Account based marketing approach is a well-planned B2B marketing strategy, which targets high-value accounts (not individuals) to initiate one-on-one personalized communication.

On a more close-up level, ABM campaigns can be used for more than just lead generation purposes. With account-based marketing strategies, you can reach your existing customers for upselling and cross-selling your products/services to gain valuable deals.

Account-based marketing solely stands on the pillar of a personalization approach, as it plays a key role in driving customers’ interest.

According to a survey by McKinsey, around 71% of customers anticipate personalized communication from the brands.

And these are just daily consumers; imagine the level of anticipation that company CEOs, decision makers, and key stakeholders hold.

This clearly indicates that ABM strategy is the popular choice among the B2B brands, looking to sell products and services to large accounts, such as public establishments, legal firms, healthcare systems, and much more.