Guida completa alle tattiche di marketing basato sugli account

High-ticket sales, greater revenue, acquiring users at scale, warming up cold leads, up-sells and cross-sells—whatever you aim to achieve with account based marketing campaigns, you’re in the right place.  

Before diving deeper into ABM tactics, let’s first understand everything about account-based marketing. 

What is account-based marketing (ABM)? 

Account based marketing or ABM is a strategic approach focused on high-value accounts within a market or organization. It creates personalized buying experiences to improve acquisition, strengthen relationships, and drive business growth. Account based marketing is a growth strategy where marketing and sales collaborate to create personalized buying experiences for selected high-value companies. 

With ABM, you treat each high-value account as a unique market. This leads to better ROI and stronger customer loyalty by tailoring the buyer’s journey and customizing communication, content, and campaigns for these accounts. 

Account-based marketing framework 

L'account-based marketing è l'esatto opposto del marketing tradizionale o inbound. Un approccio tradizionale o inbound al marketing è come gettare un'ampia rete, sperando e pregando di catturare il pesce (per così dire il pubblico target). E poi bisogna coltivarli in modo sottile per farli progredire verso una decisione d'acquisto. 

In linea di massima, l'account-based marketing si articola in tre fasi: 

1. Identify 
Account based marketing starts with identifying the right accounts—not filling a wide funnel, but narrowing in on high-fit targets based on your ideal customer profile. Use tools to streamline this process. These accounts may come from your existing client base or entirely new prospects, depending on your campaign goals—be it deepening partnerships or acquiring new users. 

2. Engage 
This stage involves reaching out through multiple channels like email, webinars, ebooks, targeted ads, videos, and events. Success depends on delivering pain point-driven, visually appealing, and compelling content. 

3. Land and expand 
The goal now is to land a meeting with key decision-makers. Sales takes over to pitch transformational growth opportunities, whether it's new user acquisition, high-ticket deals, or other business goals. 
Account based marketing works best for new categories where awareness is low, while inbound marketing thrives once your product and audience are established. Both approaches support different growth stages. 

How ABM is different from traditional marketing 

In terms of ROI, account based marketing initiatives outperform other marketing investments, according to 87% of B2B marketers (Source: ITSMA) 

L'ABM adotta un approccio di marketing one-to-one con una forte attenzione alla costruzione di relazioni, invece del tradizionale approccio one-to-many. In questo modo si capovolge quasi letteralmente l'imbuto di marketing convenzionale, perseguendo in modo proattivo i clienti target di alto valore fin dall'inizio. 

ABM goes beyond identifying high-quality leads—it targets and builds relationships with the most qualified prospects likely to convert. It's a zero-waste strategy that eliminates irrelevant leads often generated by traditional marketing. 

Benefits of account-based marketing 

Account based marketing delivers strong ROI because it focuses efforts precisely, offers high trackability and measurability, allows for iterative optimization, and minimizes energy drain and cost leaks.  

While initial investments in time and resources may be high, they decrease as you refine your strategy—often yielding returns far greater than traditional marketing. Add in intangible benefits, and the overall impact can feel exponential. 

• Unlocking new opportunities - ABM demands strong synergy between sales and marketing teams to unlock new capabilities and build a priceless competitive edge for your organization. 
• Shorter sales cycles - a result of targeting the decision-maker right from the beginning, instead of letting frontline workers work their way up gradually - enabling you to squeeze in more accounts and pump-up revenue generation. 
• Solid brand-customer relationships resulting from memorable customer experiences open up opportunities for upselling and cross-selling. 
• Greater returns on investment - Because of the very nature of targeting accounts with the highest probability of success, the returns automatically increase. 
• Increased revenue - As per a report by DemandBase, 60% of companies that use ABM saw a revenue increase of at least 10% within 12 months, while 1 in 5 companies experienced a revenue increase of 30% or more. 
• Scalable user acquisition - automation with the modern tech stack helps in acquiring users without the limitations of manually nurturing each account. Again, jump over to the programmatic ABM section if that’s what you are looking for. 
• Brand attention: Social capital and ‘free press’ that affirmative word-of-mouth from a VIP or big shot account (which is what most of your ABM exercises will target) can fetch for your brand. 

