By taking a personalized and strategic approach to marketing, companies are able to better connect with their target audience and increase brand awareness.

Personalize every website interaction
Try for free

The benefits of account-based marketing for increasing brand awareness

There are several benefits of using ABM as a strategy for increasing brand awareness:

  1. Highly targeted approach: ABM allows companies to focus their marketing efforts on specific, high-value accounts, rather than a broad audience. This targeted approach enables companies to create personalized marketing campaigns that are more likely to resonate with their target audience and increase brand awareness.

  2. Increased efficiency: ABM allows companies to use their marketing resources more effectively by focusing on a smaller number of high-value accounts. This can lead to a higher ROI and more efficient use of marketing budgets.

  3. Improved customer experience: ABM involves the creation of personalized marketing campaigns that are tailored to the needs and preferences of individual accounts. This personalized approach leads to a better customer experience, which can help to increase brand awareness and loyalty.

  4. Greater collaboration: ABM often involves the collaboration of multiple teams within a company, including marketing, sales, and customer success. This collaboration can lead to a more cohesive and seamless customer experience, which can help to increase brand awareness.

  5. Measurable results: ABM allows companies to track the success of their marketing efforts and measure the impact on brand awareness. This enables companies to continuously optimize and improve their marketing strategies.

The role of personalization in account-based marketing

Personalization plays a crucial role in ABM. ABM involves the creation of personalized marketing campaigns that are tailored to the needs and preferences of individual accounts. This personalized approach is designed to build long-term, mutually beneficial relationships with key accounts and increase brand awareness.

Personalization can take many forms in ABM. It may involve the use of personalized content, such as customized emails, landing pages, and social media posts. It may also involve the use of targeted advertising, where ads are delivered to specific accounts based on their demographics, interests, and behaviors.

Personalization is effective because it speaks to the individual needs and preferences of each account. It allows companies to create a more relevant and engaging marketing message, which is more likely to drive conversions and increase brand awareness.

Additionally, personalization can help to improve the customer experience by making it more relevant and personalized. This can lead to increased customer loyalty and advocacy, which can further contribute to brand awareness.

Measuring the success of an account-based marketing campaign

Measuring the success of an ABM campaign is important in order to understand the effectiveness of the campaign and identify areas for improvement. There are several key metrics that companies can use to measure the success of an ABM campaign:

  1. Engagement metrics: This includes measures such as the number of clicks on a specific link, the number of social media shares, and the amount of time spent on a webpage. Engagement metrics can help to gauge the level of interest in the campaign and the degree to which it is resonating with the target audience.

  2. Conversion metrics: This includes measures such as the number of leads generated, the number of sales closed, and the ROI of the campaign. Conversion metrics can help to determine the effectiveness of the campaign in driving revenue and achieving business objectives.

  3. Brand awareness metrics: This includes measures such as the number of mentions of the brand on social media, the number of website visits, and the number of leads generated from organic search. Brand awareness metrics can help to gauge the extent to which the campaign is increasing the visibility and recognition of the brand.

  4. Customer satisfaction metrics: This includes measures such as customer retention rates, customer loyalty scores, and NPS. Customer satisfaction metrics can help to determine the extent to which the campaign is improving the customer experience and increasing customer loyalty.

By tracking and analyzing these metrics, companies can gain insights into the effectiveness of their ABM campaign and identify areas for improvement.

Best practices for implementing an account-based marketing strategy

There are several best practices that companies should follow when implementing an ABM strategy:

  1. Define your target accounts: It is important to identify and prioritize the key accounts that have the highest potential for revenue and long-term value. This will help to focus your marketing efforts and ensure that you are targeting the right audience.

  2. Create personalized campaigns: ABM involves the creation of personalized marketing campaigns that are tailored to the needs and preferences of individual accounts. This can include the use of targeted content, personalized emails, and targeted advertising.

