Account-Based Marketing
ABM operates across three key models
- One-to-one ABM: Deeply personalized for individual high-priority accounts, typically large enterprises
- One-to-few ABM: Personalized campaigns for small clusters of similar accounts, often mid-market companies with shared needs
- One-to-many ABM: Tailored outreach at scale to a larger set of accounts, often smaller businesses or broader segments
ABM is effective for large enterprise accounts with complex decision processes, mid-market companies that need tailored approaches to accelerate growth, and even select smaller businesses that align with your strategic goals. Each model ensures marketing and sales alignment, with personalized content and engagement at the right scale.
How we apply ABM
In ABM, we always work from a Target Account List (TAL)
At ModumUp, we approach that list in two directions:
Now, let’s look at each of these approaches in detail
At ModumUp, we approach that list in two directions:
- Account-Based Marketing through social media
- Account-Based Marketing through community development
Now, let’s look at each of these approaches in detail
Ready to run ABM with an agency?
We build target account lists, engage buying committees on LinkedIn, and nurture relationships through content and communities. ModumUp has delivered ABM programs for B2B tech companies with ROI up to 1,454% on enterprise deals.
ABM through social media: Social Selling
Social Selling involves developing expert social media profiles to acquire clients, partners, and potential employees. We work from a Target Account List, identifying and engaging buying committees within those target companies. Through a structured process - initiating contact, generating demand, building relationships, starting conversations, and driving action - we move these accounts toward meaningful business opportunities.
One example is our partnership with an AI platform, where we applied Social Selling as part of ABM. We began with a defined list of 27 target companies, focusing on building connections with key decision-makers. Over the year, we added 3,202 relevant connections. Since we used an ABM approach in this project, it was important to focus less on product content and case studies, and more on showcasing the team’s expertise. In ABM, the main goal is to build trust in the team and their capabilities. That’s why we focused on AI and LLM topics, practical insights from real projects, and clear explanations of technical concepts. Over time, this helped us warm up target accounts and support relationship-building through consistent, value-driven communication.
To increase visibility and attract more attention to the client’s profile, we also introduced a LinkedIn Newsletter. The Newsletter allowed users to subscribe and receive notifications about new articles, helping maintain regular contact with the audience. Through these articles, we shared practical insights on AI and LLM topics, explained complex concepts, summarized the company's online events, and highlighted real use cases relevant to the target audience.
To further deepen engagement and build more personal, trust-based relationships, we also launched a LinkedIn Live session. During this live event, we engaged directly with the audience, answering questions, showcasing our team’s real-time expertise, and providing a platform for a two-way dialogue. This helped us develop a sense of community and accelerate trust-building, leading to stronger business connections and deeper engagement.
Our outreach, combined with this content, generated 132 marketing-qualified leads (those who requested more details) and 49 sales-qualified leads (qualified calls and meetings). This led to two enterprise deals worth over $3 million and an ROI of 1,454%.
To increase visibility and attract more attention to the client’s profile, we also introduced a LinkedIn Newsletter. The Newsletter allowed users to subscribe and receive notifications about new articles, helping maintain regular contact with the audience. Through these articles, we shared practical insights on AI and LLM topics, explained complex concepts, summarized the company's online events, and highlighted real use cases relevant to the target audience.
To further deepen engagement and build more personal, trust-based relationships, we also launched a LinkedIn Live session. During this live event, we engaged directly with the audience, answering questions, showcasing our team’s real-time expertise, and providing a platform for a two-way dialogue. This helped us develop a sense of community and accelerate trust-building, leading to stronger business connections and deeper engagement.
Our outreach, combined with this content, generated 132 marketing-qualified leads (those who requested more details) and 49 sales-qualified leads (qualified calls and meetings). This led to two enterprise deals worth over $3 million and an ROI of 1,454%.
Enterprise AI sales rarely happen through one conversation. Buying decisions involve multiple stakeholders, long sales cycles, and a high level of trust.
That’s why this AI platform used LinkedIn Social Selling as part of an ABM strategy — focusing on building visibility and long-term relationships within target accounts instead of pushing direct sales.
Over 1 year, this approach generated 181 leads, helped close 2 enterprise deals worth over $3M, and delivered an ROI of 1,454%.
That’s why this AI platform used LinkedIn Social Selling as part of an ABM strategy — focusing on building visibility and long-term relationships within target accounts instead of pushing direct sales.
Over 1 year, this approach generated 181 leads, helped close 2 enterprise deals worth over $3M, and delivered an ROI of 1,454%.
ABM through social media: LinkedIn Ads
In addition to Social Selling, another powerful tactic within our ABM social media strategy is LinkedIn Ads. We target a defined list of companies and specific decision-makers, which in ABM terminology are called the buying committee.
