Account-Based Marketing
Account-Based Marketing (ABM) Service
Focus your marketing efforts on the accounts that fit your business, not just a broad audience.
ColedaB2B helps businesses identify priority accounts, reach the right people within those accounts, and run targeted marketing campaigns based on account priorities and buyer requirements. Our ABM programs connect account selection, audience targeting, content, campaign engagement, and lead generation.
Priority account lists
Buying group coverage
Targeted engagement
How it works
How Account-Based Marketing Works
Target account selection through to engagement review — seven stages, run in sequence for every campaign.
01
02
03
04
05
06
07
Target Account Selection
Account Research
Buyer Identification
Campaign Planning
Targeted Engagement
Account Nurturing
Engagement Review
How it works
How Account-Based Experience Works
01
Target Account Selection
02
Account Research
03
Buyer Identification
04
Campaign Planning
05
Targeted Engagement
06
Account Nurturing
07
Engagement Review
Definition
What is Account-Based Marketing?
Account-Based Marketing (ABM) is a B2B marketing approach that focuses on a defined list of target accounts instead of treating the entire market as one audience.
Our approach
Our Account-Based Marketing Process
Seven steps we follow on every campaign. Select a step to read the detail.
1
Target Account Selection
We define the account criteria based on your ICP, industry, company size, geography, business priorities, and campaign objectives.
2
Account Research
Selected accounts are reviewed to understand relevant business information, existing engagement, and other factors that can help shape the campaign.
3
Buyer Identification
We identify relevant decision-makers, influencers, users, and other stakeholders based on the buying process and your target audience.
4
Campaign Planning
We define the campaign messaging, content, channels, touchpoints, timeline, and qualification criteria for the selected accounts.
5
Targeted Engagement
Campaigns are executed through agreed activities such as Multi-Touch Campaigns, Content Syndication, webinars, digital campaigns, targeted outreach, or other ABM activities.
6
Account Nurturing
Accounts that engage can be continued through relevant campaign activities based on their response, buyer stage, and available account information.
7
Engagement Review
Account activity is reviewed through available signals such as content engagement, responses, and lead activity.
Programs
Account-Based Marketing Programs We Support
Program 01
Target Account Marketing
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Program 02
One-to-One ABM
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Program 03
One-to-Few ABM
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Program 04
One-to-Many ABM
04
Program 05
Account-Based Lead Generation
05
Program 06
Buying Group Engagement
06
Program 07
Account-Based Content Campaigns
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Program 08
Multi-Touch ABM Campaigns
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Program 9
ABM and Demand Generation
09
Program 10
Existing Account Expansion
10
The right approach depends on the number and type of accounts, buyer groups, campaign objectives, and available account information.
- FAQ
Frequently Asked Questions
Account-Based Marketing is a B2B marketing approach that focuses campaigns on selected target accounts and the people involved in their buying process.
ABM can be useful when a business has a defined group of high-value or strategically important accounts and wants marketing activity to focus specifically on those accounts.
Accounts are selected using criteria such as ICP fit, industry, company size, geography, business priorities, existing relationship, and other agreed requirements.
We identify relevant stakeholders based on job function, seniority, department, buying role, and the requirements of the campaign.
Yes. ABM campaigns can include lead generation activities designed to identify and engage relevant contacts within selected accounts. Leads are qualified according to the agreed campaign criteria.
Measurement can include account engagement, stakeholder coverage, content interaction, website activity, campaign responses, qualified leads, and account opportunities depending on the program objectives.
Yes. ABM is most effective when marketing and sales work from the same target account priorities and have visibility into relevant account engagement.
Yes. Campaigns can be planned for specific countries, regions, or global account lists based on your market and business requirements.
Have Priority Accounts You Want to Reach?
Talk to our team about your target accounts, buyer groups, and campaign objectives to explore an Account-Based Marketing program built around your B2B sales strategy.