What is Account-Based Marketing?
Account-Based Marketing (ABM) is a strategic approach where you treat each target account as its own market. Instead of casting a wide net and hoping the right fish bite, you identify exactly which companies you want to win and direct all activities toward them.
ABM is especially effective for B2B companies with enterprise sales, long sales cycles and high customer lifetime value. When a single customer is worth millions in lifetime value, it justifies a targeted and personalized approach.
Defining the target account list
Everything starts with the list. Who are your dream accounts? Use criteria such as industry, size, geography, technology stack and strategic fit. Involve sales, marketing and leadership in the selection.
A typical ABM list contains 25–100 accounts. Too many and you can't personalize well enough. Too few and you don't get enough volume. Start with 50 and adjust based on results and capacity.
IP-based advertising
One of the most effective ABM tactics is IP-based display advertising. By matching IP addresses to your target accounts, you can show custom ads to employees in precisely those companies — across websites they visit.
This builds brand recognition among decision-makers in target accounts, so they already know you when the outbound team reaches out. The effect is higher response rates and shorter sales cycles.
Personalized multichannel outreach
ABM outreach differs from standard outbound in the degree of personalization. Each message is written for the account's specific situation, challenges and opportunities.
Combine LinkedIn advertising targeting roles in target accounts with personalized email sequences and phone calls. Use the account's current situation — new hires, product launches, industry developments — as context in the communication.
The goal is for the recipient to think "this message was written for me," not "this is a mass email."
Measuring engagement and conversion
ABM success is measured differently from traditional lead generation. Instead of counting leads, you measure account engagement: how many of your target accounts have interacted with your content, visited your website, responded to outreach or booked a meeting?
Set up an engagement score per account based on activities across channels. Prioritize follow-up toward accounts with the highest engagement score — they're most likely to convert.
ABM in the Norwegian market
ABM works especially well in Norway because the market is relatively small and transparent. You can identify almost all relevant companies in your ICP, which makes an account-based approach natural.
Remember that personalization in Norway is about relevance and professional insight, not flattery or relationship-building alone. Show that you understand the account's industry and challenges, and offer concrete value from the first touchpoint.