Understanding the Key Approaches to Account-Based Marketing (ABM)

Introduction

Account-based marketing (ABM) has transformed the way organisations engage with their most valuable prospects, offering a structured approach to targeting high-value accounts with personalised experiences. However, not all ABM strategies are the same. Depending on the size of your target audience, the depth of personalisation required, and the level of engagement needed, different ABM models offer varying benefits.

In this blog, we’ll break down five key ABM strategies.

One-to-one ABM

Ultra-personalised engagement for top accounts

One-to-one ABM is the most personalised and resource-intensive approach, treating each high-value partner or funder as its own individual market. This strategy is best suited for organisations looking to secure long-term corporate partnerships, sponsorships, or major funding opportunities by delivering bespoke engagement strategies tailored to specific stakeholders’ needs and interests.

When to use one-to-one ABM

Securing strategic, high-value corporate partnerships
If your organisation relies on long-term funding, sponsorship, or institutional collaborations, One-to-One ABM ensures that each potential partner receives a deeply personalised experience, making them more likely to engage and invest.

Building relationships with key decision-makers in funding, govt, or corporate CSR teams
Securing sponsorship or funding often involves influencing multiple stakeholders within an organisation, including CSR heads, grant committees, and senior leadership teams. This approach enables targeted, high-touch engagement across all levels.

When your funding or sponsorship proposition needs to be highly tailored
If your organisation offers custom partnership models, bespoke sponsorship packages, or impact-driven funding opportunities, a one-size-fits-all approach won’t work. One-to-one ABM allows you to craft unique value propositions for each potential partner.

How one-to-one ABM works

1. Partnership teams develop tailored messaging, content, and experiences

A core team—comprising fundraising, partnerships, marketing, and senior leadership—works together to develop a fully tailored engagement strategy for each target organisation. Messaging, proposals, and outreach are built around the funder’s priorities, values, and goals, ensuring alignment from the outset.

2. One-to-one personalised outreach through email, direct mail, and LinkedIn

• Direct engagement with decision-makers using highly personalised email sequences, targeted LinkedIn messaging, and direct introductions where possible
• Exclusive, high-value content such as case studies, impact reports, or behind-the-scenes insights to demonstrate alignment with the funder’s mission
• Strategic gifting and direct mail, such as sending a beautifully designed impact report, a personalised invitation to a networking event, or a small, meaningful token related to the partnership’s theme

3. Customised proposals, landing pages, and impact reports addressing priorities

• Bespoke landing pages or microsites tailored to individual funders, showcasing relevant case studies, partnership benefits, and impact statistics
• Personalised funding or sponsorship proposals clearly outlining how a partnership would align with the funder’s goals, CSR objectives, or research priorities
• Custom impact reports demonstrating the measurable return on investment (ROI) of a past or proposed collaboration, whether in terms of social impact, brand visibility, or research outcomes

4. Ongoing engagement and relationship-building with multiple stakeholders

• Unlike traditional fundraising or sponsorship outreach, One-to-One ABM is an ongoing process involving regular updates, exclusive networking opportunities, and advisory discussions to maintain and deepen engagement
• Ensuring continuous communication through VIP events, roundtable discussions, co-branded research initiatives, or strategic joint announcements
• Engaging not just senior decision-makers but also operational stakeholders, such as partnership managers or funding officers, to embed the relationship at multiple levels

Benefits of one-to-one ABM

Stronger relationships with key funding partners and corporate sponsors
By investing in highly personalised, trust-based engagement, organisations can position themselves as a strategic partner rather than just another funding request. This approach fosters long-term commitments, leading to multi-year funding agreements, repeat sponsorships, and deeper collaborations.

Higher conversion rates due to ultra-targeted messaging
Generic outreach often fails to cut through the noise, whereas tailored, insight-driven proposals resonate more deeply. Demonstrating direct alignment with a funder’s objectives increases the likelihood of a successful partnership.

Long-term sustainability and revenue growth from high-value partnerships
Winning a single, high-value sponsorship or funding deal through One-to-One ABM can provide sustained financial support for years to come. These relationships also open doors to introductions, referrals, and expanded partnerships, creating a ripple effect of future funding opportunities.

One-to-few ABM

Targeting priority accounts with a clustered approach

One-to-Few ABM is a highly focused approach that targets small groups of high-value accounts (typically 5-50) that share similar characteristics. Instead of crafting fully bespoke campaigns for each individual account as in One-to-One ABM, this approach clusters similar accounts together, allowing for semi-personalised engagement that balances scalability with relevance.

For organisations looking to secure corporate partnerships, sponsorships, or funding, One-to-Few ABM offers a way to tailor outreach while managing resources efficiently. By aligning campaigns to common industry challenges, funding priorities, or sponsorship interests, organisations can engage multiple key prospects without the complexity of a fully customised strategy for each one.

