Account Based Marketing for Mid-Market Businesses

Full-Service Account Based Marketing

Driving 9x ROI Through Omnichannel ABM. Target accounts globally, reach key stakeholders, and execute engaging, highly personalized campaigns through digital and traditional channels.

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Understanding ABM

Our strategic approach to business marketing in which an organization considers and communicates with individual prospects or accounts as markets of one, focusing on high-value accounts through personalized engagement and tailored content.

Marketing Technology

The strategy is enabled by technology. Our marketing technology stacks are customized to fit within your existing technologies including Marketing Automation, CRM and advertising platforms.

Sales Strategies

Once we have the strategy and the technology, we work with your sales team to launch effective sales straegioes that align sales and marketing groups, scale the efforts of your sales teams and free your top sellers to focus on the most valuable accounts.

Engagement Strategies

We continually layer in additional engaging content into the sales flow, positioning your team as experts in their field and providing your leads and target accounts with valuable content rather than pushy sales communications.

Who We’ve Worked With

Watch & Learn About Our Full Service Account Based Marketing Program

When we say we’re a “full-service” account based marketing agency, we mean it. From strategy, marketing technology, CRM set up and custom reporting to copy-writing, graphic design, and campaign execution, our team works to help you generate growth and boost performance throughout the sales funnel.

Download our Strategic ABM Launch Plan

Account-Based Marketing Done Right

Account-based marketing is a powerful strategy, but a lot of B2B sales professionals struggle with its complexity.

ABM requires a deep understanding of target accounts, their needs, and pain points. Gathering this information can be time-consuming and challenging, especially when dealing with a large number of accounts.

We work with you you provide the insights you need to target the right accounts, communicate with them, and prioritize the ones that are ready to buy.

🎙️Listen to An Introduction to Account Based Marketing for Sales Teams.

What are the Differences Between ABM and Traditional Marketing?

AspectAccount-Based Marketing (ABM)Traditional Marketing
Target AudienceFocuses on specific high-value accounts or companies.Targets a broad audience to reach as many potential customers as possible.
ApproachHighly personalized and tailored campaigns for each target account.Generalized campaigns aimed at a wide audience, often through mass media.
Sales and Marketing AlignmentRequires close collaboration between sales and marketing teams to identify and engage target accounts.Typically operates with less direct alignment between sales and marketing efforts.
Resource AllocationConcentrates resources on high-value accounts, often requiring significant investment of time and effort.Spreads resources across a wider audience, which can be more cost-effective for mass reach.
Metrics and ROIAllows for precise measurement of ROI due to its targeted nature, often resulting in higher ROI.May generate a high volume of leads but with varying quality and ROI.
Sales CycleCan shorten sales cycles by addressing the needs of multiple stakeholders within an account simultaneously.Often involves longer sales cycles due to broader targeting without specific stakeholder engagement.

Technology + Sales Nuance

ABM is a strategic approach to business marketing that focuses on individual prospect or customer accounts as markets of one. It is prevalent in B2B contexts where businesses target specific high-value accounts with personalized marketing efforts.

General Marketing is a broad discipline that involves creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and businesses at large. It encompasses a wide range of activities aimed at satisfying customer needs and wants through various channels. Marketing can be directed at both individual consumers (B2C) and other businesses (B2B).

Traditional marketing often employs a mass-market approach, using strategies that aim to reach as many potential customers as possible. This can include advertising through television, radio, print media, and digital platforms. The focus is on brand recognition and reaching a broad audience. Success in traditional marketing is often measured by metrics such as reach, impressions, brand awareness, and overall sales revenue.

Key Differences

AspectTraditional MarketingAccount-Based Marketing (ABM)
Audience TargetingBroad audienceSpecific high-value accounts
ApproachMass-market strategiesPersonalized, account-specific strategies
Sales-Marketing AlignmentLess integratedHigh level of integration between sales and marketing
MetricsReach, impressions, brand awarenessAccount engagement, ROI from specific accounts

In summary, while traditional marketing aims to reach a wide audience with generalized messaging, ABM focuses on delivering highly personalized experiences to select high-value accounts. This makes ABM particularly effective for businesses seeking to build strong relationships with key clients and maximize revenue from these accounts.

Account-based marketing (ABM) is particularly beneficial for business-to-business (B2B) organizations selling complex products and services due to several key factors:

1. Targeted Approach

ABM allows businesses to focus their marketing efforts on specific high-value accounts rather than a broad audience. This is especially useful for B2B companies dealing with complex products or services, where the sales process often involves multiple stakeholders and decision-makers within a target organization. By tailoring campaigns to address the specific needs and concerns of each stakeholder, companies can engage more effectively with potential buyers.

