Everyone’s talking about ABM. Why?
In this article, the advertising and branding experts at Mandel Marketing gathered insights from thought leaders on Account-Based Marketing (ABM). We’ll see how ABM is effective for targeted B2B strategies, especially for high-value and complex solutions.
However, ABM requires collaboration between sales and marketing, and a focus on cadence and adjustments. Key aspects of effective ABM include selecting the right accounts, tailoring content, and prioritizing quality over quantity. ABM can boost engagement, improve data accuracy, yield better leads and faster deals, and is applicable across various industries, including healthcare, startups, and even the music industry.
In a nutshell, ABM is about personalized outreach, building long-term relationships, and strategic growth. So let’s see what our experts had to say, in their own words.
ABM Drives Success With Targeted B2B Strategies
Account-Based Marketing has the potential to make huge impacts on B2B marketing provided it is properly understood. I have personally implemented ABM in two organisations (one large publicly-listed company, one smaller PE-backed business). They both had one thing in common: they sold high-value, high complexity solutions to large enterprises.
Account-based marketing worked well in these organisations because they had a tightly defined target audience coupled with a go-to-market strategy that valued penetration into account whitespace as much as it did new logo acquisition (because the lifetime value and profit could be measured and justified).
ABM required a change of mindset to be successful. Firstly, it is a team-based sport. Not something marketing do for sales, but something sales and marketing do together, with sales being the tip of the spear, helping orchestrate activity at a personal-level while marketing listen and act on intent signals to identify the people and solutions of interest.
ABM marketing becomes more about cadence – monitored and actioned weekly in a project plan, with constant adjustments to the approach: content, communications, promotions, product packaging, etc. The long-term goals (as well as driving demand in target accounts) are to identify patterns of activity that yield return and create re-usable assets and playbooks for use with similar accounts.
Marketing also has an important role in selecting the right accounts to target, and equally those that should not. It’s tempting to extend ABM in a ‘programmatic’ way to large numbers of accounts – which is essentially another way of saying good old-fashioned segmentation, targeting, and positioning. In that case, you’ve lost the key to effective ABM – working together with sales on specific, meaningful activity.
Steven Manifold, Director, Tayona Digital
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ABM Boosts Engagement In Healthcare Marketing
ABM (Account-Based Marketing) has been a game-changer for us at SonderCare, especially in targeting senior healthcare facilities. We implemented this strategy by researching and customizing our outreach for each account, ensuring that the messaging directly addressed their unique needs. For instance, we presented specific case studies demonstrating how our products could improve care efficiency, which resulted in higher engagement and stronger client relationships. This method has increased our conversion rates and streamlined our efforts, as we no longer waste resources on broad, untargeted marketing. ABM works best when there’s a clear understanding of the target market’s challenges, and you’re focused on building long-term relationships. It’s definitely proven effective for us in a niche market.
Kyle Sobko, Chief Executive Officer / Marketing Specialist, SonderCare
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Startups Thrive With Focused ABM Approach
As a startup, we didn’t have the luxury of a full-fledged sales and marketing alignment–often, it was the same person juggling both roles. But that’s exactly why we explored ABM (Account-Based Marketing). We needed a smarter, more focused way to use our limited resources and get in front of the right people.
We started small–handpicking a few ideal accounts based on industry fit, company size, and potential for long-term value. Then, we crafted personalised outreach using email and LinkedIn, focusing on solving specific pain points rather than pitching features. It wasn’t about scale–it was about intent and relevance.
Even without a big team, ABM helped us build better relationships, shorten the trust-building phase, and land higher-quality conversations. For startups, ABM isn’t just doable–it’s a smart way to grow strategically without burning out.
John Mac, Senior Growth Consultant, Fluidic Agency
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Tailored Content Enhances ABM Effectiveness
It’s all about tailoring content so it feels like you’ve made it just for them. We do a mix of deep dives–looking at industry trends, company pain points, and even their tone of voice–and then weave that into everything from emails to landing pages. It’s a lot of work, but when it clicks, it’s worth it. Biggest challenge? Keeping it scalable without losing the personal touch!
