What is account-based marketing (ABM)?

Account-based marketing (ABM) is a marketing strategy that focuses on targeting specific accounts or companies rather than individual customers or leads. It’s an approach that is often used by B2B sales teams that work with larger, complex organisations with long sales cycles.

The goal is to build strong, long-term relationships with key accounts by providing personalised, valuable content and experiences.

 

Types of account-based marketing

There are several ABM strategies, for example:

  • One-to-One ABM - a highly personalised form of ABM, in which a company creates a customised marketing program for a single high value account or client through tailored content, events and other marketing activities
  • One-to-Few ABM - this involves targeting a small group of accounts that share similar characteristics or needs
  • One-to-Many ABM - this scalable form of ABM targets a large group of accounts that share similar characteristics or needs
  • Programmatic ABM - this approach uses technology to automate and scale ABM campaigns, allowing companies to target and engage with a large number of accounts more efficiently. Programmatic ABM typically involves using data and analytics to identify and target the most valuable accounts, then use targeted advertising and content to engage them across multiple channels

Why SEO benefits ABM

Did you know?

  • 56% of marketers strongly agree that personalised content is key to ABM success, however, this also poses the greatest challenge (LXA Hub)
  • 60% of marketers say that inbound marketing (including SEO) is their highest quality source of leads (HubSpot)
  • SEO drives 1,000%+ more traffic than organic social media (BrightEdge)

When employed strategically with ABM, SEO can be a powerful tool for engaging with potential prospects, as well as maintaining relationships with existing customers.

By optimising your website for search engines and incorporating SEO best practices into your ABM campaigns, you can improve your online visibility, target the right accounts and create more personalised, effective messages.

Create targeted and personalised content

SEO keyword research can help you identify the specific keywords and phrases that your target audiences are searching for online. By incorporating these keywords into your content and messaging, you can improve the relevance and effectiveness of your ABM campaigns.

Understand pain points and buyer journeys

By identifying phrases and questions your target accounts are searching for, you are better able to understand their pain points and the digital journeys that lead decision-makers to their purchase decisions. You can then address their issues through content and guides that answer questions and provide solutions.

Become more visible to key accounts

Optimising your website for SEO improves your online visibility, attracting more potential customers and accounts. By optimising your website and other online content for relevant keywords, you can improve your search engine rankings and make it easier for prospects to find you.

When a prospect searches for keywords related to your business, they’re more likely to find your website at the top of the search results, which can increase your credibility and help you appear more authoritative in your industry.

Build organic traffic to generate new leads

Prioritising SEO can help you build an online presence and grow your organic traffic. This can result in a stronger reputation that helps you attract new customers and build lasting relationships.

Optimise campaigns through data analysis

By identifying your target accounts, analysing competitor keywords, your current SEO performance and developing content strategies, you can optimise your SEO efforts and drive more traffic and conversions from your target accounts.

Access new ideas for content

Keyword research and analysis can aid content ideation, targeting and creation. Use long-tail keywords and questions as inspiration for new content ideas and as a basis for content roadmaps.

Our SEO services - an account-based marketing agency

Explore our range of SEO services to accelerate successful account-based marketing campaigns…

B2B SEO strategy

We work with a number of B2B companies, helping them to advance their SEO strategy. From B2B social media strategy to market insights and thought leadership content - we’ve successfully helped B2B organisations maximise their organic results and reach key decision-makers.

SEO keyword research

In order to appear when target accounts search for products and services, you need to be targeting the right keywords. We use industry-leading tools to identify the words and phrases that your key audiences are using. We then analyse by search volume, relevancy, intent and competitiveness in order to identify the best opportunities.

SEO analytics and consumer insights

SEO analytics can help to identify; user intent, what people are searching for, when, from where and on what devices. This is all valuable information when creating personalised ABM campaigns. We can help you collect and analyse information to help you target the people that matter.

SEO content services

Content is key when it comes to ABM campaigns. From keyword research to content strategy and optimisation, our SEO content writers can help to accelerate your rankings and stay relevant to your audiences. Our content services include comprehensive landing pages, guides, blogs, social media and microcopy to meet the needs of your campaigns.

Local SEO

A local SEO strategy can help you get seen by relevant accounts in your area. This involves local keyword targeting, Google My Business optimisation and a targeted content strategy for local customers.

Technical SEO

Technical SEO can improve the performance of your website so that you can capture more leads from your targeted accounts. Our technical experts can help with everything from page speed to mobile optimisation, to ensure your website is user friendly.

SEO ABM marketing guide

SEO can help you to improve your search engine rankings and drive more traffic and conversions from your target accounts. Find tips and advice on how to create successful ABM campaigns by utilising SEO…

Account-based marketing strategy

Define your target accounts

Identify the high value accounts you want to target with your SEO efforts and create content that appeals specifically to their interests and needs. Look for companies that are a good fit for your product or service, and have a higher likelihood of converting.

Conduct keyword research

Use tools or enlist the help of an SEO agency to identify search terms that are relevant to your target accounts and incorporate those keywords into your content.

Coordinate with sales

ABM is a collaborative effort between marketing and sales. Work closely with your sales team to align marketing strategy with sales processes. Establish common goals and identify areas where you can collaborate.

Account-based marketing best practices

Optimise your website

Ensure that your website is optimised for SEO by optimising page titles, meta descriptions and other on-page SEO elements. Use structured data to help search engines understand the content on your site.

Create engaging content

Create high-quality content that speaks directly to your target accounts. This can include blog posts, case studies, whitepapers and any other format that your audience consumes. It should also involve custom content, tailored messaging and relevant offers that are specific to each account. Use your keyword research to ensure that your content is optimised for SEO.

Promote your content

Use a variety of channels to promote your content, including social media, email marketing and paid advertising. This will help to drive traffic to your site and increase your rankings. Consistency across channels is key to building brand recognition and trust.

Measure and analyse results

Set clear metrics for success and track your results. Use data and analytics to measure the impact of your ABM campaigns, identify areas for improvement and optimise your strategies over time.

Find more ABM marketing trends.

Account-based marketing tools

There is a range of tools available to help you embed SEO into your ABM strategy, for example:

  • SEMrush - is an all-in-one SEO platform that allows you to conduct keyword research, track your search engine rankings and monitor your competitors
  • Ahrefs - is an SEO tool that allows you to conduct keyword research, track your rankings and analyse your backlink profile
  • Moz - is an SEO platform that offers a range of tools for keyword research, link building and on-page optimisation

Why choose us - ABM agency in London

We’re obsessed with making an impact. With us, you get:

  • SEO solutions from a wide network of professionals
  • Experience working with B2B decision-makers and organisations
  • Cross-industry experience and insights
  • Relentless execution
  • Dynamic and tailored services

SEE ALL SUCCESS STORIES

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Reviews from business - ABM SEO Service

"Really enjoy working with SeventhElement! They are leading a very passionate team with great knowledge of digital marketing, and very quick and honest feedback for each stage of the project." [2022]

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Reviews from business - ABM SEO services

“This is a small, friendly team who worked hard to quickly understand the needs of our brand and provided professional and timely support.” [2022]

ABM SEO costing

As all of our SEO services are tailored to your business needs, pricing is determined on an individual basis.

Please get in touch to arrange an initial consultation.

Grow with us

Investing in SEO can improve your chances of converting targeted accounts, influence purchase decisions and grow your business whilst also improving credibility and validation.

Let’s work together.

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