Leveraging CRM and Marketing Automation for Account Based Marketing Success

Companies embracing Account-Based Marketing (ABM) are directing their efforts towards cultivating business opportunities centred on individual accounts. Instead of employing generic marketing strategies, ABM focuses on customising marketing initiatives for specific companies, providing tailored value propositions that align with their unique needs.Historically, ABM was primarily accessible to large B2B enterprises. However, with the support of Customer Relationship Management (CRM) tools and Marketing Automation, even small to medium-sized businesses (SMBs) can leverage on account-based marketing.

Explore the following avenues where CRM and Marketing Automation can elevate your ABM strategy to new heights.

1. Crafting Your Buyer Personas

By leveraging the data stored in your CRM, you can create a comprehensive profile of your ideal customer, incorporating characteristics of companies that seamlessly align with your product or service. This allows you to identify businesses deserving of account-based marketing efforts, optimising your time and energy by steering clear of those with limited potential for substantial revenue generation. Additionally, the buyer persona derived from this profile can be utilised for targeting and constructing digital journeys in your digital advertising campaigns. As highlighted in “Lead Gen and CRM” by Constant Contact”, buyer personas can also serve as the basis for dynamic content in emails and landing pages, as well as guide list rules for targeted email distributions.

leadgen crm buyer persona
Image: Persona in “Lead Gen and CRM” by Constant Contact

2. Identifying Highest Revenue Companies

CRM software facilitates the rapid identification of primary revenue sources. If a significant portion of your monthly recurring revenue is derived from specific companies, formulate ABM strategies targeting these high-value businesses. Conversely, your CRM will unveil customers requiring substantial attention yet contributing minimally to revenue, enabling you to realign your focus accordingly.

3. Understanding Accounts' Needs and Interests

CRM and Marketing Automation assist in not only identifying key accounts but also offer insights into their problems, interests, and preferred topics for marketing focus. The data on leads’ behaviour, collected by CRM, enables you to monitor their purchases, the content they consume, and the nature of their interactions with sales associates. This guidance helps shape your digital marketing efforts towards these themes.

4. Automating Social Media Presence

After identifying the necessary content, the automated social media tools within Marketing Automation software make it easy to schedule regular content posts. These tools allow you to automate content distribution across various social media channels throughout the day. For instance, the dashboard of “Lead Gen and CRM” allows one-click posting to Instagram, Facebook, and LinkedIn. Additionally, you can manage responses to messages, mentions, and comments on Facebook and Instagram directly from your account.

5. Applying Automated Workflows

To efficiently target a significant number of key accounts, automated workflows—a feature present in all Marketing Automation software—ensure that no contact is overlooked. These workflows can be activated based on specific criteria, such as a key account downloading a particular lead magnet. This guarantees that as accounts progress through the sales funnel, they are presented with the suitable product offer at the right moment.

leadgen crm constant contact visual workflow
Image: Example of workflow created in Visual Workflow Builder

Implementing account-based marketing as a consistent strategy, fully integrated into your business processes, can prove lucrative. CRM and Marketing Automation tools are designed to identify and track the behaviour of target accounts, enhancing the effectiveness of your ABM strategy.


In summary, leveraging CRM and Marketing Automation is crucial for Account-Based Marketing success. From crafting buyer personas to automating workflows, these tools optimise targeting and enhance the effectiveness of tailored marketing strategies.

Whats next for you?

Application of account-based marketing into your business can be challenging to execute independently. It is particularly tough to find partners with the requisite technical expertise for implementing the latest digital marketing tools. The team at “Lead Gen and CRM” consists of marketing and sales experts based in Malaysia, ready to assist you in implementing ABM marketing. They also provide support in adopting CRM and Marketing Automation software to enhance the efficiency of your marketing and sales teams.

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