Importance of account-based marketing for B2B 

87% of B2B marketers surveyed by ITSMA reported that their ABM initiatives outperform their other marketing investments in terms of ROI. 

Identifying and targeting key accounts has always been a best practice for B2B marketing and sales teams. What’s different today about account-based marketing is the advanced tech stack, including tools for shortlisting key accounts, finding human-verified contacts, managing customer relations, capturing leads, measuring engagement, digitalizing gifts, etc.  

Such a tech stack strengthens your account-based marketing multi-folds. For B2B marketing, this is essential, as it’s the most efficient way to use your time, energy, and resources. 

Types of account-based marketing 

Here are the types of ABM marketing that you should know about: 

Strategic ABM: One-to-one 

Strategic account based marketing is like entering a long-term partnership with a premium client. It requires a deep understanding of their business, tailored solutions, and a company-wide commitment to making their success your own. It focuses on building lasting value, not just driving sales, and demands active human involvement to deliver outcomes like revenue growth, advocacy, and customer lifetime value. Here's the streamlined 7-step process: 

• Step 1 - Knowing what is driving the account: Understand the client's business drivers and where you can add more value through deep research and tech-enabled insights. 
• Step 2 - Playing to the client’s needs: Identify existing or new offerings that align with their goals and build on your company’s strengths. 
• Step 3 - Mapping and profiling stakeholders: Understand who is involved in decision-making and how they influence the buying journey. 
• Step 4 - Developing targeted value propositions: Focus your pitch on benefits like efficiency, speed, revenue growth, or value creation to make a compelling case. 

• Step 5 - Planning Integrated Sales and Marketing Campaigns - it’s a must to have the involvement of both teams to ensure the success of the campaign. If the sales team understands problems and solutions, the marketing team knows how to use that information to drive the narrative to achieve success. 
• Step 6 - Executing Integrated Sales and Marketing Campaigns - Besides sales and marketing skills, project-management skills would be necessary for the account managers to execute successful campaigns. 
• Step 7 - Evaluating Results and Updating Plans - This is self-explanatory yet very important for continued ABM campaign success. 

ABM Lite: One-to-few 

With ABM Lite, campaigns target small groups of accounts with shared characteristics and pain points, guided by key sales team insights like which accounts to pursue, decision points, relevant business issues, positioning, and content tailoring. Technology plays a larger role than human effort in execution and measurement.  

It's ideal for scaling outreach beyond strategic accounts and serves as a bridge between strategic and programmatic ABM. A great example is Facebook’s $1 billion creator funding program, designed to keep video creators—and their audiences—on Facebook rather than sending traffic to YouTube, ultimately increasing user stickiness and ad revenue. 

Getting Youtube creators to upload videos exclusively on Facebook is an excellent way of keeping users stuck to their platform. 

Programmatic ABM: One-to-many 

Programmatic ABM enables personalized engagement at scale using advanced technologies for targeting, analytics, and automation. With minimal resources, marketers can reach hundreds or thousands of accounts by leveraging tools that gather insights through social listening, deliver cookie-based targeted content, and nurture leads throughout the buying journey.  

Here is what programmatic ABM entails: 

• Identify target accounts 
  Use data on existing high-value customers to define and shortlist similar accounts. 
• Find decision-maker contacts 
  Use tools like LinkedIn Sales Navigator or LeadFeeder to gather key contact info. 
• Research pain points 
  Leverage data-driven tools to understand specific needs and challenges. 
• Plan the campaign 
  Choose platforms (LinkedIn, email, etc.), define touchpoints, create messaging, and set budgets/timelines. 

• Prepare content 
  Create pain-point-driven, personalized, and visually engaging content (eBooks, case studies, templates, etc.) with input from sales and design teams. 
• Execute campaign 
  Use automation tools like HubSpot to manage workflows, track touchpoints, and trigger actions based on audience behavior. 
• Measure and optimize 
  Track engagement metrics using analytics tools and refine your ABM strategy based on performance data. 

