Almoh_Media_ABM_Services_B2B_8_Slide_Presentation
                     ACCOUNT-BASED
MARKETING
How ABM Services for B2B Reach the 
Right Accounts — and the Right People
A practical guide to buyer intelligence, buying-group 
mapping, personalized messaging, and multi-stakeholder 
engagement.
almohmedia.com/blog/when-abm-services-b2b-target-right-accounts-miss-right-people/
The ABM Challenge: The Account Is Right, but the Audience May B0e2  Wrong
Choosing the right company is only the first step. B2B purchases usually involve 
several stakeholders with different priorities and influence.
Account
Where to focus
•  An  account  may  fifit  the  iideall  customer  profifille  
perfectlly..
•  Engagement  from  one  emplloyee  does  not  prove  Buying Group
buyiing  iinflfluence.. Who matters
•  Deciisiion-makers,,  techniicall  evalluators,,  users,,  fifinance,,  
and  procurement  may  allll  affect  the  outcome..
•  ABM  becomes  stronger  when  account-llevell  targetiing  Message
iis  combiined  wiith  buyer-llevell  iintelllliigence.. Why they care
Almoh Media  |  Account-Based Marketing  |  almohmedia.com
Know the Buying Group Inside the Target Account 03
A strong B2B account-based marketing approach looks beyond job titles and maps the 
roles that can influence a purchase.
Decision-Maker Influencer User
Budget, business value, risk Recommendations and Workflow, usability, adoption
requirements
Technical Evaluator Procurement
Integration, security, scalability Commercial terms and vendor 
requirements
Almoh Media  |  Account-Based Marketing  |  almohmedia.com
Buyer Intelligence: The Missing Layer in ABM 04
Account lists tell you where the opportunity is. Buyer intelligence helps explain who 
can move it forward and what each stakeholder needs to hear.
FROM ACTCOO BUUNYTE RD-ALTEAVEL INSIGHT
→
•  Rolle  and  ffunctiionall  responsiibiilliity
Who matters?
•  Seniioriity  and  deciisiion  authoriity
What do they care about?
•  Busiiness  priioriitiies  and  current  iiniitiiatiives How can we engage them?
•  Technollogy  enviironment  and  operatiionall  
challllenges
•  Buyiing  responsiibiilliitiies  and  stakehollder  
rellatiionshiips
This creates a shared view for sales and 
•  Engagement  wiith  your  company  and  content marketing.
Almoh Media  |  Account-Based Marketing  |  almohmedia.com
Map the Buying Group Before Building the Message 05
Define the Account Confirm ICP fit: industry, size, needs, technology, strategic value.
01
Identify Stakeholders Map business owners, decision-makers, influencers, evaluators, users, 
02 and procurement.
Understand Priorities Connect each stakeholder to their business, technical, operational, or 
03 commercial concerns.
Match the Message Adapt the value proposition to the role while keeping one connected 
04 campaign story.
Almoh Media  |  Account-Based Marketing  |  almohmedia.com
Personalization Must Happen at the Buyer Level 06
The solution may stay the same, but the reason for buying it changes by 
stakeholder.
Stakeholder Priority Message Angle
CFO / Finance Value, cost, financial impact Business case and measurable return
CIO / Technology Security, integration, Technical confidence and risk reduction
scalability
Operations Efficiency, process Workflow and productivity outcomes
improvement
Users Usability, adoption, day-to- Practical benefits and ease of use
day impact
Procurement Commercial value, terms, Clear commercial justification
supplier risk
Almoh Media  |  Account-Based Marketing  |  almohmedia.com
ABM Best Practices for Multi-Stakeholder Engagement 07
•  Map  mulltiiplle  stakehollders  iinstead  of  rellyiing  on  one  contact..
•  Valliidate  contact  data  and  update  buyiing-group  maps  regullarlly..
•  Look  beyond  jjob  tiitlles  to  understand  reall  iinflfluence  and  responsiibiilliitiies..
•  Segment  messagiing  by  rolle  and  buyiing  priioriity..
•  Buiilld  mulltii-threaded  rellatiionshiips  across  the  target  account..
•  Connect  salles  and  marketiing  iintelllliigence  around  shared  accounts..
•  Measure  engagement  by  both  person  and  account..
Goal: move from “we reached the account” to “we engaged the people who influence 
the purchase.”
Almoh Media  |  Account-Based Marketing  |  almohmedia.com
FROM TARGET ACCOUNTS TO TARGETED BUYING 
GROUPS
Effective ABM combines account intelligence, buyer-level insights, 
relevant messaging, and coordinated multi-stakeholder engagement.
ACCOUNT BUYER MESSAGE ENGAGEMENT
Right company Right people Right relevance Right 
interaction
Read the full 
article:
almohmedia.com/blog/when-abm-services-b2b-target-right-accounts-miss-right-people/
Almoh Media  •  B2B Lead Generation  •  Account-Based Marketing