Account-based marketing (ABM), in the context of accounting and consulting businesses, is based on targeting specific high-value accounts or firms and tailoring marketing and
business development efforts directly towards them. It fundamentally shifts the marketing focus from broad outreach to individualized communication, aligning sales and marketing efforts to build stronger relationships and drive higher revenues.
With ABM the idea is to zero in on potential high-value clients who have the highest prospects of conversion or up-selling, then design a unique relationship-building strategy for each client. This approach helps accounting and consulting businesses to spend their resources wisely, maximize their returns on marketing investment, and build more meaningful relationships with their clients.
ABM’s personalized approach makes sense for accounting and consulting firms, where the value of a single client can be notably high, the target customer may have multiple individuals responsible for or influencing the buying decision, and bespoke solutions are often more valued than generalist ones.