What is ABM Marketing? Account based marketing basics for 2024

About this Video

• Video Title: What is ABM Marketing? Account based marketing basics for 2024
• Channel: Impactable - B2B LinkedIn Ads Agency
• Speakers: The transcript doesn't explicitly name the speaker(s).
• Duration: 00:22:10

Introduction

This video provides a foundational understanding of Account-Based Marketing (ABM) for 2024. It explains the core differences between ABM and traditional marketing approaches, outlining when ABM is most beneficial and detailing how to create effective ABM lists, particularly using LinkedIn.

Key Takeaways

• ABM vs. Traditional Marketing: ABM focuses on a small, highly-targeted list of ideal accounts, emphasizing high-frequency, personalized outreach to dominate their attention, rather than broadly targeting a large audience.
• Ideal Candidates for ABM: Businesses with high-value clients (high LTV) and a significant difference between their typical clients and their ideal, high-value targets. Those who solve a specific problem for a niche market are also good candidates.
• ABM List Creation: Building an ABM list should prioritize identifying accounts the business is best equipped to serve, rather than solely focusing on well-known, high-profile companies. Using intent triggers and technographic data (like LinkedIn insights tags) to qualify potential clients is highly recommended.
• LinkedIn's Role in ABM: LinkedIn offers cost-effective list creation, dynamic lists that adapt to changes in personnel, and a variety of ad formats suitable for saturating a targeted group. It also fosters trust and credibility, enabling internal "champions" within target companies to advocate for the business.
• ABM is not an "All-or-Nothing" Strategy: ABM can and should be used in conjunction with other marketing methods.