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Account-Based Marketing (ABM)

Malaz Madani
Malaz Madani

3 min

Account-based marketing (ABM) is one of the most common strategic approach used mostly by SAAS B2B startups to target specific companies they want as customers, rather than broadly marketing to everyone. It involves pinpointing key prospects, researching what they really want, then tailoring individualised messaging and outreach to grab their attention.


Why Account-Based Marketing (ABM) Really Matters for Startup Founders in SAAS?

When you're running lean and cash-strapped, wasting your limited marketing budget on leads that won’t convert can be brutal. ABM is effective because it flips this problem by helping you proactively chase down only the best potential customers—saving you money, acheiving better conversion rates, and pulling in larger deals from the jump.


Benefits that actually move the needle:

  • Bigger deal sizes: Target customers with higher Annual Contract Value (ACV) and Lifetime Value (LTV). Instead of chasing dozens of small-value deals, go straight to the customers that actually pay significant revenue. Think of the 80/20 rule—most cash comes from fewer, high-quality accounts.
  • Lower churn rate: Choose better-fit customers from the start who really get your product's value. You’ll waste less cash reacquiring new users to plug the churn leaks later.
  • Consistent customer journeys: Your message stays focused and consistent, which helps smooth the experience across multiple channels. Confused prospects bounce, focused messaging converts.
  • Easier access to decision-makers: ABM lets you approach multiple people within one target company, reducing friction and gatekeeping. No more endless chasing down mid-level gatekeepers just to pitch the right person.
  • High ROI: ABM tends to outperform broad, generic marketing efforts. Studies even indicate ABM strategies can boost revenue by as much as 208% compared to generic campaigns.

The Practical Steps for Putting Account-Based Marketing (ABM) into Action

You don't need complex processes or tech stacks when starting out. Follow this simple TEAM framework to kickstart ABM:

  • T (Target): Identify exactly which accounts you want—think big accounts, ideal fits, or companies with actionable problems your product solves.
  • E (Engage): Research these accounts thoroughly. Understand their needs, challenges, and articulate exactly how your solution adds value for them.
  • A (Activate): Script targeted marketing messages that resonate specifically with your chosen prospects. Don't be generic here—your messages need to feel tailor-made.
  • M (Measure): Check the performance, measure conversions, and continually iterate and optimise your outreach based on clear results.

Which Marketing Channels Work Best for ABM?

You already know roughly who you want to target—now go where they actually are:

  • Events: Face-to-face interactions speed trust-building. In-person pitches to decision-makers have a quick impact.
  • Content: Solve genuinely painful problems with blogs, podcasts, or videos. Give value upfront and show prospects you deeply understand their needs.
  • Direct mail: Stand apart from the digital clutter. Well-crafted, physical mail helps differentiate you from competitors’ monotonous emails.
  • Webinars: Educate prospects directly; usage of webinars increased by 300% in recent years, making them an ideal channel to engage targeted accounts effectively.
  • Personalised web pages: Customised, dedicated landing pages show prospects that you went the extra mile. It's like giving VIP treatment right at the first click.
  • Paid advertising: If your budget allows, target precise companies and leaders strategically through ads. Don’t cast wide nets when your cash is short and each impression counts.
  • Email and DMs: Craft hyper-specific messages—avoid lazy copy-paste content. Pitch clearly and personally why your product solves the target company's headaches.

If you're feeling unsure how to start, speaking to ABM experts or fellow founders with experience can remove a tonne of trial and error. Tap into mentorship and guidance early—it’s worth more than you’d think.

Finally, don’t forget to check out the Arageek Founders’ Handbook for more practical, founder-focused tips.