Account Based Marketing (ABM) - the shortcut to quicker sales

Have you heard about ABM = Account Based Marketing? It is said that ABM can close a deal 2x faster. ABM targets at actual accounts with personalized marketing messages i.e., emails or new promotions etc.

Account Based Marketing Strategy

The target campaigns are set up and carried out. Sales and interaction data will then be analysed to find out which campaign resonates best with the target audience. How can you take out the remaining uncertainties or even better aiming at your target audience with a relevant message from the very beginning?

Are there ways to take out the remaining uncertainties or even better aiming at your target audience with a relevant message from the very beginning? Yes.

Marketing and sales efforts should be as same efficient as when you are bringing your car to a routine service, right?

In the Open Product Management Workflow™ method product responsibles carry out interviews and find out i.e., exactly the reasons to buy, the problems and challenges, the decision criteria, the use cases, information on the buyer and their situation. It is also known if the interviewee is interested in paying for a solution. These information are available in the interviewee accounts, in the persona profile and marketing communication. Product managers take a very close look into their customers.

free product management books


The following four steps are great for both speeding up the sales process and saving marketing cost.

  1. Marketing aims specifically to market segments who have the problem.
  2. Marketing uses the knowledge about Buyer-Personas situations for marketing materials.
  3. Marketing communicates solutions and values that customers are really looking for.
  4. Sales get a leads list of potential customers who have a problem and are willing to pay for the solution (just call or email them).
Account Based Marketing ABM

If you want to learn how to attract your accounts with a targeted campaign before investing in marketing, you can read the free Go-to-Market textbook for Open Product Management Workflow™

textbook Successful Go-to-Market

Successful Go-to-Market book 

The textbook serves as preparation for our Successful Go-to-Market course .

free download Go-to-Market book

Overview: Articles and information for product managers


About the author

Ulrike Laubner-Kelleher is a passionate product manager. For more than 20 years she has been involved with innovative products and the optimization of development processes. For many years, she has managed and trained the product portfolios in international product management. She has held leading positions in product development, strategic and operational product management.

trainer and author of account based marketing ABM
Our references for product management software and product management courses
Samsung Logo
Rolls Royce
DHL Logo


make your Product Management
market driven, strategic planable & faster

Contact us Find out more

proProduktmanagement Software, Courses & Tools

Select your language

We use cookies

We use cookies on our website. Some of them are essential for the operation of the site, while others help us to improve this site and the user experience (tracking cookies). You can decide for yourself whether you want to allow cookies or not. Please note that if you reject them, you may not be able to use all the functionalities of the site.