When to use one-to-few ABM

Engaging mid-tier priority accounts that warrant personalisation
While large funders or corporate partners may require a fully customised One-to-One ABM approach, many mid-tier accounts still require some level of tailored engagement. One-to-Few ABM allows organisations to reach these partners with a personalised but scalable strategy, increasing efficiency without losing impact.

Clustering prospects by industry, funding priorities, or challenges
If multiple target organisations share common characteristics—such as corporate sponsors looking for community engagement opportunities, grant providers funding sustainability projects, or corporate CSR teams interested in university-industry research collaboration—One-to-Few ABM allows for more efficient, relevant outreach.

Scaling a high-touch ABM strategy without overstretching resources
Organisations with limited marketing, fundraising, or partnership development resources can use One-to-Few ABM to increase engagement across multiple high-value targets without investing in individual account-level campaigns.

How one-to-few ABM works

Target accounts are grouped into segments based on shared characteristics
Organisations are segmented based on criteria such as industry, funding focus, corporate social responsibility (CSR) initiatives, or strategic priorities. Examples include:

• Universities targeting corporate partners in FinTech for research collaborations around financial compliance and AI
• Charities engaging CSR teams in consumer brands looking to support youth development programs
• Membership organisations securing sponsorships from companies with a shared interest in sustainability and ESG

Semi-personalised campaigns tailored to each segment

• Messaging, proposals, and outreach materials are customised to resonate with the segment’s common pain points, priorities, and goals rather than focusing on specific organisations.
• This allows for a high level of relevance while maintaining scalability.

Content is designed for specific industries or focus areas
Rather than creating individual reports or proposals for each account, One-to-Few ABM campaigns use:

• Industry-specific webinars showcasing relevant impact stories
• Segmented case studies featuring organisations with similar goals
• Tailored sponsorship or funding proposals with common themes that align with the segment’s interests

• Example: A university research department looking for corporate funding might create a “Technology & Sustainability Innovation” campaign targeting CSR teams at engineering, energy, and automotive companies, each receiving tailored versions of the same content.

Multi-channel engagement that balances automation with personalisation

• Personalised emails addressing each account’s sector-specific needs
• LinkedIn outreach to key stakeholders within the segment
• Targeted paid advertising or retargeting campaigns for corporate partners with aligned interests
• Event invitations and networking opportunities tailored to the segment’s focus area

Benefits of one-to-few ABM

More scalable than One-to-One ABM while maintaining relevance
By engaging high-value accounts with shared interests as a group, organisations can maintain personalisation and high engagement without dedicating resources to fully custom campaigns for each individual prospect.

Efficient for engaging mid-sized accounts
Many mid-tier corporate partners or funders may not justify a One-to-One ABM strategy but still require targeted messaging. One-to-Few ABM ensures they receive tailored outreach without the complexity of fully bespoke engagement.

Enables personalised experiences with fewer resources
This approach maximises the impact of ABM by ensuring that outreach is both targeted and resource-efficient, allowing organisations to reach multiple key prospects with messaging that speaks directly to their shared priorities.

One-to-many ABM

Scaling personalisation for a larger audience

One-to-many ABM is a technology-driven, scalable approach that allows organisations to engage a large number of high-value accounts (typically 100+) while maintaining a degree of personalisation. Unlike One-to-One and One-to-Few ABM, this model relies on automation, data segmentation, and programmatic outreach to engage a wide audience in a structured and efficient manner.

For membership organisations, universities, and charities seeking to attract corporate sponsors, funding partners, or institutional collaborations, One-to-Many ABM provides a way to expand reach, nurture interest, and generate demand before focusing on high-intent prospects.

When to use one-to-many ABM

Targeting a large volume of accounts efficiently
When outreach efforts need to scale beyond a handful of priority accounts, One-to-Many ABM enables organisations to engage hundreds of potential partners without losing relevance. This is especially useful for organisations looking to identify new corporate sponsors, funding bodies, or partnership opportunities across multiple industries.

Nurturing relationships at scale before prioritising high-intent prospects
Many potential funders and corporate partners may be interested but not yet ready to engage in formal partnerships. One-to-many ABM allows organisations to educate, inform, and build awareness before identifying the most engaged accounts for further outreach.

Industries where decision-making involves multiple stakeholders across different organisations
If corporate sponsorship, funding, or research collaboration decisions require buy-in from multiple departments (e.g., CSR teams, finance departments, corporate marketing teams, and board members), this approach ensures that all relevant stakeholders receive tailored messaging at scale.