For example, in one of our projects, we worked with a specific set of target companies, aiming to engage their CTOs and CPOs. The goal was to stay top-of-mind and drive traffic to key case studies and blog content. Although lead-gen forms can be costly, we achieved a cost per lead as low as $27.
For example, in one of our projects, we worked with a specific set of target companies, aiming to engage their CTOs and CPOs. The goal was to stay top-of-mind and drive traffic to key case studies and blog content. Although lead-gen forms can be costly, we achieved a cost per lead as low as $27.
ABM sounds straightforward in theory — but in practice, it’s a long-term process built on alignment, personalization, and trust.
In this podcast episode, B2B marketing leaders from global tech companies shared how they approach ABM: from targeting enterprise accounts and balancing personalization with scalability to aligning sales and marketing teams around shared goals.
One of the biggest takeaways? Successful ABM depends on creating a coordinated customer experience across teams, with patience, collaboration, and a deep understanding of your target accounts driving long-term results.
In this podcast episode, B2B marketing leaders from global tech companies shared how they approach ABM: from targeting enterprise accounts and balancing personalization with scalability to aligning sales and marketing teams around shared goals.
One of the biggest takeaways? Successful ABM depends on creating a coordinated customer experience across teams, with patience, collaboration, and a deep understanding of your target accounts driving long-term results.
ABM in B2B: insights from NetApp, Octave and Acronis
How enterprise teams implement ABM in practice: one-to-one, one-to-few, one-to-many, and hybrid approaches across different company sizes
ABM through community development
One of the most effective directions in our ABM strategy is building a professional community.
In an AI-driven world, trust is harder to build, and buyers are overwhelmed by templated messages. According to Forrester, B2B buyers trust their peers more than ever, and communities provide exactly that: real people, real experiences, and honest discussions.
When decisions are influenced by peer recommendations and private conversations, communities become a vital trust layer. They allow peer validation, honest feedback, and reputation building over time.
By cultivating a healthy community, we attract the right audience, nurture long-term relationships, and stay closely connected to our clients' evolving needs. Monthly expert meetings, weekly polls, and personal engagement all reinforce trust and authenticity - key to successful ABM.
In an AI-driven world, trust is harder to build, and buyers are overwhelmed by templated messages. According to Forrester, B2B buyers trust their peers more than ever, and communities provide exactly that: real people, real experiences, and honest discussions.
When decisions are influenced by peer recommendations and private conversations, communities become a vital trust layer. They allow peer validation, honest feedback, and reputation building over time.
By cultivating a healthy community, we attract the right audience, nurture long-term relationships, and stay closely connected to our clients' evolving needs. Monthly expert meetings, weekly polls, and personal engagement all reinforce trust and authenticity - key to successful ABM.
Communities as an ABM mechanism
1
Build a target account list
2
Identify key people inside those companies
3
Invite them into a professional community
4
Maintain regular engagement with them
Platforms for building a community
- Private LinkedIn groups
- Slack communities
- Discord communities
- Telegram chats
- WhatsApp chats
The choice of platform is based on an analysis of the target audience's behavior
Community activities
- Attracting community members to the group via LinkedIn
- Montly activities: Online community meetings on expert topics and one-to-one networking meetings for participants
- Weekly activities: Polls/questions in the group chat along with useful content on the community topic
- Managing personal conversations with community members: Organizational questions, reminders about community meetings, and other activities
One of our examples is the development of the B2B Marketing Leaders community.
We launched a global community on Telegram 1.5 years ago, which grew to 242 members and delivered a positive ROI of over 500%.
More recently, we launched a bilingual community focused on the US market via Slack, in January 2026, now at 182 members.
Through these communities, we build long-term relationships by facilitating one-to-one networking, expert discussions, and sharing valuable insights. As a result, trust builds naturally, relationships grow, and when members are ready, they come to us inbound.
We launched a global community on Telegram 1.5 years ago, which grew to 242 members and delivered a positive ROI of over 500%.
More recently, we launched a bilingual community focused on the US market via Slack, in January 2026, now at 182 members.
Through these communities, we build long-term relationships by facilitating one-to-one networking, expert discussions, and sharing valuable insights. As a result, trust builds naturally, relationships grow, and when members are ready, they come to us inbound.
Community-led ABM can deliver 200–400% ROI — yet many B2B companies still overlook it.
Instead of pushing sales, this strategy focuses on building a valuable community around your target audience: connecting the right people, creating meaningful discussions, and earning trust over time.
This approach takes time, but within 12–18 months, community building can become one of the strongest long-term growth channels for B2B companies.
Instead of pushing sales, this strategy focuses on building a valuable community around your target audience: connecting the right people, creating meaningful discussions, and earning trust over time.
This approach takes time, but within 12–18 months, community building can become one of the strongest long-term growth channels for B2B companies.
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