Account-Based Marketing Strategies: Win More B2B Deals

Account-Based Marketing Strategies: Win More B2B Deals

Account-based marketing strategies are essential for UK SMEs that want to focus their sales and marketing efforts on high-value B2B prospects. Unlike traditional marketing, where you cast a wide net, ABM is about precision — identifying key accounts and tailoring your outreach to meet their specific needs. The problem? Many businesses waste time and budget on campaigns that miss the mark because they’re targeting the wrong companies or contacts.

In this guide, we’ll break down how account-based marketing strategies can help you win more B2B deals, especially when supported by accurate, targeted B2B data. You’ll learn how to identify the right accounts, personalise your approach, and align your sales and marketing teams for better results. If you want to improve ROI, shorten sales cycles, and land bigger deals, this guide will show you how.

What Is Account-Based Marketing (ABM)?

Account-based marketing strategies take a focused, personalised approach to winning B2B business. Unlike traditional marketing, where you aim to generate as many leads as possible, ABM starts by identifying specific high-value accounts and tailoring your outreach to match their needs.

Here’s what makes ABM different:

  • Precision targeting — You choose the accounts you want, rather than waiting for prospects to come to you.

  • Personalised messaging — Your campaigns are tailored to the specific challenges and goals of each account.

  • Sales and marketing alignment — ABM brings your teams together to work toward the same goal: winning key clients.

This strategy works especially well for B2B businesses with longer sales cycles and larger deal values, where personal connections and targeted messaging make all the difference.

Why Account-Based Marketing Strategies Matter for SMEs

Account-based marketing strategies give SMEs the chance to compete effectively for high-value B2B deals — without wasting budget on broad, unfocused campaigns.

  • Focus resources on high-value prospects
    Instead of spreading your efforts thin, ABM helps you concentrate on the accounts most likely to deliver meaningful revenue.

  • Align sales and marketing teams
    With ABM, your teams work together toward clear, shared goals — creating a smoother journey from first contact to closed deal.

  • Improve conversion rates and ROI
    Targeting fewer, more relevant accounts means higher engagement, stronger relationships, and a better return on your marketing investment.

Building Effective Account-Based Marketing Strategies

Creating a successful ABM plan starts with a clear process. Here’s how to structure your account-based marketing strategies for the best results:

Identify and Segment Target Accounts

The foundation of ABM is choosing the right accounts. Use accurate B2B data to build a list that fits your ideal client profile. Segment accounts by:

  • Sector (e.g. technology, manufacturing, financial services)

  • Size and turnover

  • Location

  • Decision-maker roles

The more focused your list, the more relevant your campaigns will be.

Create Tailored Messaging

Generic messaging won’t cut it in ABM. Develop content, offers, and talking points that reflect each account’s specific challenges and goals. Align messaging across email, phone, and direct mail to create a joined-up experience.

Execute Multi-Channel Outreach

ABM works best when you engage prospects through multiple channels. Coordinate email, telemarketing, direct mail, and events so every touchpoint reinforces your value.

Measure and Refine

Track engagement at the account level — monitor opens, clicks, responses, and conversations. Use these insights to refine your messaging and tactics over time.

How B2B Data Supports Account-Based Marketing Strategies

Successful account-based marketing strategies rely on having the right data at the start. Without accurate, targeted B2B data, even the best ABM plan will struggle to deliver results.

  • Identify the right accounts
    Accurate data helps you build a list of prospects that truly fit your ideal client profile — so you’re not wasting time on poor-fit companies.

  • Segment effectively
    Good data allows you to break your target accounts into meaningful segments (by sector, size, location, job role), so you can personalise your outreach.

  • Stay compliant
    ABM campaigns must respect GDPR and CTPS regulations. Using compliant data protects your business and builds trust with prospects.

Why Choose Results Driven Marketing

When it comes to supporting account-based marketing strategies, not all B2B data providers offer the same level of accuracy, service, or value. At Results Driven Marketing, we’re committed to helping UK SMEs run smarter, more effective campaigns.

  • High accuracy standards — 98% postal, 95% phone, and 95% email accuracy, with replacements offered if data falls below these benchmarks.

  • Trusted UK data sources — Our data comes from top providers like 118 Info, Thomson, and CorpData.

  • Fast delivery — We supply your tailored data securely within 24 hours, ready for your ABM campaigns.

  • Tailored counts and advice — We work with you to define your audience and provide practical advice to support your goals.

  • Friendly, no-nonsense service — Our focus is on helping you win more business — not just making a sale.

If you want B2B data that supports real ABM success, Contact Us.

Final Tips for ABM Success

Strong account-based marketing strategies aren’t just about good planning — they’re about smart execution.

  • Keep your target list focused
    Concentrate on accounts that genuinely fit your ideal client profile. Quality beats quantity every time in ABM.

  • Refresh your data regularly
    Businesses change — decision-makers move, companies evolve. Make sure your data stays up to date so you’re always targeting the right people.

  • Align sales and marketing continuously
    ABM only works when both teams are pulling in the same direction. Keep communication open and goals shared at every stage.

Get Started Today

If you’re ready to focus your efforts on high-value prospects and win more B2B deals, we’re here to help. Our team can provide the targeted B2B data you need to power your account-based marketing strategies — whether you’re planning email, telemarketing, or direct mail campaigns.

Get a free custom count — fast, no-obligation counts tailored to your ideal accounts.

Book a free consultation — we’ll help you define your ABM audience and answer your data questions.

Explore how our email lists can support your ABM outreach.

Accurate data is the first step to ABM campaigns that generate stronger leads, better engagement, and more sales. Let’s make it happen.

About Results Driven Marketing
Results Driven Marketing (trading name of IIB Trading Ltd) is a trusted B2B data supplier helping UK SMEs achieve better marketing ROI with accurate, tailored contact databases. We provide fast, friendly service with no pushy sales — just honest advice and premium data that delivers results.

📞 0191 406 6399 | 🌐 Contact Us

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