Strategic ABM is a highly-customised one-to-one form of account-based marketing. That means targeting individual accounts with hyperpersonalised marketing content.
The majority of this type of ABM is targeting existing high-value B2B accounts with the objective of building relationships and identifying opportunities to increase your share of their spend. With that said, strategic ABM can also be used to target new high-value accounts.
It’s critical to conduct in-depth research and build a comprehensive persona of the prospective client prior to creating the campaign content, as this allows highly-targeted marketing that will increase conversion rate.