15+ Account-based marketing tactics to drive growth 

Almost every element of ABM is focused or based on relationship building. Let’s look at some ABM tactics to drive growth via relationships building with target accounts. 

1. Build a list of high value accounts and create an ideal customer profile 

ABM prioritizes quality over quantity. It requires you to go after handpicking, best-fit accounts that 100% match your ICP (Ideal Customer Profile). 

Il vostro lavoro di account-based marketer non finisce qui, perché il coinvolgimento significativo è un elemento cruciale dell'ABM. 

È necessario costruire un rapporto di fiducia a lungo termine con i clienti di alto valore focalizzati sull'ABM, educandoli, coltivandoli, aggiungendo valore e seguendoli. L'obiettivo è conquistare il business di questi clienti o mantenere i clienti esistenti. 

Connect as many data points as possible to prepare an ideal customer profile. Data points include - age, gender, location, role, company size, motivation, goal, challenges, etc. 

2. Identify growth opportunities for customers 

Before you engage with any high-value account, shift your mindset from selling a product to unlocking customer growth. Modern B2B buyers are no longer interested in generic pitches—they want partners who understand their industry, anticipate their pain points, and offer a path to measurable improvement. 

To do this: 

• Leverage data and insights: Use intent data, website activity, social signals, and tech stack intelligence to understand what the customer is struggling with or investing in. 
• Audit their current state: Benchmark their digital presence, customer engagement, or revenue channels. Show where they stand compared to their peers. 
• Map pain points to business value: Instead of pitching features, illustrate how your offering will help them increase efficiency, lower costs, expand reach, or grow revenue. 

Remember: People don't buy tools—they buy outcomes. Your messaging should clearly communicate how working with you gets them closer to being a better version of their business. 

3. Personalize sales enablement content 

I contenuti personalizzati sono la chiave del successo dell'ABM. Oltre a questo, la messaggistica, il web e le esperienze di acquisto giocano un ruolo significativo nella conversione dei clienti focalizzati sull'ABM in clienti paganti. 

Uno dei motivi è che vi permettono di relazionarvi meglio con i clienti e gli stakeholder di riferimento e di rafforzare il vostro rapporto con loro. 

Personalization in ABM lets you show target accounts how your solution can benefit their business in different ways as you appeal to different stakeholders. This BM tactic goes a long way toward building lasting relationships in ABM.  

Bring marketing and sales teams together to prepare personalized content that the sales team can share with the prospects. Ask the marketing team to leave some fields blank for customization.

4. Create offers to land a personal meeting 

Getting a foot in the door with a decision-maker is the single most crucial part of ABM. The best way to do that? Deliver value upfront. 

Ecco come: 

• Free audits or assessments: Offer tailored insights relevant to their business, like a quick performance audit or technology gap analysis. These act as conversation starters while proving your expertise. 
• Custom quality scores: Evaluate a specific business area (e.g., “content performance score,” “CX readiness score,” or “sales conversion health”) and offer a personalized report with actionable tips. 
• Free consultations: Provide a no-strings-attached session with one of your specialists—someone who can speak the target account’s language and help them see new opportunities. 

Make sure the path to the meeting is smooth: 

• Use one-click scheduling tools (e.g., Calendly or Chili Piper). 
• Send personalized emails referencing their pain points or growth goals. 
• Optionally, sweeten the offer with an incentive—like a coffee e-gift card via Xoxoday Plum—especially when targeting senior stakeholders. 

Pro tip: The more specific and relevant your offer, the more likely they’ll say yes. Generic pitches get ignored; insight-driven value propositions open doors. 

5. Recognize and tag target accounts on social media for visibility 

L'e-mail non è l'unico canale utilizzato per indirizzare gli account di alto valore nell'ABM. Non tutte le persone e le aziende passano la maggior parte del loro tempo o preferiscono che i marchi comunichino con loro sullo stesso canale. 

