How to Use Account Based Marketing to Generate Demand

Account-Based Marketing (ABM) has become one of the most effective strategies for B2B companies looking to focus their resources on high-value clients. If you want to cut through the noise and create meaningful engagement with your most important prospects, learning how to use account based marketing to generate demand is essential.

In this article, we’ll walk through exactly how ABM works, why it’s so powerful, and how to implement it to drive real demand for your products or services.

Table of Contents

What Is Account-Based Marketing?

Account-Based Marketing is a strategy where sales and marketing teams work together to target specific high-value accounts (usually companies or decision-makers within companies) with personalized campaigns.

Rather than casting a wide net, ABM focuses on a select group of accounts that are the best fit for your business. These campaigns are customized to address the unique challenges, needs, and goals of each account—making them far more effective than generic lead-generation tactics.

Why Use Account Based Marketing to Generate Demand?

ABM flips the traditional funnel. Instead of attracting leads broadly and then qualifying them, ABM begins with identifying the right-fit accounts and proactively building engagement. Here’s why this approach works so well:

Higher ROI: According to research from ITSMA, 87% of marketers report ABM delivers better ROI than any other marketing investment.
More Qualified Leads: ABM targets decision-makers directly, reducing wasted resources on low-fit leads.
Stronger Relationships: Personalized outreach leads to more trust, engagement, and long-term partnerships.
Better Alignment Between Sales and Marketing: ABM requires these teams to collaborate, creating a more consistent buyer experience.

If your goal is to use account based marketing to generate demand, these benefits lay the foundation for smarter, more strategic growth.

Step-by-Step: How to Use Account Based Marketing to Generate Demand

1. Identify High-Value Target Accounts

Start by defining what a high-value account looks like for your business. This could include factors such as:

Company size
Industry
Revenue potential
Existing tech stack
Current pain points
Buying intent signals

Use your CRM, sales insights, or tools like LinkedIn Sales Navigator to build a list of accounts that fit your ideal customer profile (ICP).

Tip: Focus on a manageable number of accounts initially. Many successful ABM campaigns begin with 20–50 high-value accounts before scaling.

2. Build Buyer Personas for Each Account

Understanding the stakeholders within your target accounts is crucial. Create detailed personas that include:

Job title and role
Decision-making power
Goals and KPIs
Pain points and challenges
Preferred communication channels

The goal is to craft messaging that speaks directly to the people who influence or make the buying decision.

3. Align Sales and Marketing Teams

To effectively use account based marketing to generate demand, your sales and marketing teams must operate in sync. Key actions include:

Holding joint planning sessions
Sharing insights and feedback loops
Setting common KPIs for account engagement and conversion
Collaborating on personalized content creation

This alignment ensures prospects have a seamless experience, from initial engagement to deal closure.

4. Create Highly Personalized Content and Campaigns

Generic content won’t cut it in ABM. Each campaign must speak directly to the target account’s needs, industry context, and decision-making process. Tailored content might include:

Custom landing pages for each account
Personalized email outreach from sales reps
Industry-specific case studies
Executive briefing documents
Custom ads based on account behavior

The more relevant and personalized your content, the more likely you are to generate real demand.

5. Select the Right Channels for Outreach

Once you’ve created your content, distribute it through the right mix of channels:

Email marketing: Personalized email sequences tailored to the recipient’s role and pain points.
LinkedIn: Targeted InMail messages, sponsored content, and profile engagement.
Web personalization: Tools like Clearbit and Mutiny can customize your website content in real time based on account data.
Direct mail: Physical gifts or printed assets can leave a lasting impression on decision-makers.
Events: Invite target accounts to private webinars, roundtables, or virtual events.

Using a mix of channels allows you to engage accounts where they are most active and responsive.

6. Measure, Optimize, and Scale

To continuously use account based marketing to generate demand, you need to track what’s working and adjust accordingly. Key metrics include:

Account engagement (email opens, site visits, ad clicks)
Number of meetings booked per account
Pipeline created per target account
Deal velocity and close rates
ROI by account or segment

Use these insights to refine your targeting, messaging, and tactics. Over time, successful patterns will emerge that you can use to scale your ABM efforts.

Real-World Example: ABM for a SaaS Company

Let’s say you run a B2B SaaS company that sells workflow automation tools to mid-sized law firms. Instead of targeting all legal professionals, you decide to use account based marketing to generate demand among 30 law firms with 100+ employees.

You:

Research and select 30 firms using LinkedIn and industry directories.
Identify key roles like operations managers and legal IT directors.
Craft emails and landing pages that highlight how your tool reduces document processing time by 40%.
Invite those decision-makers to a custom demo webinar with a case study featuring another law firm.
Have sales follow up with a personalized legal tech ROI calculator and a 1:1 consultation offer.

This focused campaign might result in fewer leads overall—but higher-quality conversations and more conversions.

Common Mistakes to Avoid

When trying to use account based marketing to generate demand, many teams fall into these traps:

Too many accounts too fast: Dilutes personalization and overwhelms your team.
Sales-marketing misalignment: Leads to inconsistent messaging and missed opportunities.
Lack of research: Without a deep understanding of the account, campaigns fall flat.
Generic content: Doesn’t resonate with decision-makers or address specific needs.

Sticking to a disciplined, account-specific approach is key to success.

Final Thoughts

If you’re ready to move beyond traditional lead generation and want to drive real, predictable growth, it’s time to use account based marketing to generate demand. By focusing on the accounts that matter most, delivering personalized experiences, and aligning your teams around shared goals, ABM can help you build relationships that turn into long-term revenue.

Whether you’re a startup founder, a B2B marketer, or a strategist targeting enterprise clients, ABM is a powerful framework to include in your demand generation toolkit.