Definition

Account-Based Marketing (ABM) targets specific high-value companies with personalized campaigns — treating each account as a market of one rather than casting a wide net.

Detailed Explanation

ABM tiers:

  • 1:1 — fully custom for top 10–50 accounts
  • 1:few — segmented campaigns for account clusters
  • 1:many — programmatic ABM at scale via LinkedIn/Meta lists

Requires sales-marketing alignment, named account lists, and multi-channel touchpoints (ads, email, content, events).

Nepal Context

Nepal’s B2B market is relationship-driven — ABM maps well to named enterprise targets (banks, telcos, INGOs). Combine LinkedIn targeting with warm intro outreach.

Practical Examples

  • An IT security firm lists 30 commercial banks, researches each one’s systems, and sends tailored briefings to their IT heads alongside LinkedIn ads shown only to those companies.
  • A training provider builds a “1:few” campaign for INGOs, with a case study and event invitation designed for that sector.

How to Check It

  1. Count engaged contacts per target account (meetings, replies, event attendance), not total leads.
  2. Track pipeline value and win rate for target accounts against non-target accounts.
  3. Review the account list with sales each quarter and remove accounts with no engagement.

Key Takeaways

  • Quality over quantity — fewer, larger accounts
  • Sales and marketing share target account list
  • Measure pipeline influenced, not just leads

Common Mistakes

  1. ABM without sales buy-in on account list
  2. Generic “personalization” (only {company_name} merge tag)
  3. No multi-touch attribution across channels