Anche i social media, la posta diretta, il telefono, i video, i webinar e gli eventi di persona vengono utilizzati per perseguire e coltivare i clienti focalizzati sull'ABM. 

Utilize different channels to stay top of the mind, share content, interact, and foster your relationship with prospects. 

Acknowledge your target accounts by featuring them in blog posts—like top company lists or rising startups—and tag them on social media to increase visibility. Go a step further by adding key decision-makers to curated Twitter lists, which triggers a notification. Engage with them through thoughtful comments to spark meaningful interaction and strengthen brand recall through well-executed ABM tactics. 

6. Use advanced tools 

To execute account-based marketing effectively, you need more than strategy—you need the right tools to bring it to life. These platforms support every stage of the ABM funnel, from targeting to engagement: 

Account selection tools 
Platforms like Clearbit, ZoomInfo, and Demandbase help identify high-value accounts using firmographics, intent data, and buying signals. This ensures your efforts are focused on the right prospects showing real interest. 

• CRM platforms 
  CRMs such as Salesforce and HubSpot help track account activity across touchpoints, keeping sales and marketing aligned. With all interactions logged in one place, teams can engage with precision and avoid redundant outreach. 
• Ad targeting tools 
  LinkedIn Campaign Manager allows you to reach key decision-makers within your target accounts. Its advanced targeting options help ensure that the right content lands in front of the right people at the right time. 
• Content personalization platforms 
  Solutions like Uberflip or PathFactory enable dynamic content delivery, creating tailored journeys for each account. Personalized landing pages, resource hubs, and adaptive messaging boost engagement and relevance. 
• Rewards and gifting platforms 
  Xoxoday Plum integrates seamlessly into ABM workflows by enabling personalized digital rewards. Whether it's sending gift cards to incentivize meetings or rewarding account engagement, Plum adds a human touch and encourages deeper connections. 

Together, these tools help you deliver a cohesive, personalized experience across your ABM campaigns—scaling relevance without sacrificing efficiency. 

7. Automate to scale 

Strategic ABM would require your sales team to take charge of account handling personally. But for programmatic ABM and ABM Lite, you can automate 60-70% of the process using the right tools. Automate: 

• Email drips for different personas and buying stages. 
• CRM workflows for scoring and routing leads. 
• Gifting triggers based on campaign actions using tools like Xoxoday Plum. 
• Retargeting ads for accounts that show intent signals. Automation doesn’t just save time—it enables consistency, better segmentation, and real-time personalization at scale. 

8. Tie your ads with gifts and rewards 

Social media platforms are flooded with ads. LinkedIn alone offers seven types of ad formats. The ads can be placed in various locations like hello bar, newsfeed, messages, notifications, sidebar, etc. However, if you want to cut through the noise - gifts and rewards can go a long way when aligned with effective ABM tactics.  

To grab attention: 

• Bundle rewards with your ad campaigns: Offer a coffee voucher, Amazon gift card, or charity donation for attending a demo. 
• Use personalized messaging to highlight the reward and its relevance. 
• Enable direct reward redemption through integrated platforms like Xoxoday Plum. Adding value upfront creates an instant hook and increases ad engagement significantly, especially in competitive markets. 

9. Target multiple decision-makers on LinkedIn 

Among the wholesome choices for LinkedIn ads, the platform enables company-specific targeting. Media managers can identify company accounts on LinkedIn and serve ads to the key influencers at those companies. In fact, the ad campaigns can offer tailored content to all stakeholders. 

Modern B2B buying committees consist of 6–10 stakeholders. LinkedIn enables you to: 

• Target by job title, seniority, and function across specific companies. 
• Serve personalized ads to each role—CTOs get tech deep dives, CMOs get ROI narratives. 
• Layer ads with tailored offers like eBooks or consultations. A multi-persona, multi-touch approach ensures no decision-maker is left behind. 

10. Use account-based retargeting 

Create multiple touch points on social media by retargeting engaged contacts. Tie each touchpoint with a valuable offering like an e-book, case study, template, guide, etc. You can also add gifts with these offerings like Amazon gift cards, coffee vouchers, product discounts, etc., for better results.  

