Account-Based Marketing Strategies That Drive Higher-Value Deals

Ever followed one of those strategies which feels a bit like throwing spaghetti at the wall, and seeing what sticks? 

Yep, us too. No fun, isn’t it? 

Sure, casting a wide net and going after as many leads as you possibly can might bring some results. After all, you’re bound to run into someone who needs to buy sooner rather than later. But it’s not the most efficient way of working – and pinging randomers day in, day out isn’t great for your business’s brand either. 

Here’s an alternative: account-based marketing (ABM). It’s a strategic approach where you focus on a smaller group of high-value accounts instead of spreading your efforts wide. 

Now, you probably have heard of it as a strategy for bigger companies – but we’re here to tell you that’s a myth. Really, AMB is effective for any size business that wants to go after the right accounts and close bigger, more profitable deals. If that sounds good to you, keep reading. Here’s what’s coming up: 

• Target the Right Accounts, Not Just Leads
• Personalize Outreach to Build Stronger Relationships
• Align Sales and Marketing Teams for Better Coordination
• Use ABM to Nurture Long-Term Relationships, Not Just Close Deals
• Automate the ABM Process for Efficiency

By the time you’ve finished reading, you’ll know how to use an account-based marketing approach to target the right accounts, create personalized experiences, and ultimately drive more revenue from each account. You’ll also understand which tools – like, ahem, Surfe – will help you get there. 

Ready? Let’s get going. 

Target the Right Accounts, Not Just Leads

Let’s get one thing straight: ABM is a lot, lot more than just a fancy acronym. Instead, it’s helpful to think of it as more of a mindset shift. 

Traditional lead generation plays the numbers game – blast out enough emails and someone will eventually bite. But do ABM, and you’re committing to doing sales differently. Instead of chasing every semi-relevant lead with a LinkedIn profile and a pulse, you zero in on accounts that are a real match.

Think fewer prospects, better fit.

That starts with building a rock-solid Ideal Customer Profile (ICP). Who actually needs what you’re selling? What industry are they in? How big is the company? What’s their budget? If you’re targeting 50-person SaaS teams based in the UK, why are you still chasing that ecommerce startup in Bali?

Once you’ve got your ICP, you can use intent data, LinkedIn signals, or even good old-fashioned gut feeling to choose the accounts with real potential.

Here’s a tool to help you: Surfe. We know, we know, it’s us – but we genuinely are really good at supporting ABM strategies. Promise! 

 Let’s say you’ve handpicked your dream accounts – Surfe helps you instantly enrich contact data from LinkedIn, so you’re not just guessing who the decision-makers are. You’ll get verified emails and phone numbers, and can sync everything straight to your CRM in just a single click. Nice, right?

Personalize Outreach to Build Stronger Relationships

If your ABM emails still start with “Hi there,” we need to talk.

In ABM, personalization isn’t a “nice-to-have” – it’s the whole game. You’re targeting fewer accounts, which means every interaction needs to count. That starts with tailored messaging: industry-specific challenges, company news, even that podcast their VP just guested on. Show them you’ve done your homework.

Picture this: you’re targeting a SaaS company scaling its SDR team. Instead of a cookie-cutter pitch, your email might read:

“Saw your VP of Sales talking about outbound challenges on LinkedIn. If you’re hiring 5 new SDRs, it’s probably a good time to rethink how they source and qualify leads. Want to see how we’re helping teams just like yours cut ramp time in half?”

That’s the kind of outreach that gets replies – not radio silence.

With Surfe, you’ve got the data to make it happen. You’re not relying on dusty CRM records or stalking Twitter bios. Surfe enriches contact data in real time, so you know who you’re talking to, what they do, and how to reach them. Plus, your CRM gets updated automatically, so your team stays aligned without any extra effort on their part.

Align Sales and Marketing Teams for Better Coordination

Sales and marketing alignment is often more theory than reality. Even teams with the best intentions find it difficult to stay connected day in, day out. ABM forces the issue – in a good way.

When you’re targeting a handful of high-value accounts, there’s no room for silos. Sales and marketing have to work together on messaging, content, and timing. That means shared goals, shared KPIs, and yes, probably a few more Slack channels.

So how does this look in real life? Marketing creates account-specific assets – say, a case study tailored to a specific industry segment. Sales uses that in outreach, and both teams track responses and touchpoints in the same CRM. Everyone sees the same data. Everyone’s rowing in the same direction.

