Skip to content
Account-based marketing (ABM) is gaining momentum as a powerful lead generation strategy. Unlike traditional methods, which cast a wide net to capture leads, ABM lead generation zeroes in on high-value accounts.
This personalized approach improves engagement and enhances your chances of converting leads into loyal customers.
However, generating leads with ABM takes work.
In fact, 83% of B2B marketers report challenges in sourcing contacts for their ABM target accounts.
It’s important to have a plan in place for your ABM lead generation strategy.
Understanding ABM lead generation for B2B tech
Traditional lead generation often aims for quantity over quality when it comes to leads. ABM lead generation takes the opposite approach.
The focus is on building strong relationships with a select group of accounts instead of generating leads in bulk.
For B2B tech companies, where buying decisions can take time, ABM makes perfect sense. This strategy saves resources and delivers a better return on investment (ROI).
Best practices for ABM lead generation
Here are a few actionable tips to help get you started on ABM lead generation:
1.Find your ideal accounts
Start by identifying high-value accounts through ideal customer profiles (ICPs). Intent data can help prioritize these accounts by highlighting buying signals, allowing you to focus your efforts effectively.
2. Personalize your marketing message
At least 56% of marketers believe personalization is the key to ABM success. By tapping into user behavior and intent data, you can uncover the challenges and interests of your target accounts.
This insight allows you to craft compelling messages that speak directly to your ideal potential buyers.
This could be personalized emails, custom landing pages, or unique direct mail campaigns. Your goal is to make each account feel special.
3.Serve relevant content at the right time
Using intent data helps ensure that your content reaches prospects when they’re most engaged. This could include case studies, white papers, or personalized demos.
Track visitor behavior, such as page visits and time spent, to understand where they are in their research.
This allows you to present timely content that answers their questions, enhancing their experience and driving them closer to conversion.
4. Use multiple channels
Using a multichannel approach helps organizations achieve more marketing goals. Don’t rely on just one channel; mix tactics like email campaigns, LinkedIn outreach, personalized webinars, and targeted ads.
Intent data can show you which channels your target accounts prefer, whether it’s social media, email, or even comparison sites like Capterra. It also helps identify when they’re most active.
By reaching the right people at the right time across various channels, you can boost engagement and drive conversions.
5. Align sales and marketing teams
For ABM to succeed, your sales and marketing teams need to work together
Sales teams can share insights on which accounts to target, while marketing provides tailored content. This teamwork helps everyone move toward the same goal: converting high-value accounts.
6.Track and report ABM leads separately
Implement unique UTM tags for your ABM campaigns to differentiate leads from other marketing efforts. This enables your sales team to prioritize these leads effectively while giving your marketing team credit for their achievements.
Creating specific landing pages for ABM initiatives can further streamline this process.
7. Choose a trusted ABM lead generation partner
Selecting a reputable ABM lead generation partner is critical for success. Look for agencies that are transparent about their processes and can show how they source leads.
ViB is a trustworthy demand generation company that can help you develop a clear picture of the target audience and the lead validation process.
With ViB, companies can avoid wasted effort and resources on unqualified prospects. ViB ensures you can engage with leads who are genuinely interested in your products or services. The outcome is more meaningful interactions and higher conversion rates.
Success stories in ABM lead generation
At ViB, we’ve helped countless B2B tech companies achieve phenomenal results.
Don’t just take our word for it! Let’s see ABM in action:
💪 PTC boosts webinar attendance with targeted leads
Tom Pappalardo, director of Demand Generation at PTC, had to pivot quickly in 2020 when the pandemic disrupted his original marketing plans. Shifting his focus to webinars, Tom needed a way to boost registrations and attendance to meet his revenue goals.
He engaged ViB to provide targeted leads that extended PTC’s reach to key decision-makers within their target accounts.
As a result, PTC saw a surge in webinar attendance and brand awareness. Tom praised ViB for consistently delivering high-quality leads, exceeding expectations, and being cost-effective.
🔻Download the full case study here!
Also check out: OffSec reaches hyper-targeted hard-to-reach accounts with ViB
Measuring success in ABM lead generation
You need to track your results regularly to ensure your ABM campaigns are successful. Here are some important metrics to watch:
- Engagement rates: Are your target accounts interacting with your content?
- Conversion rates: How many engaged accounts are turning into customers?
- Return on investment (ROI): Is your investment in ABM paying off in revenue?
Regularly checking these metrics helps you improve your campaigns and make them more effective. With ABM, the goal is to increase engagement and conversion with each step.
🚀 ViB’s demand generation solutions can help you put ABM best practices into action.
Our wide network of tech professionals and personalized lead generation services will ensure you reach your goals.
Ready to improve your ABM lead generation?
Chat with a ViB team member and find out how we can help!