Keep your brand top-of-mind with persistent, relevant content across touchpoints: 

• Retarget visitors who engaged with your site, ads, or emails using platforms. 
• Offer gated assets like industry reports, ROI calculators, or playbooks. 
• Enhance the offer with a reward—e.g., “Download our industry trends report and get a $10 coffee voucher.” This combination of content and reward creates a powerful incentive loop that drives action. 

11. Rock the trade shows and on-ground events 

Plan engagement activities and rewards in advance to target the pre short-listed accounts at the trade shows and physical events. Here is your complete guide to maximizing conversions from physical events.  

Don’t treat trade shows as passive lead collection exercises. Instead: 

• Identify high-value attendees beforehand. 
• Send pre-event rewards (like a meeting booking with a gift) to build anticipation. 
• Host mini-contests or personalized demos at the booth and reward participation. 
• Use gifting automation platforms like Xoxoday Plum to deliver instant rewards that boost engagement, create memorable touchpoints, and drive timely actions. 

12. Create a buzz with digital gifts 

When building meaningful touchpoints in ABM campaigns, digital gifting stands out as a memorable and frictionless way to capture attention and deepen engagement. With hybrid workforces and distributed teams becoming the norm, brands need faster, more scalable ways to delight prospects and customers—without relying on physical logistics. 

Digital gifts offer just that: instant delivery, customizable options, and seamless tracking—perfectly aligned with the precision of account-based strategies. But impact depends on intention. Gifting isn’t about handing out rewards at random—it’s about tying them to the right moments across the buyer journey. 

Instead of gifting for the sake of it, create value-driven experiences that leave a lasting impression: 

• Offer fine-dining or gourmet delivery vouchers before a product demo to set a relaxed, personalized tone. 
• Send experience gifts like spa days, movie nights, or mini-getaways as post-meeting thank-you or milestone rewards. 
• Use gift cards to let recipients choose what matters most to them—showing respect for their preferences and time. 

Platforms like Xoxoday Plum can help you automate these interactions—triggering rewards based on campaign behaviors or lifecycle milestones. From e-gift cards to curated experiences, the right digital gift becomes more than a gesture—it becomes a conversation starter, a trust-builder, and a catalyst for stronger relationships. 

13. Host events 

Events for the local accounts are a great way to develop strong relationships with key people at target accounts. Nothing beats this face-to-face interaction.  

Local meetups, executive roundtables, or invite-only dinners offer premium networking opportunities: 

• Target key accounts in a region and craft highly curated invites. 
• Offer personalized perks like customized goodie bags or VIP experiences for attendees. 
• Follow up post-event with thank-you gifts or exclusive content offers. These intimate interactions humanize your brand and open the door for stronger, long-term partnerships. 

14. Measure and recalibration 

Measuring the right ABM metrics is key to evaluating campaign success. Track core KPIs like deals closed, average deal size, sales cycle length, time to close, and revenue earned.  

Since ABM thrives on relationship-building, also monitor engagement metrics such as stakeholders reached, meetings earned, event participation, content consumption, and email performance.  

Use CRM-integrated tools to assess account interactions, identify what’s working, and refine your ABM tactics for better outcome. 

15. Customize customer kits and packages   

Netflix segmented accounts with similar profiles and tailored campaigns based on shared technology, personas, and challenges. Their marketing included direct mail, personalized content, and follow-ups to enhance the VPN streaming experience. They also sent personalized boxes to select accounts as part of ABM strategy. 

Similarly, to grab McDonald’s attention, marketers sent burger kits to top decision-makers. Each kit featured custom receipts and used Big Mac ingredients to represent GumGum’s tech—like patties for data and onions for targeting—plus an AR tattoo. Short videos shared on social media amplified the campaign, ultimately leading to a meeting with McDonald’s key stakeholders. 