2. Personalization

Complex B2B sales often require a personalized approach to address the unique challenges and requirements of each target account. ABM enables companies to create highly customized marketing messages and campaigns that resonate with individual accounts, enhancing engagement and increasing the likelihood of conversion. This level of personalization helps build stronger relationships with key decision-makers, which is crucial when selling intricate products or services.

3. Sales and Marketing Alignment

ABM fosters a collaborative environment between sales and marketing teams, ensuring that both departments are aligned in their strategies and objectives. This alignment is critical for B2B companies dealing with complex sales cycles, as it allows for a coordinated approach to nurturing leads and closing deals. By working together, sales and marketing teams can more effectively engage with target accounts and drive revenue growth.

4. Improved ROI

By concentrating resources on high-value accounts that are more likely to convert, ABM can lead to a higher return on investment (ROI) compared to traditional marketing strategies. This efficiency is particularly important for B2B companies with limited marketing budgets or those needing to demonstrate clear value from their marketing efforts.

5. Shortened Sales Cycles

ABM can help streamline the sales process by focusing efforts on accounts that are ready to take action, thereby shortening the time from initial contact to deal closure. This is advantageous for B2B companies selling complex products, as it reduces the time and resources needed to nurture leads through lengthy sales cycles.Overall, ABM’s targeted, personalized approach makes it an ideal strategy for B2B organizations looking to effectively market complex products and services while maximizing their marketing efficiency and ROI.

Account-based marketing (ABM) can be considered expensive, especially when compared to traditional marketing strategies. The costs associated with ABM can vary widely depending on several factors, including the size of the organization, the complexity of the campaign, and the value of the targeted accounts.

Implementing ABM often requires a sophisticated tech stack that includes platforms for marketing automation, data visualization, visitor identification, and more. The annual cost for these components can range from $165,000 to $325,000.

Our Lean ABM approach reduces inital investment costs and ensures you have the right tech stack and strategy from day-one without wasting resources.

Campaign Development: Initial campaign development and strategy can be costly. For example, initial investments for ABM campaigns can start at $2,500 per month, with additional costs for ad spend and ongoing management.

Staffing and Expertise: Running an effective ABM campaign requires skilled personnel to manage and execute the strategy. In-house staffing costs can be significant, with estimates suggesting that staffing a basic ABM team could cost around $450,000 annually. All the more reason to bring in the Honeypot Marketing ABM team at a fraction of this cost, as the program matures, we can help you build an in-house Account Based Marketing team.

Personalization and Content Creation: ABM involves creating highly personalized content for each target account, which can increase costs due to the need for custom creative assets and tailored messaging.

Ad Spend: Targeted advertising through platforms like LinkedIn or Google Ads is a common component of ABM strategies, with monthly ad spends ranging from $850 to over $5,000 depending on the scale of the campaign.

Average Budgets: The average annual budget for ABM can be around $350,000, excluding headcount costs. More mature programs with proven value may have budgets as high as $600,000 or more.

Scalability: While ABM can be expensive, it is scalable based on the value of the targeted accounts. For high-value contracts, spending more on personalized campaigns may be justified due to the potential return on investment (ROI).


While account-based marketing can be costly due to its reliance on technology, skilled personnel, and personalized content creation, it is often seen as a worthwhile investment for B2B companies targeting high-value accounts. The ability to achieve higher ROI through targeted engagement with key decision-makers makes it an attractive option despite its higher upfront costs

One-to-one marketing, also known as Strategic ABM, targets a single, high-value account.

One-to-few marketing, or ABM Lite, targets a small number of accounts with similar characteristics.

One-to-many marketing, known as Programmatic ABM, targets a larger number of accounts through automated, data-driven methods.

LinkedIn is a key component in Honeypot Marketing’s Account Based Marketing program. You have the option to include a dedicated LinkedIn program which will greatly enhance the effectiveness of your Account Based Marketing program.

LinkedIn Account-Based Marketing (ABM) is a specialized approach to marketing that leverages the professional networking platform LinkedIn to implement ABM strategies effectively. This method is particularly useful for B2B organizations aiming to engage with high-value accounts through personalized and targeted marketing efforts.

