Account-Based Marketing at The Digitale
Precise targeting for sustainable B2B success
Why account-based marketing is the future of B2B marketing
Conventional marketing for B2B often fizzles out in the crowd – high budgets, but few relevant leads. Account-Based Marketing (ABM) changes the game: instead of a watering can, we use a targeted approach to address exactly those companies that really have potential. The result? Higher conversion rates, more efficient sales processes and an optimized customer journey that has a positive effect on the entire buying process.The biggest challenges in B2B lead generation
- Too many unqualified leads – a lot of effort, few chances of closing a deal.
- Target group: high wastage drives up marketing costs.
- Long sales cycles, because potential customers are not optimally pre-qualified.
The 3 success factors for an ABM strategy
Account-based marketing brings focus to B2B marketing:- Targeted selection: Only the companies that have real potential.
- Personalized approach: Individual content for the relevant decision-makers.
- Measurable success: Data-driven optimization for maximum efficiency.
AI + ABM: How we optimize with data
Artificial intelligence is revolutionizing account-based marketing (ABM) by taking data-based strategies to a new level. Instead of a scattergun approach, we rely on smart segmentation, predictive analytics and hyper-personalized targeting. AI helps us to identify patterns in user behavior early on and to deliver marketing messages where they will have the greatest impact – be it on LinkedIn, via email or directly on your website. The result: precise, individualized campaigns that are not only efficient but also scalable. A central tool in our ABM tech stack is Leadinfo – an AI-based software that we use to identify, analyze and target anonymous website visitors before they actively contact us. As a Gold Partner of Leadinfo, we exploit the full potential of the tool: through in-depth insights, automated processes and seamless integration into existing CRM and marketing solutions. This is how we turn clicks into qualified leads – quickly, effectively and measurably.
Would you like to learn more about Leadinfo and how you can use it to successfully generate high-quality leads?
ISPO: ABM reimagined – B2B2C relevance through data-driven orchestration
For ISPO, we have redefined account-based marketing as an integral part of a holistic digital strategy. The task: to transform a classic trade fair brand into a forward-looking B2B2C platform – with a focus on maximum relevance along the entire customer journey. Instead of one-dimensional targeting, we developed a data-based, personalized framework that intelligently connects all touchpoints: from strategic conception and targeted content to cross-channel activation and precise performance tracking. The result: ISPO.com is now one of the largest content marketing platforms in Germany – with strong visibility in trade media and a high impact in the end customer segment. A best case example of how ABM can measurably create added value – when all the disciplines work together perfectly.These other companies have revolutionized their marketing and sales with ABM and us
This is how you get started with account-based marketing
- Define your target customers: Identify and prioritize the most valuable accounts.
- Create personalized content: Address decision-makers with relevant messages.
- Start a multichannel approach: Use the appropriate channels such as LinkedIn, email, and the web.
Now is the perfect time to take your B2B marketing to the next level. With ABM, you can reach exactly the right customers – efficiently and measurably. At the same time, you can optimize their customer journey with a personalized approach and targeted content that is precisely tailored to their needs.
Gain a real competitive advantage
Powerful account-based marketing with The DigitaleFrequently asked questions about ABM (FAQ)
What is account-based marketing?
Account-based marketing (ABM) is a highly targeted B2B marketing approach that focuses on key accounts instead of broad target groups with generic campaigns. It involves systematically identifying and analyzing potential target customers and addressing them with a tailored message.
ABM differs from classic inbound marketing in that it does not wait for companies to show interest, but actively approaches relevant decision-makers. Personalized content is essential to build trust and strengthen customer loyalty.
By using personalization-based campaigns, companies can increase marketing and sales efficiency, minimize wastage and achieve a measurable improvement in return on investment.
What about compliance and data protection (GDPR)?
GDPR-compliant account-based marketing is essential to avoid legal risks. B2B marketing campaigns must not be based on unauthorized mass mailings, but rather on legal data sources. These include opt-in newsletters, CRM data or intent data platforms such as ZoomInfo or LinkedIn Sales Navigator.
ABM remains a highly effective marketing approach when personalized messages and data protection-compliant tracking methods are used. Close collaboration between marketing, sales and data protection teams is important to ensure that key accounts are targeted in compliance with the GDPR.
Using automated workflows to qualify leads and communicating transparently with target customers ensures that companies not only comply with the GDPR, but also build lasting trust with their customers.
What is the right account-based marketing strategy? How do you make it successful?
The success of an ABM strategy depends on several factors. Identifying relevant key accounts, i.e. companies with a high purchase probability, is crucial.
A combination of CRM data, intent signals and firmographic analysis is used for this. This is followed by a personalized approach that ensures that each decision-maker is reached with content tailored to them.
Another success factor is the multichannel campaign structure: ABM campaigns work particularly well when they are played across LinkedIn, email, retargeting and direct outreach.
Data-driven optimization of the strategy is key: By regularly analyzing campaign performance, companies can maximize their marketing efficiency and increase return on investment in a targeted manner.
What are the key steps to implementing a successful ABM strategy?
