B2B marketing has evolved beyond mass outreach, where generic campaigns such as- email blasts or the same content or message, no longer deliver the desired impact. Decision-makers across the United States expect a personalized experience by understanding their personal needs and challenges they are facing. Salesforce states that around 70% of B2B buyers today expect personalized experience and vendors to understand their unique needs and preferences. They mostly expect personalized and relevant communication from vendors. Companies that focus on a broader segment with a single content or a template often struggle to reach and engage the right decision-makers in a meaningful way. This is where B2B account based marketing (ABM) steps in. 

In this blog we’ll explore how ABM transforms your B2B lead generation efforts, increase ROI, and how companies like Vereigen Media help businesses execute ABM with precision for better results. 

Why Traditional B2B Lead Generation Often Falls Short 

Most of the B2B marketers rely on broad lead-generation tactics, collecting generic lists and blasting emails and sending messages without considering account-level priorities. These approaches can result in wasted marketing spend, low engagement rates, and a disconnect between marketing initiatives and sales outcomes. 

This often results in: 

• Low engagement rates due to poor sales and marketing alignment. 

• The broad targeting often leads to poor quality leads misaligning your ideal profile. 

• Outdated tactics slow the sales cycles and results in missed revenue opportunities. 

• Misaligned ICP increases campaign costs without a measurable impact. 

What Makes Account-Based Marketing Different in B2B? 

Account-Based Marketing (ABM) is different in B2B as it focuses mainly on the high-value customers, aligning with your ICP. We target such ideal profiles for quality over quantity with personalized messaging for B2B campaigns, rather than the broader approach of traditional lead generation work. We make sure that every lead entering into your workflow is genuine and has potential for your campaign. 

Key components of ABM are: 

• Account Selection 

• Personalized messaging 

• Sales and marketing alignment 

• Multi-channel outreach 

• Track, Measure, and Optimize  

ABM doesn’t focus on broader terms to generate leads, it focuses only on high-value audiences to generate the right leads with precision. 

Why ABM Works for Modern B2B Buyers 

Today’s B2B buyers are not looking for generic pitches, so they have shifted from broad marketing tactics to personalized targeting high-value accounts. 71% of customers are expecting personalized experiences, and those experiences make 80% of the customers more likely to purchase (Source: thecmo). 

With complex buying committees, personalization often extends beyond one individual, it often targets the entire decision-making unit by understanding their pain points. 

How ABM Solves Common B2B Marketing Challenges

In solving challenges of B2B marketing, it’s now necessary to rely on the ABM than on the traditional lead generation. This ABM strategy helps focus on personalized outreach rather than generic outreach, considering the same content and message for all. Below are some pain points where ABM solves B2B marketing challenges: 

1. Focusing on Quality not Quantity 

Today’s B2B marketers are often expecting personalization from vendors to consider and understand their every pain point. This helps vendors focus on a particular pain point and curate content or messages by targeting high-value accounts to generate quality leads. This approach helps to engage with high-potential accounts that most likely become valuable, long-term customers. 

At Vereigen Media, we focus on high-value accounts while relying on first-party data, zero-outsourcing, and human verification. 

2. Personalized Marketing and Content That Resonates 

By relying on a personalized marketing approach, marketers can segment accounts based on industry, company size, role, and tech stack. By understanding your audience’s pain-points, and their unique challenges you can deliver content that truly matters in increasing engagement and conversions. 

At Vereigen Media, with our Verified Content Engagement (Content Syndication) and VM Engage (Programmatic display ads), we target high-value customers, aligning your ideal profiles who actively engage with your valuable content asset. By relying on our solution and human verification approach, we eliminate wasted leads, increase the conversion and revenue by building a pipeline faster. No-outsourcing, just genuine lead delivery. 

3. Building Strong Customer Relationships 

To build a strong customer relationship, it’s essential to understand their unique challenges and other pain-points that matter. With personalization and a multi-channel approach we build stronger customer relationships by actively seeking their feedback and actively addressing their issue promptly. This helps in building trust and transparency, while providing exceptional personalized customer service curated to their needs.  

This human connection and responsiveness to their needs ultimately builds a stronger connection, boosting loyalty and reducing churn. 

4. Sales and Marketing Team Alignment 

ABM enables shared focus between marketing and sales teams to promote growth, enhance the customer experience, and increase ROI while targeting the same accounts. This strategic collaboration helps them to achieve common business goals, aligning with your ideal customer profiles. 

This approach helps in drive pipeline growth, shorten the revenue cycle, and provide seamless touchpoints with a personalized messages. 

5. Shortening the Sales Cycles Ultimately Leads to Pipeline Growth 

ABM shortens sales cycles by targeting high-value customers, understanding their requirements, and the challenges they face. This understanding of their pain points and distributing the valuable content at the right time with a personalized approach accelerates the deal closure and reduces the delay in the sales cycle.  

By considering the needs of your customers, aligning with your ICP move through the funnel faster, without wasting time, budget, and resources used. 

According to the Forrester report, 58% of marketers see larger deal sizes after implementing ABM strategy. 

6. Maximize ROI and Revenue Growth 

By targeting high-value accounts and relying on the personalized outreach through content, it helps deliver a customized message by considering their challenges. This personalized targeting helps in delivering valuable resources optimized by focusing on their issue, which leads to better conversion rate, better deals, increasing ROI, and revenue growth. 

