Account based marketing

'Whale hunting' with Account Based Marketing (ABM) can position your brand in front of the decision makers of those 'top tier' clients you find it difficult to open up.

It's a way of aligning your sales and marketing teams to identify and appeal to those ideal clients.

If you’re targeting the hard-to-reach ends of your market, ABM is absolutely something you need to consider!

Account-based marketing agency - Growth rocket
Account-based marketing whale hunting

Inbound marketing is great, obviously. You're selling to people who actually want to speak with you. They've been nurtured, they understand the narrative, they 'get' your brand. But, quite often businesses want to target those really hard to reach, hard to attract, big-hitting clients.

This is a common theme across a lot of companies we speak to.

Meet ABM. It's a way of aligning your sales and marketing teams to identify and appeal to those ideal clients. The best thing about it? It’s the perfect fit with our beloved inbound.


ABM is perfect for B2B sectors

ABM is perfect for B2B sectors

B2B enterprises can be the largest beneficiaries of an ABM approach, as they typically have longer sales processes - but ABM can be valuable across many sectors. 

Go 'whale hunting' with ABM

Go 'whale hunting' with ABM

ABM can help your company with 'whale hunting' those 'top tier' clients you find it difficult to reach. ABM can position your brand in front of the right decision makers.

ABM complements inbound

ABM complements inbound 

ABM focuses on generating quality inbound opportunities, opening communication channels with the most important people and building strong relationships with them.

Focus on ROI with ABM

Focus on ROI with ABM

ABM can help companies to build more creative, closer targeted marketing campaigns with a clearer focus on ROI.

Build strong relationships

Build strong relationships

Build stronger relationships with clients deemed more valuable to your business and its ambitions, in a way that doesn’t disrupt people already busy and short on time.
ABM can save your team time

ABM can save your team time

Reduce the time taken to nurture the most profitable leads, and the time taken per lead during the overall sales process.



What Is account based marketing?

Have you heard about Account Based Marketing? Otherwise known as ABM, it’s a marketing strategy that fits alongside any and every inbound marketing campaign and is designed to help you work with the people best-suited to you.

Some call it ‘whale hunting’. ABM has also been known in the past as ‘key account marketing’. Whatever you call it, an ABM strategy targets key accounts, decision makers and individuals in a company in precise ways. The overall approach is creative and uses tried and tested inbound techniques to capture their attention, whether you want to target companies based on size, location, budget and other factors.

When ABM is introduced alongside an inbound sales and marketing strategy, it can help businesses in the pursuit of serious long-term growth find and partner with the companies that are the best fit for them and, crucially, who they want to work with most.


The positives of an account based marketing strategy


There are numerous benefits to investing in ABM alongside an existing inbound strategy, including:

  • Aligning and streamlining sales and marketing departments
  • Reducing the time taken to market to and nurture the most profitable leads
  • Reducing the time taken per lead during the overall sales process
  • Building more creative, targeted campaigns with a clearer focus on ROI
  • Build stronger relationships with clients deemed more valuable to your business and its ambitions


Account based marketing's role in the inbound process


Away from an inbound approach, key account targeting has often been seen as a costly and labour-intensive way of pitching to potential clients. People do it though, because of the potential rewards of working with high-value clients and building strong relationships with them.

ABM works by introducing that philosophy and its rewards to an inbound strategy to make the process more affordable and effective, especially for sales and marketing teams currently working to a blanket strategy.

Read more: How to implement your own ABM strategy - our guide

When combined with the inbound process, ABM is an approach that focuses on generating quality lead opportunities, opens communication channels with people who matter most to your business instead of a generic sales team, focuses on building relationships and does it all in a way that doesn’t alienate or disrupt people already busy and short on time.

It’s pumped-up persona marketing, only instead of having a broad idea of the people you’d like to attract, you laser in on real-world companies and individuals who you believe would benefit from a partnership with yourselves as much as you would from associating with them.


Guide Images


Who should consider account based marketing?

We’ve mentioned inbound marketing a lot here. ABM works great for those who already have a grasp of the practice and its benefits, and can go a long way to turbocharging any existing strategy.

B2B enterprises can also be the largest beneficiaries of an ABM approach. B2B companies typically have longer sales processes. ABM can help to better target high-value prospects who are a better fit whilst, at the same time, reducing churn and time-to-sale. 

As well as being great for varying growth strategies, ABM is also a good fit for larger enterprises who have longer and more complex sales cycles, to streamline them and attract similar-sized companies.

Read more: Our guide to Account-Based Marketing


Tell me about account based sales

One of the biggest problems that a lot of companies have is getting their sales and marketing departments working on the same page. That’s one of inbound marketing’s biggest selling points; aligning both of those departments so they’re more fluid, target and convert better prospects.

 For ABM to be a success, that inbound philosophy simply needs to be there to help create more data-led business intelligence with a creative approach to make the best campaign possible. ABM is perhaps one of the best strategies to do that, but there are some slight differences between an inbound campaign and one that incorporates ABM.


A typical inbound sales strategy will:

  • Identify and look for active personas and buyers, giving them priority over more passive personas
  • Earn their trust with a personalised journey that provides context, content and conversations depending on the buyer stage
  • Find the leads that fit best, exploring their interest to develop stronger relationships and discover different wants and needs
  • Nurture and advise those leads through a combination of platforms and channels to help turn them into long-term customers


Account Based Sales (ABS) though isn’t as broad and focuses on targeting specific people and accounts. When incorporating ABS, you will:

  • Develop a singular view and focus heavily on specific people you want to work with, instead of pursuing broader ‘lead-gen’ goals
  • Identify the people within each company that make up the decision-making unit (DMU) and identify your most important targets (these are the people who could give you the green light for a partnership in the future)
  • Create content highly personalised to people in your DMU, to catch their attention and make clear how you can solve their pain points
  • Build relationships on their terms through unobtrusive outreach techniques key to the inbound process, such as social selling
Account based marketing process outline
Without these guys introducing us to HubSpot and supporting the integration within the business I dread to think where we would be today. Nothing is too much trouble and every answer is only a phone call away. Can't recommend Six & Flow highly enough!

Gavin Prince

VeriLet Ltd


Download our free guide to account based marketing

ABM has been shown to increase the long-term value of customers alongside finding and converting high-value prospects.

However, many companies within the B2B sector are still unsure of how to integrate account-based marketing practices into existing strategies.

Our guide is designed to explain how ABM works, and how you can use it to increase the effectiveness of your existing marketing.

Adopt ABM processes in order to:

  • Increase account relevance
  • Engage earlier with higher value deals
  • Align marketing activity with account strategies
  • Get the best value out of your marketing
  • Inspire customers with compelling content