ABM Campaigns
Get your business in front of the right people, at the right time
Imagine you could attract your target audience using tailored content that met their needs. Imagine you could streamline the buying process to increase ROI. With the right planning and expertise, it’s actually not as difficult as you might think. KAYBE will help you win high value leads that matter thanks to a sophisticated ABM approach.
How does an ABM campaign work?
An account based marketing campaign (AKA an ABM campaign) is a tailored marketing strategy that targets a small, very specific audience, defined by your criteria. It covers all stages of the marketing and sales funnel.
The benefits of an ABM campaign include:
Increased Visibility
Become more visible across multiple search terms, allowing more online users to find you – however they choose to search.
Optimised Content
Provide well-written, carefully planned out content your target audience will love, such as infographics, videos and podcasts.
An Informed Audience
Give your audience the answers they are looking for and position yourself as a subject-matter expert.
Our work
We work with a huge number of companies with the goal of winning them new business. From large tech corporations and energy companies to high-value watch retailers, we’re trusted by many to run ABM campaigns that give great results.
Here are just a few examples of the gorgeous, highly effective campaigns we’ve worked on.
Fancy winning high-value leads that matter?
Start your ABM adventure today, and see the incredible results you can achieve with the help of KAYBE.
Why choose KAYBE's ABM services?
KAYBE is a team of MegaMarketers that love nothing more than delivering incredible results. We’re not content with being ‘just another marketing agency’. In fact, we like to think of ourselves as an extension of your marketing team.
We’re an award-winning digital marketing agency that obsesses over the most minute details. And it pays.
We’ll help you attract, engage and delight your target audience, build and strengthen relationships with them, deepen engagement, and, ultimately, boost ROI.
Benefits of working with KAYBE
By choosing KAYBE, you’re getting a dedicated team of marketers that have years of experience under their belts, a well-thought-out strategy that gives great results, and a better understanding of your target audience and what drives them.
Out-of-the-box thinking
Our strategic and creative minds can bring a brand new approach and a fresh way of thinking.
Access to a wide range of tools
Our expert tools provide us with greater insights and increased precision.
Dedicated time & attention
Our dedicated team move mountains to get you the very best results.
Years of experience
We're an award-winning agency with a team that exudes experience. We're here to guide you every step of the way.
Our approach to ABM
At KAYBE, we take a strategic approach to ABM campaigns that’s precise and measurable.
We ask our clients to provide us with the top 100 accounts they want to engage with. To help break this down, we begin by defining industry and personas. For instance, we work out where your targets spend their time – i.e. which social channels they use, events they attend, and newspapers they read. This insight helps us get a deeper understanding of your audience and the way they consume content, e.g. whether they prefer video content, as well as discovering emotional drivers.
Knowledge is power. We streamline the buying process, keeping your potential customers happy at every stage.
Attract, engage and delight your target audience
Blow your audience away with content that’s hyper-personalised to meet their needs and interests. Get started today!
Structuring Your ABM Campaign
You can run your ABM campaign in one of several ways. To help you decide which is the right method for you, we’ve categorised them into three main options, depending on how many people you want to reach, and the results you want to achieve:
1:1
- Target fewer than 10 people
- Hyper-personalised content
- Individualised approach by account
- High value product or solution
- Runs 6 to 8 months
Perfect for accounts that would contribute significantly to your annual revenue number if won.
1:Few
- Target between 10 and 50 prospects
- Personalised sector-specific content
- Sector-focused approach
- Runs for around 8 months
Great for accounts that are more agile and able to make quicker decisions on purchasing.
1:Many
- More than 50 targeted prospects
- Sector or solution-specific content
- Broad approach to all accounts
- Shortest sales cycles/decision-making
- Runs for up to a year
Perfect for accounts that convert quickly, giving you a faster ROI.
The most tailored take on an ABM campaign yet
Want to get in front of a larger number of hyper-targeted individuals, knowing that they’ll have an interest in your service?
KAYBE has developed Connect:X – next level ABM that enables you to define your audience and target them in a whole host of ways.
FAQs
How much does an ABM campaign cost?
Because of the nature of ABM, each campaign we build is truly bespoke. In comparison, a website design can be easily templated. However, with ABM, on each occasion we build a bespoke offering.
These costs are indicative of averages from ABM campaigns that we at KAYBE have successfully run, and are purely to give an idea for budgeting purposes. It is worth noting that we can blend ABM campaigns together, running, for example, 1:1 and 1:Few in parallel, targeting different accounts.
1:1 ABM (less than 10): between £8,000 and £15,000 per account.
1:Few ABM (between 10 and 50 targeted account): £30,000 to £50,000 per campaign, depending on volume and complexity.
1:Many ABM (more than 50 targeted accounts): £50,000 to £100,000 per campaign, depending on volume and complexity.
You can read more here about how One-To-Few ABM has grown in popularity.
What is the process for building out ABM activity?
All of our ABM campaign activity is built from scratch, as this is the very purpose of engaging in an ABM strategy from the offset. The volume of accounts that you would look to target, and the style of targeting (i.e. 1:1 ABM, 1:Few ABM or 1:Many ABM) will determine the level of detail that we would go into with you. But for some extra clarity, we have detailed our broad approach below:
- Define the Strategy: Once you have chosen how many accounts you want to target, along with the types of accounts, then we would look to set out the strategy to disrupt your targets.
- Build the Profile: (also referred to as persona building) is when we collate everything we know about the account we are looking to target. This could be from job roles, right through to what events they attend.
- Curate the Content: Build and develop the content in accordance with the appetite of the accounts we are targeting. If you select the 1:1 approach, this would involve us creating bespoke content for each account, as opposed to 1:Few, where we would look at personalising one piece of shared content.
- Start the Campaign: Once we have built the content, along with the supporting digital assets, we then press the go button! Now, it is not as simple as sitting and watching the phone ring… we manage the campaign, making tweaks or changes based on interaction insights that we have learnt.
- Wash-up/Retrospective: Following the completion of the campaign, we look to review everything that we have delivered with you, and take into consideration anything you would like to see improved if we were to run another campaign with you. This is two-way feedback, where we capture your thoughts, along with sharing some of the things we have learnt that you may not be aware of. We also build an ROI analysis, so you can see the performance of the ABM activity over time.
I have tried ABM campaigns before and they didn't work - should I try again?
ABM may seem like a new term, but it has been around for some time, in one form or another. You may have tried it in years gone by, but our key question here is ‘did you have access to all the tools and skills that we at KAYBE can supply you with?’
Even if the answer to the above is “yes” then we could look at using the insights of your previous attempt to build something bigger, better and more ‘fool-proof’.
It doesn’t cost anything to speak with us about your requirements. We can sketch some ideas and play them back to you, with no obligation.
Can ABM campaigns be done in-house?
They sure can! There is nothing stopping you from building a campaign in-house. However, some of the areas that we find help us gain bigger wins than an in-house team include:
- Ability to think outside the box: While that may sound cliché, we’re far enough removed from your business and its general way of thinking to being in fresh ideas.
- Access to a wider range of tools: The tools we have access to can provide us with greater insights and, as a result, more precision.
- Time and attention: We have the time and ability to apply continual focus on your campaign and its performance, especially once launched.
- Learnings from other businesses: We see many ABM campaigns, and can apply learnings along with best practice to your campaign, ensuring we add value at every opportunity.