Around 80% of marketers see higher ROI from ABM than any other marketing strategy. – Salesforce 

7. Improved Lead Qualification 

By concentrating on accounts that are already a good fit, ABM results in better-qualified leads, which shortens sales cycles and increases the likelihood of a successful conversion.  

Key ABM Content Strategies 

For successful ABM campaigns, content plays a crucial role. Here are some popular content formats used in ABM strategies are: 

• In overall content format, 83% of the case study format is used to showcase real-world success and ROI. 

• Around 70% of articles and blogs content format is used to educate and build authority 

• Guides and Ebooks (59%) to provide actionable insights 

• White Papers (57%) to establish thought leadership 

• Research Reports (48%) to back claims with data 

These content formats, when paired with Vereigen Media’s Verified content engagement, ensure that the leads are genuinely engaged with your content than just generic outreach. 

Integrating ABM Into Your Strategy 

Integrating ABM helps you to streamline your campaign across multiple channels ensuring your message is personalized and consistent with your ideal profiles. This helps to engage your ideal profiles and enhance long-term relationships. 

• Identify High-Value Accounts: Use firmographics, intent data, and sales input to create your target list and drive more value. 

• Develop Personalized Campaigns: Engage the decision-making committee by personalizing the message or the content, targeting multiple stakeholders within each account. 

• Use Multi-Channel Marketing: Use this approach to engage accounts, aligning your ICP by personalized email, display ads, content syndication, and event marketing to meet your campaign goals. 

• Ensure Human Verification: Focus on real intent signals when proceeding by personalization, verify these signals by manual verification, which builds the pipeline growth, reducing wasted efforts and time. 

• Measure and Optimize: Track and monitor the genuine engagement, conversion rates, and ROI, while optimizing the campaigns considering your ideal customers challenges and their pain-points. 

• Align Sales and Marketing Team: To promote growth, improve customer experience, and boost revenue while relying on the same target. This alignment helps in driving pipeline growth with a personalized message. 

With Vereigen Media’s SMART ABM approach, U.S. based B2B companies can achieve higher ROI, faster sales cycles, and integrate first-party data, with human validation. This helps them turn accounts into loyal customers. 

Vereigen Media Solutions 

At Vereigen Media, we know that ABM is not just a tactic, it’s a strategy built on first-party data, verified engagement, and human interaction. We deliver solutions across the full funnel: 

• Verified Content Engagement (Content Syndication): Leads validated only after real engagement with your content. 

• VM Engage (Display & Programmatic Ads): Hyper-personalized digital ads targeting decision-makers aligning your ICP before they click. 

• ABM Campaigns: Precision-targeted outreach to entire buying committees. 

• Event Registration: Guaranteed registrations with high-value, human-verified registrants. 

• Demand Generation Programs: Multi-channel campaigns that attract, nurture, and convert accounts with accuracy and compliance. 

Every solution we offer is powered by 107+ million continuously validated contacts, zero outsourcing, and human verification. That’s how we deliver Leads. Done Right. 

Vereigen Media’s Real-World ABM Success Story 

ServiceNow: 

• Challenge: Reliable lead generation for niche global audiences 

• Solution: Content syndication and ABM lists 

• Result: 90% of leads converted to MQLs, less than 1% lead replacements needed 

Why ABM Is the Future of B2B Lead Generation 

ABM is the future of B2B lead generation, as this approach is based on personalized outreach targeting the decision-makers, aligning your ICP. This approach helps the U.S. businesses to shorten the sales cycles and deliver measurable outcomes. With ABM, we make sure that: 

• Every campaign aligns with revenue goals. 

• Marketing and sales focus on the same accounts. 

• Personalized engagement with human verification is built for genuine conversion. 

To improve lead generation it’s essential to partner with the trusted vendor as Vereigen Media, we focus on verified engagement and aligned strategies to boost ROI and build stronger customer relationships. 

With Vereigen Media, you gain: 

• Verified, human-validated leads 

• Multi-channel account-based campaigns 

• Full compliance with privacy regulations 

• Real-time analytics to optimize pipeline performance 

“Vereigen Media is not just a vendor, they are a reliable ally, consistently going above and beyond to help us achieve our goals.”
– Miluse Vejdani, Head of Demand Generation, Global Mid-Market, AnyDesk 

Leads. Done Right. That’s the difference a human-first, account-based approach can make. 

Book your free strategy session with Vereigen Media today to start generating high-quality leads that drive measurable growth with real results that matter. 

Frequently Asked Questions on Account-Based Marketing (ABM) 

1. What is B2B account based marketing (ABM)? 
   Account Based Marketing is a approach where sales and marketing companies focuses on engaging high-value accounts as a- “Market of One”. With personalized content and targeted approach, it helps in improve ROI, build customer relationship, and enhance efficiency. 

2. How does ABM improve lead quality? 
   ABM makes sure to target the high-value accounts with personalized content or messaging and verify the relevancy and engagement, then the broader targeting and distributing the content. It focuses on decision-makers while considering quality over quantity and generating higher-quality leads. 

3. What ABM services does Vereigen Media provide? 
   Vereigen Media offers Verified Content Engagement (Content Syndication), VM Engage (display and programmatic ads), precision ABM campaigns, event registration, and demand generation programs, all designed to maximize engagement and ROI. 

4. Can ABM accelerate sales cycles? 
   Yes, ABM accelerates the sales cycle by targeting high-value accounts with personalized messaging and content while providing timely and relevant information to all accounts ensuring sales and marketing alignment. ABM also helps in shortening the sales cycle while engaging the entire buying committee with personalized content and improve the conversion rate. 

By Akash Waghmare