  3. Collaborate with sales and customer success: ABM often involves the collaboration of multiple teams within a company, including marketing, sales, and customer success. It is important to ensure that these teams are aligned and working together in order to provide a cohesive and seamless customer experience.

  4. Measure and analyze results: It is important to track and analyze key metrics in order to understand the effectiveness of the ABM campaign and identify areas for improvement. This may include engagement metrics, conversion metrics, brand awareness metrics, and customer satisfaction metrics.

  5. Continuously optimize and improve: ABM is an ongoing process, and it is important to continuously optimize and improve your marketing efforts based on the insights gained from measuring and analyzing results. This may involve adjusting your targeting, fine-tuning your marketing message, or implementing new tactics as needed.

Case studies of companies using account-based marketing to increase brand awareness

Case studies of companies successfully using ABM to increase brand awareness can provide valuable insights and inspiration for other companies looking to implement an ABM strategy. Here are a few examples:

  1. Demandbase: Demandbase is a B2B marketing technology company that specializes in ABM. The company used ABM to create personalized campaigns for specific accounts, which led to a 300% increase in annual recurring revenue and a 50% increase in brand awareness.

  2. Webdam: Webdam, a digital asset management company, used ABM to target specific accounts in the technology and financial services industries. The company saw a 400% increase in qualified leads and a 50% increase in brand awareness as a result of their ABM efforts.

  3. Cision: Cision, a provider of PR software, used ABM to target high-value accounts in the technology and healthcare industries. The company saw a 200% increase in pipeline and a 50% increase in brand awareness due to their ABM efforts.

These case studies demonstrate the effectiveness of ABM in increasing brand awareness and driving business results. By creating personalized campaigns and targeting specific, high-value accounts, these companies were able to effectively connect with their target audience and increase brand awareness.

The future of account-based marketing and its impact on brand awareness

The future of ABM looks bright, and it is expected to continue to be an effective strategy for increasing brand awareness. As technology and data continue to advance, ABM is likely to become even more personalized and targeted, enabling companies to create even more relevant and engaging marketing campaigns.

One of the key trends in the future of ABM is the use of AI and machine learning to optimize targeting and personalization. By analyzing data on customer behaviors and preferences, AI can help to identify the most relevant accounts and tailor marketing campaigns to their specific needs and interests. This will enable companies to create even more personalized and effective marketing campaigns, which can further increase brand awareness.

In addition, the use of data and analytics will continue to play a key role in ABM. By tracking and analyzing key metrics, companies will be able to better understand the effectiveness of their marketing efforts and optimize their campaigns to drive better results.

Overall, the future of ABM looks bright, and it is expected to continue to be an effective strategy for increasing brand awareness and driving business growth.

Final thoughts

ABM is a targeted marketing approach that focuses on engaging specific, high-value accounts in order to drive revenue and foster long-term customer relationships. By creating personalized marketing campaigns and collaborating with multiple teams within a company, ABM enables companies to better connect with their target audience and increase brand awareness. By taking a strategic and personalized approach to marketing, companies can build long-term, mutually beneficial relationships with key accounts and drive business growth.

In addition, ABM allows companies to track and analyze key metrics in order to understand the effectiveness of their marketing efforts and identify areas for improvement. As technology and data continue to advance, the future of ABM looks bright, and it is expected to become even more personalized and targeted, further increasing brand awareness.

Want to target individual accounts using personalization? Try Markettailor for free.


Related posts

The role of account-based marketing in the education industry

In the constantly evolving world of marketing, it can be tough for educators to keep up with the latest trends and techniques. One strategy that has gained significant traction in recent years is account-based marketing (ABM). This targeted approach focuses on personalized outreach to specific...

Read more

The role of customer service in account-based marketing

In today's highly competitive business landscape, it is more important than ever for companies to find ways to differentiate themselves and stand out from the crowd. One powerful tool that companies can use to do this is account-based marketing (ABM), which is a strategic approach to marketing that...

Read more