You may have seen Account-Based Marketing mentioned in our recent A to Z of B2B Marketing. Most B2B marketing still tries to cast a wide net. Big campaigns, bigger contact lists, and endless “leads” that rarely convert.
The result? Wasted spend, shallow engagement, and sales teams chasing the wrong people.
There’s a smarter way. It’s called Account-Based Marketing (ABM) — and it works by focusing your effort where it really counts. We thought it was worth spending some time highlighting why Account-Based Marketing is now more important than ever.
Think of it as: Target. Personalise. Win.
At Oak Consult, we take that further with the TRADE framework — a practical, five-step approach to making Account-Based Marketing work in the real world.
T – Target: Identify the Right Accounts
Account-Based Marketing starts with focus. The key question: which accounts are worth our time and energy?
That begins with an Ideal Customer Profile (ICP). A strong ICP goes beyond the basics:
- Business profile: revenue, headcount, growth trajectory, geography.
- Technology landscape: what systems and platforms they already run (often signalling gaps or opportunities).
- Business challenges: the pain points most relevant to your offer.
Today, ABM adds intent signals — evidence that shows when a company is actively “in market.” Searches, research activity, and third-party content engagement can all flag accounts ready for conversation.
And not all accounts deserve the same level of focus. That’s why ABM is often tiered:
- Tier 1 (One-to-One): a handful of strategic accounts with bespoke strategies.
- Tier 2 (One-to-Few): accounts grouped by shared characteristics.
- Tier 3 (One-to-Many): scalable campaigns, but still account-centric.
Targeting is the starting line. Without it, everything else is guesswork.
R – Reframe: Think in Accounts, Not Leads
Traditional marketing celebrates leads. Account-Based Marketing reframes the conversation: it’s not about how many people you touch, but which accounts you build relationships with.
This mindset shift is crucial:
- You stop measuring “inquiries” and start measuring account engagement.
- You stop chasing volume and start chasing depth.
- You align resources around accounts that matter most, instead of spreading thin.
Reframing also means putting on the customer spectacles: looking at the whole account as an ecosystem — decision-makers, influencers, users, and service touchpoints. It forces you to see beyond campaigns and into the relationship.
A – Analyse: Understand the Full Picture
Once you’ve reframed, it’s time to analyse. This is where Account-Based Marketing becomes evidence-led.
That means digging into:
- Buying patterns: who buys what, how often, at what discount.
- Decision-making units: who holds budget, who influences, who blocks.
- Engagement data: past campaigns, content downloads, meeting history.
- Service and support data: issues raised, usage data, adoption trends.
This is the intelligence loop — not just sales data, but insight from service managers, executive sponsors, and customer success teams.
And here’s the critical truth: a single unresolved service issue can derail a deal faster than any competitor pitch. ABM done right integrates this insight into its account strategy.
D – Define: Build the Playbook
With analysis in hand, the next step is to define how you’ll engage each account.
This is where you shape:
- Propositions: tailored to account challenges.
- Pricing/discount models: aligned to value and potential.
- Engagement model: who from your side will be involved (Account Manager, Service Manager, Executive Sponsor).
- Segments: for example —
- Strategic & High-Spend Accounts (bespoke, one-to-one focus).
- Mid-Level Accounts (clustered campaigns, steady growth focus).
- Regular but Low-Spend Accounts (nurture at scale, efficiency-driven).
- One-Offs (unlikely to repeat, minimal resource).
- Churned Customers (assess whether to re-engage or exit).
Every organisation will segment differently, but the key is clarity. Once you define these playbooks, everyone knows where to invest their time.
E – Execute: Put the Plan into Action
Finally, you execute. That means coordinated campaigns, aligned outreach, and consistent follow-through.
Execution could involve:
- Tier 1 direct campaigns: high-touch experiences, bespoke reports, executive events.
- Tier 2/3 programmes: personalised ads, dynamic website content, tailored nurture journeys.
- Service-led engagement: proactive reviews, joint planning sessions, customer success initiatives.
And crucially, execution isn’t “set and forget.” You track metrics that matter:
- Account Engagement: how many stakeholders are interacting.
- Pipeline Contribution: how much revenue is tied to target accounts.
- Win Rate & Growth: how many accounts move from target → opportunity → customer, and how they expand.
The Benefits of Account-Based Marketing (and TRADE)
Why does Account-Based Marketing, through the TRADE model, deliver?
- Improved ROI – focus resources where they move the needle.
- Better Alignment – sales, marketing, and service working to one plan.
- Deeper Relationships – stronger trust with decision-makers and influencers.
- More Efficiency – less waste on low-value leads, more focus on accounts that matter.
Closing Thought: Target. Personalise. Win.
Account-Based Marketing isn’t just another tactic. It’s a smarter way to grow B2B relationships.
But the Oak perspective is clear: Account-Based Marketing works best when you TRADE — Target, Reframe, Analyse, Define, Execute.
Put your customer spectacles on, look at the whole account, and align your organisation to grow relationships that last.
Target. Personalise. Win.
Want to explore how a truly account-centric strategy could reshape your results? Let’s talk.