• Helen Pritchett

ABM and MTM – the Perfect B2B Marketing Strategy Combination

During the summer months you might be reflecting on your B2B marketing strategy and making decisions on how to proceed for the remainder of the year. What’s worked, what hasn’t? What should be repeated or continued and what should be canned, never to darken marketing’s doors again.

If you’ve not considered an account-based (ABM) approach combined with multi-touch marketing (MTM) campaigns f or your B2B marketing strategy, now might just be the time.

What is Account-based Marketing?

ABM is a profile-based approach which requires sales and marketing functions to work together, focused on the same list of accounts. Focusing energy and resources into one set of target accounts provides synergy, ensures better alignment and reaps dividends. ABM is a fluid service. It allows marketing agencies or departments to provide clients what they want; building bespoke packages of lead generation services to meet their needs.

We recommend ABM for specialist IT demand creation and lead generation campaigns. Customers benefit from our attention to detail, personalized approach and tailored messaging. Using ABM, we provide customers with expertly delivered, bespoke lead generation campaigns, saving time and resources and delivering results.

How does ABM Work?

At CPB we deploy an ABM approach to targeted, multi-touch marketing. In other words, we help you deliver personalized marketing which resonates with your target accounts, improving lead generation. We identify the specific needs of target accounts and send relevant, personalized communications to meet these needs. In our experience, this approach can produce excellent results, particularly when targeting high-value customers.

And, what is more, ABM doesn’t cost the earth. Traditionally, personalized and targeted marketing could be costly but marketing automation enables the deployment of an ABM strategy for lower investment and on a larger scale.

The benefits of using account-based marketing for lead generation include:

  • Improved customer acquisition process

  • Personalized targeting and nurturing

  • Data-driven decision making

  • Faster sales process and shorter sales cycle

  • Clearer path to better ROI

  • Cost efficiencies

  • Synchronicity with sales and marketing functions

  • Improved trust and better customer relationships

  • Greater opportunity to show you are the expert

  • Better reporting

  • Focusing on the right target resulting in the right leads

Combine ABM with MTM and you have a winning combination. If you need further convincing about the benefits of ABM in a B2B marketing environment, have a read of this post by the Orientation Agency.

What is Multi-touch Marketing?

Multi-touch marketing lead generation focuses on targeting your audience with consistent brand messaging across a range of platforms and touch points.

Automated, customisable multi-touch campaigns maximize effectiveness, enabling you to act in a customer-centric way. You can reach out to prospects in a number of ways and via a number of channels. Clever use of compelling and continuous communications develops strong customer relationships.

Multi-touch marketing allows you to layer your messaging. It gives your audience the ability to access your content on their terms. Furthermore, it enables you to nurture prospects based on preferences and previous behaviours, delivering personalised, relevant messaging.

How does MTM work?


  • Build your audience

Building the right target audience through accurate segmentation is vital. Segmentation makes messages relevant and, consequently, helps to prevent over-messaging, meaning your communications remain personal to your audience. We recommend using a blend of different audiences to generate engagement.

  • Engage your audience

Using a blend of awareness and engagement communications MTM maximises the exposure of your campaign messaging. CPB’s marketing automation platform enables you to schedule a variety of nurturing communications to be sent out based on audience interactions. This combined with a TechKnow campaign offers a unique chance to get your message out to an engaged IT audience.

  • Nurture your prospects

Nurture your prospects along the sales funnel and into the qualification process with personalised, targeted follow-up emails. Respond to their interactions with your communications. Be customer centric. Automate your marketing to ensure you target prospects with the right messages at the right time to build brand trust, brand loyalty and sales opportunities.

  • Measure your success

Real-time, automated analysis and monitoring allows you to adapt and react to campaign trends and visitor interactions. Don’t miss out on the traffic hitting your website and landing pages from social media and other untraceable sources.  We use ProspectaTrace to monitor traffic. It profiles companies and contacts, and feeds them directly into your campaign communications flow, thus further increasing your nurturing pool.