How one-to-many ABM works

Account segmentation based on industry, organisation type, and engagement behaviour
Organisations are categorised into broad segments based on key factors such as:

• Industry sector (e.g., technology, finance, healthcare, energy)
• Organisation type (e.g., multinational corporations, government bodies, foundations)
• Previous engagement (e.g., event attendance, website visits, past funding inquiries)

This segmentation ensures that messaging remains relevant while reaching a large number of potential partners.

Automated email campaigns with personalised elements
Large-scale email outreach is automated but still personalised, using dynamic elements such as:

• Organisation name, industry, or key area of interest
• Tailored calls to action based on previous engagement (e.g., “Learn how your company can support sustainability initiatives in education”)
• Event invitations, funding updates, or research highlights relevant to each segment

Programmatic advertising, retargeting, and social selling

• Programmatic ads allow organisations to target corporate sponsors and funding bodies with specific messaging based on their interests and online behaviour.
• Retargeting campaigns ensure that stakeholders who visit an organisation’s website or engage with content are continuously nurtured through tailored follow-up ads.
• Social selling and content distribution on LinkedIn help create brand awareness among corporate decision-makers, positioning the organisation as a valuable partner.

AI-powered lead scoring to prioritise the most engaged accounts

• As prospects engage with emails, ads, and website content, AI-driven lead scoring helps identify the most engaged and relevant accounts.
• The most promising accounts can then be moved into one-to-few or one-to-one ABM campaigns for deeper engagement.

Benefits of one-to-many ABM

Scalable and cost-effective
One-to-Many ABM leverages automation and data-driven insights to engage a wide audience efficiently without requiring the high-resource investment of bespoke, one-to-one outreach.

Ideal for expanding market reach while maintaining a level of personalisation
By segmenting audiences and using personalised email and advertising campaigns, organisations can retain relevance while reaching hundreds of potential sponsors, funders, and partners.

Works well for demand generation and early-stage engagement
This approach is highly effective for building awareness, nurturing leads, and creating new opportunities before selecting high-intent prospects for more personalised outreach.

Account-Based Experience (ABX)

Beyond marketing to holistic engagement

Account-Based Experience (ABX) extends the principles of Account-Based Marketing (ABM) by integrating marketing, sales, and customer success into a unified, ongoing engagement strategy. Rather than focusing solely on attracting and converting high-value accounts, ABX ensures that partnerships, funding relationships, and sponsorships continue to deliver value beyond the initial agreement, fostering long-term collaboration and growth.

For membership organisations, universities, and charities looking to secure ongoing sponsorship, corporate partnerships, and institutional funding, ABX offers a holistic approach that prioritises relationship-building, retention, and expansion opportunities.

When to use ABX

Providing a frictionless, end-to-end experience for high-value accounts
Securing funding, sponsorships, or research partnerships is only the beginning. ABX ensures that corporate sponsors, institutional funders, and partners continue to see value in the relationship, reducing churn and increasing renewal rates.

Aligning marketing, partnerships, and stakeholder engagement teams for long-term growth
When multiple departments are involved in maintaining relationships with funders or sponsors, ABX ensures a consistent, personalised experience across all interactions, from initial outreach to ongoing collaboration and impact reporting.

Increasing retention and expanding existing accounts
Just as businesses look to increase customer lifetime value, membership organisations and universities can expand relationships with existing partners by identifying new funding opportunities, collaboration areas, or sponsorship extensions.

How Account-Based Experience (ABX) works

Continuous engagement with accounts, even after funding or sponsorship is secured

• Regular, structured follow-ups with sponsors, funders, and partners, ensuring that communication does not stop once an agreement is signed.
• Ongoing reporting on the impact of their investment, whether through custom dashboards, quarterly updates, or exclusive partner events.
• Invitations to VIP networking opportunities, advisory panels, and joint strategic planning sessions to deepen collaboration.

Marketing, partnerships, and engagement teams deliver consistent messaging and value

• Teams work together to build long-term engagement strategies, ensuring sponsors and funders feel continuously valued.
• Outreach campaigns evolve beyond just renewal reminders, incorporating exclusive insights, research collaborations, and new sponsorship opportunities.

Proactive support, education, and personalised onboarding

• New sponsors or funding partners receive a structured onboarding experience, including introductions to key stakeholders, access to impact reports, and invitations to partner-only events.
• Dedicated account managers or relationship teams proactively offer new opportunities for engagement, ensuring long-term satisfaction.

Predictive analytics to anticipate partner needs and upsell opportunities
By tracking engagement levels, funding trends, and partner interactions, ABX identifies new ways to deepen collaboration, such as:

• Expanding funding support to new initiatives or research projects
• Offering premium sponsorship opportunities for high-profile events
• Developing co-branded content or research to showcase partnership success

Benefits of account-based experience

Enhances sponsor and funder retention and lifetime value
By maintaining regular communication and delivering ongoing value, ABX increases the likelihood of repeat sponsorships, multi-year funding commitments, and deeper collaboration.

