1:Few ABM Services

Whether you're piloting 1:Few or trying to scale 1:Few campaigns, we have you covered.

Our team at The ABM Agency develops customized, scalable marketing strategies that nurture small groups of highly qualified target accounts.

1:few account-based marketing—sometimes referred to as ABM Lite or account segmentation—is all about identifying small groups of target accounts, rather than individual accounts.

While not as hyper-targeted as 1:1 ABM, 1:few strategies require just as much research, preparation, and skill to build high-value opportunities among both new and existing accounts.

What If We Want to Run a 1:Few ABM Campaign Internally?

Running a 1:few ABM campaign in-house is doable, but one of the more common myths about this type of marketing is that it’s easier to do than 1:1 ABM—and that’s just not true. In order to build a sustainable ABM program, you need to have the resources to implement custom programs for each small group (usually 5 to 10 accounts within each cluster). Not to mention the research that goes into the initial identification of each account and subsequent segmentation.

Additionally, a 1:few program requires at least 5 to 8 extra sets of hands to run the campaign: a graphic designer, content writers, experienced ABM strategists, and an integration and analytics expert. The number of additional team members and the level of skill required can quickly overtake your marketing budget for the year.

Many B2B companies find that hiring an experienced B2B digital marketing agency to implement a 1:few ABM campaign is more successful, lowers the overall spend, and significantly increases ROI.

Calculate the ROI on 1:few ABM with an internal team vs. hiring an agency

Leveraging a 1:Few ABM Campaign with The ABM Agency

Do you want to start ABM right away? Let’s do it. With The ABM Agency at the helm, your 1:few program will be up and running within a competitive 45-day timeline.

45-Day 1:Few ABM Campaign Roadmap | Download Roadmap

Strategy and Scope of Campaign

Launching a 1:few account-based marketing program requires a holistic approach to strategy, content development, and nurturing accounts. Before any actual outreach can begin, The ABM Agency will help you outline the following…

Duration: One of the benefits of running a 1:few campaign is the continued testing and learning that can be done throughout the timeline. On average, a 1:few ABM campaign can run anywhere from 6 to 12 months—depending on the product or service you’re marketing.

Targets: Doing the research and work into identifying your target audience is vital to the entirety of the ABM campaign. This process begins by identifying accounts that are in the same industry and those that share similar attributes and pain points. From there, our team will help outline buyer personas (including job title and function) and position within the sales funnel and buyer’s journey.

Team and Roles: In 1:few ABM, sales and marketing must collaborate in order to know which accounts to target and group together, how to market to them, and what will be the most effective messaging for each cluster. The ABM Agency works to strengthens this relationship and maintain clear, concise communication in all aspects of the marketing program.

Goals and KPIs: Can you easily identify how your company will define success? Is it expanding business within a current account, or do you simply want to see increase engagement within a particular group? Our team will help guide you through the initial process of defining your goals and scoping out numbers and goals to aim for.

Tech Stack Analysis​

A balanced, effective tech stack will automate certain aspects of your campaign and streamline the entire process. Finding the ideal tech stack combination, however, requires insight into your company’s particular needs and gaps and knowledge of available tools. Our specialists will perform an audit on your current stack and make recommendations based on what you need to execute a 1:few ABM campaign.

See the eight tools we recommend having in your tech stack for omnichannel ABM campaigns.

Asset Creation: 1:Few Messaging and Personalization

In 1:few ABM, you must balance the message you want to convey with a clear contextualization for each account or group. Our content writers and designers will assist in building out tailored content to resonate with each group of accounts—this includes identifying what topics, challenges, and trends they will respond to, as well as where they are in the buying journey.

While display ads and content marketing assets are a large piece of the puzzle, our team takes this level of customization up a level with the use of web personalization technology and company match software. That means we can tailor a group’s browsing experience at scale. By leveraging intent data and account score information, we’re able to auto-generate 1:few assets with accuracy and relevancy.

See examples of our work here.

1:1 ABM Campaign Execution

After we’ve outlined a complete 1:few strategy, grouped accounts, finalized your ABM tech stack, and prepared custom assets, our experts will build out all campaigns, including: programmatic, paid search, content marketing, and paid social.

Insights and Data

How will you know if your marketing is working? Are the groups receiving information that solves their problems to the point of eventual purchase? If we’re running a test within groups, how will you be able to follow the performance of certain assets or messaging? Enter account scoring—our scoring methodology that consisting of pre-determined account performance criteria (engagement, page visits, downloads, etc).

With our analytics dashboards and account scoring tactics, we’ll monitor performance and optimize where necessary, providing feedback on a regular basis. Additionally, every 3 to 6 months—an average based on previous 1:few campaigns—we’ll do a larger review and provide actionable insights for both sales and marketing.

Watch our webinar on ABM account scoring and reporting here.

1:Few ABM Campaign Estimate

Without a B2B digital marketing agency, a 1:few ABM campaign typically requires 5 to 8 people to fully run the platforms and create assets. An organization would pay about $115,000 in licensing fees, on top of the costs of bringing on a team of that size to maximize the investment.

Interested in launching a 1:few ABM campaign? Schedule a demo with our team today​

Discover the estimated ROI your company could see with an omnichannel ABM strategy​

Our Recognition

Our Partnerships

Contact Us
close slider
  • This field is for validation purposes and should be left unchanged.