Surfe keeps the whole operation humming by giving both teams access to fresh, accurate contact data. It plugs right into your CRM, so there’s no “Who updated this record last?” drama. Because nobody needs to waste time on a convo like that.

Use ABM to Nurture Long-Term Relationships, Not Just Close Deals

Here’s the truth most sales blogs won’t tell you: closing the deal is the easy part. The real magic of ABM is in the follow-up – the consistent, relevant, long-term engagement that turns a one-time customer into a lifelong one.

ABM isn’t built for churn-and-burn tactics. It’s designed for high-value relationships that evolve. Think expansion revenue, referrals, and upsells.

This is where your account intelligence really pays off. By staying in the loop with your customer’s growth plans, new hires, or even product launches, you can continue to deliver value at every stage. And when you’re ready to pitch that add-on or new feature? It doesn’t feel random. It feels right on time.

Surfe helps here too (told you we were good!). You can keep tabs on changing roles, new connections, and updated contact info without leaving LinkedIn. That means no awkward “Hey, is Sarah still the Head of Sales?” emails – and way more thoughtful check-ins that actually land.

Automate the ABM Process for Efficiency

We get it – ABM sounds like a lot of work. If it were easy, everyone would do it! And yes, it’s more targeted than your standard outbound slog. But that doesn’t mean it has to eat up your entire calendar.

With the right tools, a ton of the heavy lifting can be automated. Think:

• Automating follow-ups based on engagement
• Syncing contact data without manual entry
• Setting reminders when key decision-makers change roles

Surfe does all this (and more). Imagine finding a prospect on LinkedIn, enriching their contact info, syncing it with your CRM, and queuing up a follow-up – all in a few clicks. That’s the kind of automation that doesn’t just save time – it actually makes ABM scalable for smaller teams.

Let’s Wrap It Up!

ABM isn’t just for enterprise giants with armies of SDRs and an ad budget the size of a small country. With the right strategies and tools like Surfe, even a two-person sales team can run targeted, personalized campaigns that punch way above their weight.

Go forth and conquer – and let us know how it goes, won’t you?

FAQs About High-Value Account-Based Marketing Strategies 

What Is Account-Based Marketing?

Account-based marketing (ABM) is a targeted B2B strategy that focuses your sales and marketing efforts on a small group of high-value accounts instead of chasing every lead with a job title and a heartbeat. Think of it as swapping a fishing net for a spear – you go after targeted accounts that actually matter, with tailored outreach and personalized engagement. The goal? Build stronger relationships, close bigger deals, and waste less time on people who were never going to buy in the first place.

How Does ABM Differ From Traditional Lead Generation?

Traditional lead gen is all about quantity – blast out messages, hope something sticks. ABM flips that by prioritizing quality over volume. You start with a clear Ideal Customer Profile, handpick the right-fit accounts, and craft personalized messaging that speaks to their pain points. Instead of chasing hundreds of leads, you’re building relationships with a handful of high-potential companies. It’s slower upfront, but way more effective for landing high-ticket deals (and keeping your sanity intact).

Is Account-Based Marketing Only For Large Companies?

Nope. That’s one of the biggest ABM myths. While it sounds like something only Fortune 500s can pull off, ABM is actually perfect for small and mid-sized teams too – especially if you’re selling high-value products or services. With the right tools (like, say, Surfe), even a two-person sales squad can identify target accounts, enrich contact data, and run highly personalized campaigns that compete with the big players. 

What Tools Do You Need To Run A Successful ABM Strategy?

To run ABM without losing your mind (or your weekends), you’ll want tools that handle data enrichment, CRM syncing, outreach automation, and analytics. Enter Surfe. It lets you find and enrich contact data directly on LinkedIn, syncs everything to your CRM with one click, and keeps your pipeline updated without manual input. Throw in an email sequencing tool and something to track engagement, and boom – you’ve got yourself a lean, mean ABM machine.

Why Is Personalization So Important In ABM?

Because in ABM, “Hi there” doesn’t cut it. You’re targeting fewer accounts, which means every message has to land. Personalized outreach shows you’ve done your homework – whether it’s referencing a recent company announcement, addressing a specific pain point, or nodding to a LinkedIn post they shared. This level of detail builds trust fast, sparks actual conversations, and sets you apart from the copy-paste crowd.