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What is account based marketing and how can it help business?

 Hisham Kabir  20 June 2023  Posted in account based marketing what is it? and how does it help build business

Account-based marketing (ABM) is a strategic approach to marketing that focuses on targeting and engaging specific high-value accounts or companies rather than broad-reaching campaigns aimed at a wide audience. ABM aims to align marketing and sales efforts to generate personalized and targeted messaging and experiences for key accounts.

In traditional marketing, the focus is often on casting a wide net to attract leads and prospects. However, ABM takes a more targeted and personalized approach, treating individual accounts as markets of one. It involves identifying and prioritizing key accounts that have high potential value or strategic importance to the business.

Here are the key components of account-based marketing:

Account Selection: ABM starts with identifying and selecting target accounts that align with the company’s strategic goals. These accounts could be large enterprise clients, key industry players, or accounts with high revenue potential.

Account Research and Profiling: Once target accounts are identified, in-depth research and profiling are conducted to understand the account’s industry, challenges, goals, decision-making processes, key stakeholders, and specific needs. This helps create personalized marketing strategies and messaging for each account.

Personalized Marketing Strategies: ABM involves tailoring marketing efforts and messages to resonate with each target account. This may include creating customized content, personalized email campaigns, targeted advertising, and account-specific landing pages or microsites.

Sales and Marketing Alignment: ABM requires close collaboration between the sales and marketing teams. Marketing works closely with the sales team to understand their account-specific needs and align marketing efforts accordingly. This collaboration ensures a coordinated and cohesive approach throughout the customer journey.

Multi-Channel Engagement: ABM leverages various channels to engage target accounts. This can include personalized emails, direct mail campaigns, social media engagement, events or webinars targeted specifically for the account, and account-based advertising.

Measurement and Analytics: ABM relies on tracking and measuring the effectiveness of marketing efforts for each account. Metrics may include engagement levels, conversion rates, pipeline velocity, revenue generated, and customer lifetime value. This data helps refine strategies and optimize marketing efforts.

Benefits of Account-Based Marketing:

Higher Conversion Rates: ABM focuses on quality leads, resulting in higher conversion rates and improved ROI.
Stronger Customer Relationships: By personalizing marketing efforts, ABM helps build stronger relationships with key accounts.
Alignment with Sales: ABM aligns marketing and sales efforts, fostering collaboration and increasing the likelihood of closing deals.
Efficient Resource Allocation: ABM allows for efficient resource allocation by focusing efforts on high-value accounts.
Upselling and Cross-selling Opportunities: By understanding specific account needs, ABM opens opportunities for upselling and cross-selling within existing accounts.
Account-based marketing can be especially effective in B2B industries where the sales cycle is longer and requires personalized engagement with key decision-makers. It enables companies to drive growth and build lasting relationships with their most valuable accounts.

 

Author: Hisham Kabir
Hisham Kabir Dubai-Based Management Consultant | Specialist in Lean Marketing, Digital Transformation & Family Business Advisory Hisham Kabir is a Dubai-based entrepreneur and senior management consultant with over 20 years of experience in lean marketing, digital transformation, and global e-commerce marketplace expansion. With a proven track record of advising companies across the UAE and India, Hisham helps brands optimize marketing ROI, scale operations, and expand internationally—particularly through platforms like Amazon and Noon. A fourth-generation member of a business family established in 1894, Hisham offers deep insights into the dynamics of multi-generational enterprises. Having witnessed both the successes and setbacks of legacy business models, he now guides family-owned conglomerates through succession planning, organizational restructuring, and sustainable business growth. Previously the Director of Ideal Food and Catering Company in Kochi, he now spearheads initiatives under the Shuraa Synergy LLP umbrella—an enterprise spanning ITES, digital transformation, lean marketing, food, healthcare, and e-commerce marketplace strategy. An alumnus of Symbiosis Institute of Business Management, Pune, with a postgraduate degree in Advertising and Public Relations, and an MBA from Mumbai University, Hisham also serves as Lead Research Scholar at the Boudhik Center for Management Research (BCMR) in Kochi. BCMR is the only Indian business research academy in Kerala, focused exclusively on family business management, in academic affiliation with Symbiosis International (Deemed University). His cross-sectoral expertise and strategic vision make him a trusted advisor for both emerging startups and legacy enterprises navigating transformation in the digital age. A Experienced in recruiting, training and managing F&B teams - Most recently managed a 50+ strong cross-functional team. Proven track record of managing 400+ catering events including numerous high-volume corporate and social events with more than 5000 pax. Further to MBA, completed a Management development programme in sales management from IIM which is among the leading business management school in India. Later ventured into independent entrepreneurial business by launching and retailing a ready-to-cook food gravy paste brand using retort technology called freedom kitchen. With significant insights into front-end retailing and a strong background in the Retail Industry, I shifted to Corporate Path by joining a food-based FMCG company as part of their rural market expansion.  My expertise is in operational excellence, channel sales development, team management, client relationship development, and Event Operations Management. large ticket banquet Management, Menu planning, costing and P&L, and people management. Driven by a passion for advertising have conducted an exhibition titled walk through the history of Volkswagen beetle. where I showcased several print ads released by Volkswagen Beetle in North America from 1958 to 1971. You can follow blogs on www.buyologist.in dealing with trends in marketing and advertising and behavioural economics.

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