16. Adapt digital strategies  

Blue Yonder, a digital supply chain solutions provider, adopted ABM in 2017 to align marketing with sales and BDRs. When the COVID-19 pandemic disrupted their traditional event-based strategies, they pivoted to digital marketing with a phased ABM approach—starting small and scaling gradually. 

They aligned sales and marketing, focusing on targeted outreach through creative content, AI-driven data, A/B testing, and automation. Their engagement tactics included digital ads, direct mail, custom events, and personalized content. 

During the pandemic, they shifted messaging to emphasize resilience and empathy, turning their annual conference into a free virtual event with over 5,000 attendees. This ABM strategy generated $10 million in ad-driven pipeline and improved performance through ongoing optimization. 

17. Start a rewards campaign 

ABM focuses on targeting a niche audience and closing high-value deals. With Xoxoday Plum, you can easily run marketing campaigns using automated reward workflows—no developer needed.  

The platform offers diverse rewards from 100+ countries and personalized redemption experiences. Choose from corporate gifting, survey incentives, referrals, loyalty programs, and more. Trigger-based automation links lead sources, streamlines organization, and ensure a seamless experience for both referrers and referees.  

3 Vantaggi di sfruttare le tattiche ABM 

ABM tactics offers numerous advantages that can positively impact various types of businesses. Here are some of these benefits.  

1. Keeps marketing and sales teams aligned 
   ABM ensures sales and marketing share goals, budgets, and roles—leading to better teamwork, clear communication, and a seamless experience for every account, regardless of its stage. 
2. Increases relevance for high-value accounts 
   ABM tailors content and communication to each account, making your business more relevant by clearly addressing their specific challenges and positioning your offerings as the ideal solution. 
3. Delivers consistent customer experiences 
   By treating each account as its own market and aligning teams, ABM ensures uniform, personalized experiences with timely campaigns, accurate product info, and tailored pricing at every touchpoint. 

Sfruttare le tattiche ABM per la vostra azienda 

ABM tactics are effective regardless of industry, company size, or current marketing approach. Its ongoing evolution promises to simplify marketers' tasks, boost efficiency, and drive greater profitability for organizations globally, both now and in the future. 

To make your ABM even more impactful, leverage Xoxoday Plum—a powerful rewards platform that helps you build stronger relationships with decision-makers through personalized, timely, and digital gifting. From e-gift cards to curated experiences, Plum enables seamless reward workflows to delight and convert your most valued accounts. 

Supercharge your ABM strategy with Xoxoday Plum 

Xoxoday Plum brings precision, personalization, and automation to your account-based marketing efforts through rewards that resonate. Here’s how: 

1. CRM-Integrated reward automation 
   Seamlessly integrate Xoxoday Plum with popular CRMs like Salesforce or HubSpot to automate the delivery of rewards at key touchpoints—be it after a demo, event participation, or milestone achievement. 
2. Personalized gifting at scale 
   Send tailored rewards such as digital gift cards, curated experiences, or branded swag that reflect your prospect’s preferences, role, or region. It transforms generic outreach into memorable brand engagement. 
3. Boost meeting bookings & engagement rates 
   Use incentives to nudge decision-makers to accept meeting invites, attend webinars, or respond to surveys. Incentivized calls-to-action can dramatically improve your ABM campaign response rates. 
4. Global reward catalog 
   Access over 1mn+ reward options—including local and international brands—ensuring that your gifts are always relevant and appreciated, no matter where your target account is located. 
5. Real-time tracking & ROI visibility 
   Track redemptions and campaign performance through Plum’s analytics dashboard. This helps marketers optimize outreach and understand which reward triggers deliver the best ROI. 
6. Delight buying committees, not just individuals 
   ABM often targets multi-stakeholder groups. With Xoxoday Plum, you can deliver personalized gifting across multiple contacts within an account to influence and delight entire buying teams. 
7. No manual effort or operational overhead 
   Eliminate the complexity of reward logistics. With Plum’s automated workflows, rewards are sent instantly and securely—saving your team hours of manual coordination. 

Book a demo today and discover how Xoxoday Plum can elevate your ABM campaigns with the power of rewards!