Sebastian Petrosi, Head of Content Marketing, Howtostream.ca
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ABM Sharpens Data And Boosts Decision-Making
I still use account-based marketing because, without it, the content will start to attract too many companies that were never going to take action. We’d get traffic from people scanning general HR articles, clicking into one provider page, then disappearing. On the surface, it looked like growth. But those visits distorted our benchmarks and made it harder to know which content was driving real decisions. The volume looked good, but none of it translated into progress.
I used ABM to strip that noise out. I tracked patterns tied to actual evaluation, such as multiple provider page views, repeated visits to pricing comparisons, or time spent on region-specific breakdowns. If a company showed that kind of behavior, we kept tracking. If not, they were removed from our view. That one change gave us sharper data and stopped us from chasing traffic that didn’t matter. It kept the work centered on companies that were actively searching for answers.
Robbin Schuchmann, Co-founder / SEO Specialist, EOR Overview
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ABM Yields Better Leads And Faster Deals
I think ABM is a great way to find qualified leads, especially if you don’t have a big budget. Instead of trying to reach everyone, you focus on specific companies that are a good fit.
I’ve used ABM before, and we use it now, and it worked well. By working closely with sales, we targeted key accounts and created more personal content for them. It brought in better leads and helped close deals faster.
It takes more planning, but the results are worth it. Definitely a smart strategy for B2B marketing.
Oksana Sydorchuk, Marketing Manager, Stiller Alarm Deutschland
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ABM Prioritizes Quality Over Quantity In Marketing
I use account based marketing in the same way I run my commercial repair bids–I focus heavy on the five or six property managers or facility directors that drive 80 percent of the work. I do not wait for them to find me. I send handwritten notes, drop by with part samples, and follow up with job-specific ideas they can plug into their next budget cycle. ABM for us looks like lining up a dock door repair plan before they even know they need it. When you hit the right contact with the right offer, you get less ghosting and more booked jobs.
It worked because I stopped chasing volume. I started chasing lifetime value. One good ABM contact brought in over $40,000 in repeat work across 18 months. I would take five of those over 500 random leads every single time. If someone asked me why it works, I would say this: treat marketing like a toolbox. Pick the right tool, not the biggest one.
Craig Focht, Cofounder & CEO, All Pro Door Repair
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ABM Personalizes Outreach In Music Industry
ABM can be useful in music, but it’s a bit of a different beast compared to more traditional industries. It works best when you’re targeting specific people or groups that truly fit with what you do. For me, that would mean reaching out to producers, venues, or festivals where my music would really fit in. It’s not about sending out a bunch of generic emails, it’s about doing the homework, understanding who’s behind these opportunities, and making the connection personal. If I’m targeting the right people, I can craft a message that speaks directly to them and how we could work together in a way that’s meaningful for both sides.
Steve Nixon, Founder, Free Jazz Lessons
Contact Mandel For Help With ABM
At Mandel Marketing, we believe great marketing doesn’t start with a megaphone—it starts with a microscope.
Whether you’re a startup chasing a foothold in a niche market or a global enterprise pursuing complex, high-value B2B relationships, our expertise in Account-Based Marketing (ABM) can help you identify, engage, and win the right clients—not just more of them.
ABM is not a one-size-fits-all solution. It demands precision, collaboration, and creativity, and that’s where we shine. Our team works across sales and marketing to build smart, custom strategies that drive real relationships, not vanity metrics. But our capabilities don’t stop there. We’re problem-solvers at heart—ready to tackle any branding challenge, messaging dilemma, or campaign roadblock with insight and impact.
From crafting your core narrative to executing data-driven demand generation plans, Mandel Marketing provides the clarity, strategy, and execution you need to scale intelligently. If you’re looking to cut through the noise, connect with decision-makers, and turn prospects into partners, we’re ready to build something powerful—together.
Your audience is waiting. Let’s go find them. Contact us today for a free consultation.