What is B2B account-based marketing?
B2B account-based marketing focuses sales and marketing activity on a selected group of high-value prospective customers. Instead of asking, “How do we generate more leads?”, ABM asks:
“Which businesses do we most want to win, and how do we get in front of the right people?”
From there, sales and marketing coordinate the right mix of content, outreach and activity around those people. ABM is not a targeted ad, a personalised email or a one-off campaign. It’s a focused, ongoing approach to build familiarity, credibility and momentum with the businesses you most want to work with.
How does account-based marketing benefit manufacturers?
Manufacturing sales are rarely quick or simple. Products can be high-value or technically complex, buying cycles can stretch over months and several people may influence the final decision.
ABM helps you direct time and budget towards your ideal prospects, stay visible in the market and support sales with more relevant, coordinated activity. For manufacturers with limited marketing resources, that means putting effort where the commercial potential is greatest.
How does an account-based marketing strategy work?
An account-based marketing strategy does not need a huge database or a stack of new tools. It starts with being clear about who you want to reach and why. Here’s how:
1. Choose the businesses worth winning
Start with a considered list of prospective customers based on commercial value, fit, geography, capability needs and growth potential. The aim is not to build the longest list. It is to be clear about where your effort is best spent.
2. Identify the decision-makers
Complex B2B purchases rarely come down to one person. Procurement, operations, engineering, finance and senior leaders may all influence the decision. Work out who matters and what will earn their attention.
3. Give them a reason to engage
Useful content can open doors before a sales conversation begins. Think case studies, technical insights, project examples, webinars or industry commentary that speaks to the issues your prospective customers are dealing with. The point is not constant promotion. It is giving people a reason to notice, remember and trust your business.
4. Keep marketing and sales connected
ABM works best when marketing and sales share a clear view of which businesses are a priority and how each relationship is progressing. Marketing builds visibility and interest. Sales brings the account knowledge, relationships and follow-up that turns that interest into meaningful conversations. When those efforts and expertise connect, outreach feels timely, relevant and useful.
Which account-based marketing tactics can manufacturers use?
The right account-based marketing tactics depend on your audience and sales process, but they can include:
- LinkedIn content and targeted activity
- Case studies and project proof
- Webinars and useful resources
- Digital advertising
- Industry events and trade shows
- Personalised sales outreach
You do not need to use every channel. Choose the ones that give you the best chance of reaching the people you need to influence, then use them consistently. A timely case study followed by a personal conversation can be far more valuable than another campaign built purely for reach.
How should ABM success be measured?
ABM is not a volume game and goes beyond impressions, clicks and lead numbers. Look at what is happening within your priority prospects. Are the right people engaging? Are conversations opening? Are meetings being booked? Are opportunities moving through the pipeline? Long sales cycles also call for patience. If buying decisions take months, marketing should not be judged as though they happen overnight.
Is ABM right for your manufacturing business?
ABM may be worth considering if:
- You sell high-value or technically complex products
- Your sales process often takes months
- Several people influence the buying decision
- Much of your new business comes through referrals, sales reps, networks or trade events
- You want marketing to play a more proactive role in supporting sales
FAQs
What is B2B account-based marketing?
B2B account-based marketing focuses sales and marketing activity on a selected group of high-value prospective customers.
Why is account-based marketing effective for manufacturers?
ABM works particularly well for manufacturers with high-value products, long sales cycles and multiple decision-makers. It helps focus effort on the prospects most worth pursuing.
What are some account-based marketing tactics?
Common tactics include LinkedIn, email, case studies, webinars, digital advertising, industry events, useful content and direct sales outreach. The right mix depends on who you need to reach and how they buy.
Does ABM replace lead generation?
No. Broader lead generation can still build visibility and capture demand. ABM focuses on selected high-value prospects.
JOIN PIER’S B2B ACCOUNT-BASED MARKETING WEBINAR
In our upcoming B2B account-based marketing webinar, we’ll unpack how to choose priority prospects and align your marketing and sales activity.
[REGISTER FOR THE WEBINAR]
