As the demand for account-based marketing (ABM) continues to grow, more and more companies are looking for ways to use customer data to strengthen their ABM strategy. Why? Simple, ABM is a highly targeted B2B tactic that helps to align sales and marketing to find the right clients based on their revenue. In essence, they’re the reverse of traditional marketing tactics, where ABM utilizes ideal customer profiles to identify the best-fit accounts that may result in high revenue.

That said, if you are here today looking to improve your ABM strategy, consider using customer data. Here are six ways you can use customer data to make your ABM strategy even more effective:

1. Use Customer Data to Segment Your Accounts

One of the most important aspects of an effective ABM strategy is account segmentation. By segmenting your accounts based on factors like industry, company size, or location, you can more effectively target your marketing and sales efforts. Customer data can be a valuable asset in segmenting your accounts and developing targeted ABM programs.

2. Use Customer Data to Develop Targeted Account Lists

Another key element of an effective ABM strategy is developing targeted account lists. Once you’ve segmented your accounts, you can use customer data to develop lists of target accounts that are the best fit for your products or services. Customer data can help you identify factors like company size or industry that make an account a good fit for your ABM program.

3. Use Customer Data to Personalize Your Outreach

Personalization is critical to the success of an ABM program. By using customer data, you can personalize your outreach to each account, making your marketing and sales efforts more effective. Customer data can help you customize your messaging, content, and even your sales approach to each account.

4. Use Customer Data to Track Account Engagement

Tracking account engagement is essential to the success of an ABM program. By tracking how your target accounts are engaging with your marketing and sales efforts, you can adjust your strategy to maximize your results. Customer data can help you track account engagement by providing insight into the interactions between your company and each target account.

5. Use Customer Data to Measure Account Success

Measuring account success is another important element of an effective ABM strategy. By tracking key metrics like customer lifetime value, you can gauge the success of your ABM program and make necessary adjustments. Customer data can help you measure account success by providing insights into the revenue generated by each target account.

6. Use Customer Data to Optimize Your ABM Program

Finally, customer data can be a valuable asset in optimizing your ABM program. By analyzing your customer data, you can identify areas where your program is performing well and areas that need improvement. You can then use this data to make necessary changes to your ABM program to enjoy better results.


All in all, through the use of customer data, your ABM strategy can be strengthened to become more effective. That said, if you need help with improving your ABM strategy, be sure to work with experts in the area. They can assist in helping you understand what to do to better your ABM strategy, ensuring your long-term success.

Acquisent is an account-based marketing agency offering its 3-step ABM system that helps make scaling a business more fun, efficient, and predictable. If you are looking for  ABM marketing help, work with us today!