Account-based marketing (ABM) is a B2B strategy that involves identifying high-value accounts, creating personalized campaigns for each account, and building relationships with key stakeholders. It’s a highly specific approach that requires research and analysis.

How Does Account-Based Marketing Differ From Traditional Marketing?

Unlike traditional marketing, which aims to reach a large and diverse audience, ABM is highly targeted and personalized. It focuses on building relationships with key stakeholders in target accounts and delivering tailored marketing messages to address their specific pain points and interests.

What are the Benefits of Account-Based Marketing?

Account-based marketing offers several benefits, including increased alignment between sales and marketing teams, improved efficiency in marketing efforts, higher engagement and conversion rates, and better overall return on investment (ROI) due to targeted and personalized approaches.

How to Research and Identify Target Accounts?

There are various methods for researching and identifying target accounts. The most common approaches are LinkedIn, external databases, or doing it manually.

According to the 2022 LinkedIn State of Sales Report Netherlands Edition, 46% of sales organizations commonly use data to target accounts and industries. You can jumpstart your research with this data in mind. Sales enablement data can help you identify your target accounts.


Account-based marketing is a great concept for small B2B organizations looking for a niche in their industry. This type of strategy can help you narrow down your scope and goals.