We recently teamed up with the link optimization platform Bitly to dispell myths surrounding account-based marketing (ABM) and reveal the key strategies necessary to running successful ABM campaigns. Check out some of our key takeaways below. If you’d like to learn more, you can also view the webinar in its entirety here.

1. Setting up your campaigns 

When setting up for account-based marketing it’s important not to overthink things. Truthfully, ABM is often very similar to traditional marketing campaigns.

Let’s take a step back and look at what goes into traditional marketing campaigns. A successful marketer will set up a traditional campaign by establishing their audience, crafting an appealing offer to them, and funneling that message into the right channels to drive as many conversions as possible. 

ABM campaigns differ by segmenting out a targeted audience, serving them a highly-personalized offer, and converting them on the channels they frequent the most. It’s that simple.

2. Messaging and content

Messaging is absolutely critical to the success of ABM campaigns. Copy for your ads needs to be relevant and personalized to engage and activate your target account. To improve personalization, it’s also a good idea to work to improve the messaging of your landing pages, eBooks, email copy, & website.


I also recommend that you go through the process of identifying the persona of each decision maker within your target accounts. This will help you understand their needs, pains, conflicts, goals, desires and motivations.  This will inform how you create the content your marketing team uses to convince prospects that your solution is the right one for their pain point.

3. Using your sphere of influence

After mapping the persona of your key decisions maker, I recommend mapping out their sphere of influencers as well. This involves most of the same steps as point number two. However, it increases the chances that your brand will break through the noise and stick in the minds of the people who work most closely with your target persona. Ideally, with good content, you can highlight an internal conflict and educate on how that pain is solved with your solution.

4. Personalize content across marketing channels

Our last point is probably the most important component of ABM: personalization. From landing pages to eBook covers, and even hyper-targeted display ads, personalization should be a focal point for all of your channels. There are a lot of technology vendors, including AdRoll, that can help in the personalization of your campaigns to make them relevant for ABM.

For example, we set up our internal ABM campaigns so that they’re personalized to where a prospect is in our lifecycle—whether that be an education phase, a selection phase, or an upsell phase.  Additionally, we run hyper-targeted ads that showcase actual AdRollers for our target account list.

To learn more about how you can implement ABM campaigns of your own, watch our full webinar here. To learn more about AdRoll’s ABM offering, please visit adroll.com/b2b.