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Finding and defining your ideal customers: fully understanding Account-Based Marketing (ABM)

Account-Based Marketing (ABM) is a strategic approach in which marketing efforts are aligned with specific customer accounts. But how do you find and define your ideal customers?

ABM Strategy: Definition and Personalization at the Heart of Success


In a world where outbound marketing and cold emailing are often considered strategies of the past, it is crucial to recognize that these methods are not obsolete but require a more sophisticated and personalized approach to remain effective.

Moreover, with the recent restrictions imposed by Google, sending cold emails without a well-defined strategy has become a major challenge. Personalization and a thorough understanding of your target audience are becoming almost mandatory. Hence prioritizing quality customers in the face of a shower of customers claiming you every two minutes with Account-Based Marketing.

The ABM Strategy: A Necessity in Modern Marketing

What is ABM?

Account-Based Marketing (ABM) is a strategic approach in which marketing efforts are aligned with specific customer accounts. It is based on three key steps:

1. Identifying your customer customers via your ICP and buyer persona

Precisely identify your customers and Define your ICP (Ideal Client Profile) and your buyer persona.

2. A personalized marketing commitment through marketing action

After identifying your typical customers (20% of your customers bring you back 80%), launch an engagement through a marketing action: an ultra-targeted ads campaign, a multi-channel sequence, a newsletter, a newsletter, a cold strategy (cold calling & mailing).

3. Onboarding your customers and scaling

Onboard your customers and refine your strategy.

Defining ICP: The Crucial First Step

The Importance of ICP

Your ICP represents the ideal company profile for your solutions. Identifying this KPI is crucial because it allows you to focus your efforts on the prospects that are most likely to generate a significant return on investment. The criteria include business size, industry, revenue, location, and buying behavior.

Understanding the Buyer Persona: The Human Behind the ICP

The Creation of the Buyer Persona

After defining your KPI, the next step is to humanize this profile by developing buyer personas. These personas represent key individuals within the targeted companies, such as C-levels, managers, and department heads. Understanding their motivations, decision-making processes, communication preferences, and pain points is fundamental to personalizing your approach.

Cheatsheet to understand the difference between ICP and buyer persona

Lead Sorting Strategy: Prioritization for Maximum Efficiency

Sorting into Tiers

Once you've identified your KPIs and buyer personas, it's time to classify your leads into three thirds, based on their priority. This strategy makes it possible to adopt a personalized approach adapted to each group, thus maximizing the chances of conversion.

ABM: A Balance Between Knowledge and Creativity

ABM is not an exact science but rather a delicate balance between in-depth knowledge of your target and the creativity of your approach. By clearly defining your KPIs and your buyer personas, you are already taking a big step towards the success of your conversions.

Conclusion: Build Your Strength

In the complex landscape of modern marketing, ABM is an essential strategy. By focusing on personalizing and understanding your audience, you can turn current challenges into meaningful growth opportunities for your business.


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