Set a course for ABM

About the authors

Kevin Sleap – Gilroy

Kevin is a seasoned visionary in the B2B space, bringing over four decades of experience gained from collaborating with some of the industry’s brightest minds. His career has been dedicated to guiding industry bodies, government teams, and global B2B giants toward success.

In an era where most B2B buyers navigate their journey independently – online and without third-party consultation – Kevin champions a transformative approach. He inspires sellers to invest in building awareness, fostering understanding, and cultivating trust, paving the way for meaningful consideration and empowering informed decisions._‍

Robert Norum – Opportunitas

Robert is a specialist ABM consultant and trainer, with over 30 years’ experience in B2B marketing. He has spent the last 12 years at the cutting edge of ABM helping to develop strategy, messaging and delivery programmes for some of the world’s largest organisations.

Robert is the ABM and Demand Strategy Expert for B2B Marketing’s Propolis community and also runs B2B Marketing’s ABM Essentials training course, where he has trained over 1000 delegates in the last seven years. He consults across the ABM spectrum, and is an experienced workshop facilitator, trainer, and a regular speaker on account-based marketing.

Introduction

In B2B, where data takes the lead, some may befooled into believing that brand is too nebulous, broad and hard to measure, to warrant a place at today’s top table. On the contrary, a strong brand remains essential for account-based strategies, helping organisations build trust, increase engagement, and drive long-term business success.

This briefing explores why brand continues to be a crucial asset for B2B organisations deploying ABM, with supporting statistics and insights from business leaders.

Building awareness, credibility and trust

In B2B markets, purchasing decisions often involve multiple stakeholders across departments, each with their own criteria and priorities. Building trust and credibility is a critical component of the buying process, particularly in sectors where decision-makers seek to minimise risk and ensure long-term partnerships.

• Brand as a trust enabler: According to a report by Edelman[1], 81% of B2B decision-makers say that trust is a primary consideration when choosing a business partner.For ABM to succeed, decision-makers need to feel confident that they are engaging with a credible, trustworthy brand and for target accounts, the strength of the brand often determines whether the stakeholders are open to the conversation in the first place.
• Differentiation in competitive markets: As multiple vendors offer similar products and services; a strong brand helps companies stand out. In a 2021 study by LinkedIn[2], 86% of B2B marketers agreed that building a brand creates credibility and differentiation in the marketplace. This brand differentiation is particularly important in ABM, where potential buyers are approached with high-value, personalised solutions but still need to make a choice based on brand trust and credibility.

Earning a seat at the table

ABM focuses on targeting specific accounts, but it relies on a foundation of awareness and positive perception. Without a well-established brand, companies may struggle to gain attention from target accounts, even with tailored, account-based outreach.

• The importance of awareness: Marketing Week, State of B2B Marketing survey[3] revealed that 61% of B2B marketers believe that brand awareness plays a critical role in ABM strategies. ABM cannot function in a vacuum, targeted accounts need to be familiar with the brand before tailored content and engagement can drive results. When a prospect already knows and respects a brand, they are far more likely to respond positively to personalised messaging.

• Familiarity influences consideration: Gartner research[4] highlights that 77% of B2B buyers consider a vendor's reputation and brand when making a purchasing decision. This shows the crucial role of brand in the early stages of the decision-making process. For ABM to effectively nurture high-value accounts, companies must ensure their brand is well-known and respected within the industry.
• Supporting the buyer’s journey: Research from Demand Gen Report[5] suggests that 71% of B2B buyers start with a broad online search, consulting multiple sources and vendor websites before narrowing down their choices. A brand that has invested in its visibility and reputation is more likely to appear in these early, exploratory stages, which primes target accounts for customised ABM outreach.

In a world of constant disruption and change, how do we as marketers ensure that our organizations remain relevant and create demand? It starts with a strong brand identity. Gabie Boko, Chief Marketing Officer at NetApp

Emotional engagement and long-term relationships

While B2B decisions are often seen as rational and driven by data, emotion still plays a key role in the buying process. A strong brand helps foster an emotional connection with the buyer, making the company more than just a transactional partner.

• Emotional influence in B2B: According to a CEB (now Gartner) study[6], B2B buyers are 50% more likely to make a purchase when they feel an emotional connection to a brand. In an ABM context, where building long-term relationships is key, a strong brand can create that emotional bond, making the company not just a vendor but a trusted partner.
• Brand strength and customer retention: Branding also plays a significant role in customer retention and advocacy, which are core elements of a successful ABM strategy. Forrester[7] found that 69% of B2B buyers are more likely to consider a company with a strong brand when it comes time for repeat purchases. A well-established brand encourages loyalty and upsells opportunities, which are vital to ABM's focus on deepening relationships with key accounts.

Brand as a protective forcefield

With B2B evolving at a rapid pace, product features and pricing are easy to replicate. However, brand equity is much harder to duplicate, offering a long-term advantage. This competitive edge is particularly important in ABM, where high-value accounts are frequently the target of competing vendors.

• Defending market position: Research from McKinsey[8] suggests that B2B companies with a strong brand grow faster and are more profitable, with branded companies experiencing 31% higher revenue growth than those with weaker brands. When targeting key accounts, a strong brand offers protection from competitors that may have comparable products or services but lack the established trust that a recognised brand provides.
• Premium pricing: Strong brands also allow B2B companies to command premium pricing, even in competitive industries. According to Salsify[9], 46% of B2B buyers are willing to pay more for services from a company with a strong brand because they perceive the value as greater. ABM deals often involve large investments, a premium brand can justify a higher price by offering perceived quality and trust.

Telling a complete and compelling story

Brand-building and ABM are not mutually exclusive but are, in fact, complementary strategies that work best when integrated. ABM benefits from the groundwork laid by strong branding efforts, while a well-executed ABM campaign reinforces and strengthens the brand.

• Unified messaging and consistency: ABM personalisation depends on delivering relevant, highly tailored messages to specific accounts. However, these messages must be consistent with the broader brand narrative to build trust and credibility. According to B2B International[10], 85% of B2B marketers believe that a consistent brand experience across all channels is essential to maintaining trust with target accounts.
• Brand as a long-term asset: While ABM is often focused on short-term wins, brand-building creates long-term equity. As noted by the Institute of Practitioners in Advertising (IPA)[11], B2B organisations that balance long-term brand-building and short-term ABM efforts achieve 25% higher profitability overtime. By investing in both, organisations can ensure continued success in targeting and retaining high-value accounts.

In a fragmented and competitive world, brand is the connective tissue that holds the whole customer experience together. Keith Weed, former Chief Marketing Officer at Unilever

Integrating brand to amplify ABM

A strong brand creates the foundation of trust, credibility, and differentiation that is essential for ABM success. Statistics and insights from industry leaders reinforce the need for B2B companies to continue investing in brand-building as a complement to their ABM efforts.

By driving awareness, fostering emotional connections, and nurturing long-term relationships, a powerful brand amplifies the effectiveness of ABM. Rather than competing strategies, brand-building and ABM are two sides of the same coin, working in unison to achieve sustainable growth and lasting success for the ambitious B2B leaders.