Strengthens relationships beyond the initial sponsorship or funding cycle
Sponsors and funders who feel actively involved in an organisation’s mission are more likely to renew, advocate, and refer new opportunities.

Increases revenue through expansion opportunities and referrals
When sponsors and funders experience strong engagement, measurable impact, and seamless collaboration, they are more likely to increase contributions, expand partnerships, or refer others within their network.

Deal-Based Marketing

Precision targeting for high-stakes sales

Deal-Based Marketing (DBM) is a highly strategic, focused approach designed to secure large, high-value contracts, often in long and complex sales cycles. Unlike traditional Account-Based Marketing (ABM), which nurtures relationships across multiple accounts, DBM hones in on specific, high-value opportunities, treating each deal as its own individual campaign.

For membership organisations, universities, and charities looking to secure major funding agreements, long-term sponsorships, or corporate partnerships, DBM offers a structured, personalised approach that engages multiple decision-makers, aligns stakeholders, and builds a compelling case for investment.

When to use deal-based marketing

Pursuing multi-million-pound funding or sponsorship deals
Large sponsorships, grants, or corporate partnerships often involve several layers of decision-making, from CSR and marketing teams to finance and executive leadership. DBM ensures that all stakeholders receive targeted, relevant messaging that aligns with their priorities.

Navigating long and complex decision-making processes
Unlike smaller sponsorships or one-off funding agreements, high-value deals often involve extended negotiations, multiple rounds of approval, and extensive due diligence. DBM provides consistent, structured engagement throughout this process.

When a highly strategic, account-specific approach is needed to close deals
If a potential sponsor, funder, or corporate partner represents a major financial opportunity for your organisation, a tailored, strategic engagement plan is required. DBM ensures that every touchpoint is aligned to build confidence, trust, and momentum toward a successful agreement.

How deal-based marketing works

Targeted engagement across all key stakeholders involved in the deal

• Mapping out decision-makers and influencers within the target organisation, ensuring that outreach is tailored to their specific interests and concerns
• Engaging senior executives, marketing teams, CSR departments, and finance leads with bespoke messaging and high-value content
• Addressing potential objections before they arise by providing clear value propositions and measurable impact data

Customised proposals, executive briefing documents, and business cases

• Developing highly tailored proposals that directly align with the target organisation’s objectives, funding criteria, or sponsorship goals
• Creating executive briefing documents that simplify complex deals, outlining the strategic benefits and ROI for the organisation
• Delivering bespoke business cases that demonstrate why the partnership makes sense from a financial, reputational, and impact perspective

High-touch engagement through in-person meetings, exclusive events, and direct mail

• Arranging face-to-face meetings, VIP roundtables, and executive networking events to foster trust and rapport
• Using personalised direct mail, impact reports, and branded collateral to reinforce the organisation’s value proposition
• Offering exclusive partnership experiences, behind-the-scenes access, or sponsorship previews to create a compelling, immersive engagement

Competitive differentiation through tailored value propositions

• Positioning the deal as a unique opportunity that aligns with the sponsor’s or funder’s long-term strategic objectives
• Highlighting exclusive benefits, such as brand visibility, co-branded research, industry influence, or corporate social responsibility (CSR) impact
• Showcasing success stories, testimonials, and data-driven insights to prove measurable ROI and long-term benefits

Benefits of deal-based marketing

Accelerates pipeline velocity in high-stakes deals
DBM ensures that large, complex deals move forward efficiently, reducing delays caused by uncertainty, misalignment, or lack of engagement.

Ensures alignment across all decision-makers in an account
By addressing multiple stakeholders with targeted messaging, DBM builds consensus and removes internal roadblocks within the organisation.

Increases win rates by providing highly relevant, targeted engagement
The tailored approach ensures that decision-makers receive the right information at the right time, increasing the likelihood of securing funding, sponsorships, or strategic partnerships.

Choosing the right ABM strategy

Each of these approaches offers unique advantages depending on your goals, target accounts, and resource availability.

• One-to-One ABM is ideal for deep, high-value account relationships.
• One-to-Few ABM balances personalisation and scalability for key account clusters.
• One-to-Many ABM enables broad yet targeted outreach for a larger audience.
• ABX enhances long-term customer relationships beyond marketing.
• Deal-Based Marketing is essential for securing large, complex deals.

By selecting the right strategy—or combining elements of multiple approaches—you can maximise your impact, drive meaningful engagement, and achieve greater ROI from your account-based initiatives.

Are you looking to implement an ABM strategy tailored to your institution or organisation? Get in touch to explore how you can optimise your approach for higher engagement and better results!