A well-thought-out ABM strategy follows clear steps:
- Identify target customers: Select companies with high relevance and probability of closing a deal.
- Develop personalized content: Create whitepapers, customized landing pages, webinars and targeted marketing campaigns.
- Activate multichannel marketing: Synchronize B2B marketing via LinkedIn, email, ads and direct communication.
- Set up automated workflows: Link CRM systems with lead scoring & nurturing.
- Measure success & optimize: Continuously evaluate KPIs such as engagement rate, pipeline growth, and ROI.
Dynamic optimization ensures that ABM campaigns are constantly evolving and continuously deliver better results.
How do we identify the best target accounts for campaigns?
The selection of the right key accounts is based on a combination of data-driven analysis and lead scoring systems. Among other things, intent data, firmographic information and CRM data are used to find companies with a high probability of purchase.
ABM tools such as ZoomInfo or LinkedIn Sales Navigator can be used to identify target customers and address them with customized marketing campaigns.
Another success factor is the analysis of existing B2B area data to identify which industries, company sizes and decision-makers react particularly actively to personalized content.
Which tools and technologies does The Digitale recommend for account-based marketing?
For an effective ABM strategy, The Digitale relies on a modern technology stack:
- Account-based marketing tools: Leadinfo, Leadfeeder, 6sense
- CRM & Automation: Salesforce, HubSpot, Marketo
- Data Analysis & Targeting: ZoomInfo, LinkedIn Sales Navigator
- Personalization & Automation: ChatGPT, Gemini, Claude, Make.com
These tools enable highly precise campaign control, long-term customer retention and optimized decision-making processes in the B2B sector.
How does The Digitale evaluate and measure the effectiveness of ABM campaigns?
To measure the return on investment of ABM campaigns, we rely on data-driven KPIs:
- Revenue Impact: How much revenue was generated by key accounts?
- Pipeline Value: How many potential target customers are developing into customers?
- Customer Lifetime Value (CLV): Long-term value of acquired customers.
- Marketing-to-sales efficiency: Shorter sales cycles through personalized content.
Automated performance analysis and AI-supported optimization continuously adjust the ABM strategy to ensure maximum efficiency.
Do I even have enough qualified traffic for ABM?
Yes! ABM works even with few, but highly relevant visitors.
- Quality over quantity: 50 relevant decision-makers are better than 500 unqualified leads.
- Use retargeting and intent data to identify target customers.
- Strategically optimize paid and inbound channels to continuously build relevant contacts.
The result: marketing with maximum efficiency and measurable ROI.
What is relevant content? What content do I need? Who will create it for me?
Successful account-based marketing (ABM) thrives on relevant, personalized content that is tailored to decision-makers in key accounts.
- Whitepapers & reports: Provide in-depth insights, strengthen expertise and help to convince the right target group.
- Personalized landing pages: Optimized for campaigns, with specific messages for individual prospects.
- Videos & Webinars: Provide direct contact with decision-makers, increase engagement and promote customer loyalty.
Creating this tailored content requires a clear ABM strategy and a deep understanding of B2B marketing mechanisms. The Digitale takes on personalized content production – from strategy development and creation to optimization for maximum conversion rates.
How do I establish collaboration between marketing and sales?
Effective account-based marketing requires close collaboration between marketing and sales to ensure a unified approach to key accounts.
- Define common goals: The focus is not only on leads, but also on revenue and long-term customer retention.
- Establish regular meetings: Continuous communication between marketing and sales teams ensures that insights are directly incorporated into ABM campaigns.
- Create account-specific playbooks: standardized customer approaches, coordinated workflows and clear key metrics increase efficiency.
This ABM strategy ensures that both departments work together on a targeted, data-driven marketing strategy – for greater efficiency, higher close rates and a measurable ROI.
How do I automate workflows for inbound marketing and sales?
Automation is essential to efficiently manage ABM campaigns and reach key accounts in a targeted manner.
- Marketing and CRM automation: HubSpot, Marketo and Salesforce enable automated lead scoring and nurturing processes.
- Data integration & process optimization: CRM interfaces ensure a seamless flow of data between marketing and sales.
- Workflow automation: With Make.com & Zapier, processes can be optimized without manual effort.
- AI-powered personalization: Tools like ChatGPT, Gemini & Claude help create personalized content and scale individual targeting.
The result: faster sales cycles, better personalization, and maximum efficiency in B2B marketing.
How do I prove the return on investment (ROI)?
A major advantage of account-based marketing is its measurability. To clearly demonstrate ROI, we rely on data-based key metrics:
Direct success metrics:
- Revenue impact: How much revenue is generated by the acquired key accounts?
- Pipeline value: How many potential customers develop into paying customers?
- Customer Lifetime Value (CLV): The expected total revenue of a customer acquired.
Efficiency increase & cost optimization:
- Marketing-to-sales efficiency: Shorter sales cycles, higher conversion rates.
- Budget optimization: Targeted campaigns reduce waste coverage and lower costs.
Dynamic optimization:
- Automated performance analysis for continuous improvement.
- AI-powered decision making with ChatGPT, Gemini & Claude for data-driven adjustments.