Sales-Oriented Approach: LinkedIn ABM focuses on quality over quantity, prioritizing high-value leads and working closely with sales teams to convert these leads into customers. This approach flips the traditional inbound marketing funnel by targeting specific accounts rather than casting a wide net for potential leads.
Utilization of LinkedIn Tools: A critical component of LinkedIn ABM is the use of LinkedIn Sales Navigator. This tool allows marketers to search for accounts, build account lists, identify decision-makers, and create highly targeted LinkedIn ads. The Sales Navigator provides access to LinkedIn’s extensive database, enabling precise targeting based on various filters such as headcount, industry, and geography.
Tiered Account Strategy: Accounts are often categorized into tiers based on their importance and potential value to the business. This tiered system helps prioritize efforts and resources towards accounts that are most critical for success.
Enhanced Targeting Capabilities: LinkedIn offers robust targeting options that allow marketers to reach specific companies and decision-makers within those companies. This precision targeting is one of the main advantages of using LinkedIn for ABM, as it increases the chances of successful engagement and conversion.
Personalized Content and Engagement: LinkedIn ABM involves creating personalized content and messages tailored to the needs and interests of each target account. This personalization helps build stronger relationships with key decision-makers and enhances the effectiveness of marketing efforts.

Improved ROI: By focusing on high-value accounts with personalized marketing, LinkedIn ABM can lead to a higher return on investment compared to broader marketing strategies.
Stronger Client Relationships: The personalized nature of LinkedIn ABM helps improve communication and relationships with clients, potentially increasing customer lifetime value.
Efficient Use of Resources: By targeting specific accounts, businesses can allocate their marketing resources more efficiently, reducing waste associated with broad-based campaigns.

Overall, LinkedIn Account-Based Marketing is an effective strategy for B2B companies looking to engage deeply with key accounts through a targeted, personalized approach facilitated by LinkedIn’s powerful networking tools.




Let’s Talk

We simplify Account Based Marketing and Business-to-Business Sales & Marketing so you can focus on growing your business. Our experts are always available to assist you with any of your issues, needs or requests. Even if you’re just looking for some friendly advice, please don’t hesitate to contact us or give us a call.

You are under no obligation to make a purchase and we keep your personal information private and confidential.

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Marketing Strategy

Practical, agile strategic marketing planning that aligns with your business goals. No fluff, our strategic plans are designed to get you in-market, where we’ll work with you to expertly manage and optimize business performance, your martech stack, paid search advertising, social media and programmatic advertising programs.

Marketing Technology

We’ll develop a comprehensive marketing technology solution that considers your existing platforms, and integrates additional digital marketing services to drive measurable online sales growth. We expertly configure, integrate and manage your technology stack to move data throughout your organization seamlessly.

Account Based Marketing

Robust account-based marketing (ABM) solutions designed to streamline the complexities of targeting high-value B2B accounts. Our comprehensive ABM strategy not only enhances customer relationships but also aligns sales and marketing teams and maximizes return on investment by focusing resources on your most promising prospects.

Ads Management

Our ads management solution leverages cutting-edge technology to optimize digital marketing campaigns and enhance return on investment (ROI). By integrating artificial intelligence and machine learning, we provide actionable insights that enable highly targeted and personalized advertising campaigns on the Google Ads, Microsoft Ads and Meta Ads platforms, with the capability to expand into hundreds of third party advertising networks.

Social Media

Benefit from a comprehensive suite of social media services, including custom social strategies, content creation, and community management, tailored to meet the unique needs of your unique brand voice. Take advantage of graphic design and video content production for platforms like TikTok and Instagram Reels, ensuring you effectively capture your audience’s attention across social media channels.

Email & SMS Marketing

Optimize engagement and conversion rates by crafting personalized and targeted messages that resonate with specific audience segments. Campaigns are not only effective but also compliant with industry standards to maintain high deliverability rates. Email marketing expertise on platforms like ActiveCampaign, Marketo, Hubspot, Mailchimp and Klaviyo. Our SMS and Direct Messaging marketing strategies leverage personalized messaging to reach customers directly and effectively.

Creative Design

Establish a compelling and memorable brand identity that resonates with your target audience. Develop strategic branding elements that include logo design, visual identity, and brand messaging that align with your company’s values and market positioning. A holistic branding strategy that differentiates your business in competitive markets while fostering meaningful connections with consumers.

Content Strategy

Create impactful and engaging content that aligns with business objectives and resonates with target audiences. Through a thorough analysis of your brand, audience, and market trends, we’ll develop a tailored content plan that enhances brand storytelling and drives audience engagement. You’ll  strong a online presence, improve brand recognition, and achieve sustainable growth in a competitive digital landscape.