If you feel like your marketing efforts are casting the net too wide and attracting interest but not real traction, you’re not alone. For B2B companies especially, traditional mass marketing often struggles to speak directly to the people who matter most. That’s where account-based marketing (ABM) can really help. ABM is a focused, strategic and highly personalised way of marketing, targeting high-value accounts with precision. But how does it actually work, and is it right for your business? In this FAQ, we break down the most common questions around ABM so you can decide if it deserves a place in your marketing mix.
How does account-based marketing differ from traditional mass marketing?
To put it shortly, ABM is targeting a smaller pool of more relevant accounts rather than targeting a wider pool in the hopes that your relevant customers are swimming amongst them.
Is ABM better than traditional mass marketing?
Both strategies have their places. ABM can be useful for guaranteeing you’re speaking to relevant potential customers, but it’s also very resource-intensive. Traditional mass marketing could be more feasible for a smaller sales and marketing team.
Why do companies invest in ABM?
Companies who invest in ABM tend to have very niche target audiencesThey might have previously marketed to them “on mass” but want to get more targeted. This might be because they have had success with a particular type of account and want to continue to capitalise on this or perhaps they want to do business with the same account in a different territory.
What are the benefits of ABM?
If leveraged efficiently, and if you have the manpower and resources to handle it, ABM can be more cost-effective as you’re focusing your capacity on a smaller subset of leads.
Can I use both ABM and traditional mass marketing?
Absolutely. In fact, the most successful strategies are often a combination of the two. For example, create SEO content for your website targeting awareness terms, while also creating blogs designed to answer specific pain points for your target customer. Whatever they’re searching, you’ve maximised your chances of them finding you.
Is ABM relevant for B2B businesses?
ABM was originally designed for B2B businesses, making it especially relevant and useful. That still doesn’t mean it’s a one-size-fits-all. You’ll need to decide which type of ABM you want to use, and how it’ll work alongside traditional mass marketing for a more cohesive marketing strategy.
ABM isn’t just another marketing trend, it’s a mindset shift. By focusing your time and resources on the accounts most likely to convert and bring long-term value, you’re not just marketing smarter; you’re building stronger, more intentional relationships. Whether you choose to fully embrace ABM or combine it with broader strategies, understanding its principles puts you one step closer to a more efficient and effective marketing approach. The key is to stay flexible, align your strategy with the overall goals of the business and remember – make sure you get buy-in from the team before starting.