Marcom Brief: Why ABM Works at Both Ends of the Funnel

 By Bob Decker 

The other day a colleague asked me whether account-based marketing (ABM) was primarily a "top of funnel" type of tactic for reaching out to customers — in other words, a way of getting on their radars and growing some name recognition — rather than a way to generate an immediate sale.

The answer is that ABM works very well in both situations and it's a technique that lets you work opposite ends of the funnel simultaneously with separate and distinct messaging streams tailored to specific roles within the target organization.

Imagine, for example, that your target is a multinational digital communications technology conglomerate corporation and you're selling a commodity type of component that's essential to one of their key products. Probably upper management isn't going to be interested in hearing about this particular device no matter how superior your product is compared to the competition. But they might very well be interested to read a thought leadership piece from one of your executives that demonstrates that you understand the challenges they face and what kind of company they'd like to partner with as a supplier and why you're that kind of company more than your competitors. And, in fact, even if you can just get them to read the headline, and associate it with your company, that can be enough to make a positive impression.

The great thing about ABM is that you can be having this high-level conversation with the C-suite while you're also having a nuts and bolts conversation with the purchasing team that's needing to figure out how to manage costs and/or ensure an uninterrupted supply of a key component. In this case a very specific, product-level conversation is called for — and ABM is very good at making that happen as well.

At Redpines, we help technology companies translate complex products and markets into marketing strategies that generate measurable growth. One approach we’ve found especially effective—when done with focus and technical fluency—is account-based marketing (ABM).

If your team is ready to go beyond broad awareness campaigns and start targeting the customers who truly matter, we can help. From strategy to execution, we’ll work with you to build an ABM program that aligns with your market realities, supports your sales team, and delivers real traction.

Curious about how ABM could work for your business? Give me a call at 415-409-0233 and let’s discuss the possibilities.

Marcom Brief: Account-Based Marketing for Core Tech Companies: A Smarter Path to Growth

 by Bob Decker

For core technology companies—those building the sensors, silicon, systems, and software that power today’s innovations—the usual B2B marketing playbook doesn’t always cut it. Long sales cycles, complex buying committees, and highly technical value propositions demand a more focused approach.

That’s where Account-Based Marketing (ABM) comes in.

ABM flips the traditional funnel. Instead of broadcasting your message to a broad audience and hoping for the right leads to surface, ABM starts by identifying the right accounts—the ones that matter most to your growth—and then builds highly targeted, personalized campaigns to engage them.

For companies selling specialized technologies—whether it’s embedded sensing, power electronics, industrial automation, or advanced materials—ABM provides a smarter way to:

● Zero in on high-potential customers

● Deliver messaging aligned with technical decision-maker needs

● Align sales and marketing around shared goals

● Create stronger, more relevant touchpoints across the buyer journey

What Makes ABM Different from Traditional Marketing?

Traditional marketing casts a wide net and hopes the right fish will swim into it. ABM is more like spear fishing. It’s a targeted approach where you and your sales team collaborate to identify and pursue high-value accounts with the highest revenue potential or strategic importance. 

Your content and campaigns are customized for each target account, often down to the individual stakeholder level. Your outreach happens across multiple touchpoints – email, social media, digital ads, events, direct mail, you name it – to reach decision-makers at different levels of the organization. You're meeting prospects where they are with highly targeted tactics.

While ABM is often more effective than traditional marketing, there’s no promise it will be easier. ABM demands close coordination between your sales and marketing teams to ensure consistent messaging, timing, and outreach strategies. 

With that said, ABM often outperforms traditional marketing in terms of a higher ROI, more engagement, and a shorter sales cycle. 

Your Step-by-Step ABM Blueprint

Want to give ABM a try? Here's how to build an ABM strategy that works:

Step 1: Identify Your Target Accounts – Start by looking at accounts based on revenue potential or strategic value to your business. Ask yourself: If you could only work with 5, 15, or 50 companies for the next year, which ones would move the needle most?

Step 2: Map Key Stakeholders – Take time to understand the buying committee and influencers within each account. If, for example, that includes engineers, procurement, finance, and C-level executives, each has different concerns and speaks a different language.

Step 3: Develop Personalized Content – Create materials tailored to specific pain points and roles. Your content for a semiconductor company's design engineer should feel completely different from what you show their finance director.

Step 4: Launch Multi-Channel Campaigns – Coordinate your touchpoints across email, social, paid ads, and sales outreach. These might include:

● Custom landing pages or microsites for specific accounts

● Personalized emails from sales and marketing

● Targeted LinkedIn ads for a company-specific audiences

● Executive-level outreach with tailored messaging

● Content or case studies when applicable

● Events or webinars exclusively for selected accounts

Step 5: Measure and Optimize – Track engagement and influence, then refine your strategy. Look beyond opens and clicks to focus on meeting requests, proposal invitations, and actual pipeline progression.

At Redpines, we specialize in helping core technology companies like yours execute marketing that actually moves the needle. We’ve seen how ABM can drive real results—when it's done with precision, deep technical understanding, and seamless coordination between sales and marketing.

If you're wondering whether ABM is right for your company, or how to get started, let’s talk. We’ll help you design an ABM program that fits your market, your team, and your goals—without overcomplicating the process.

Ready to explore what ABM could look like for your business? Reach out to me by phone at 415-409-0233 to start the conversation. 

Toolbox: All Your Trade Show Resources All in One Place

Got trade shows coming up? Wondering what you need to do to get people to stop and notice your booth when they’re walking the show floor? Or maybe you’re curious about how you can get the most out of your marketing before, during, and after the show?

At Redpines, we prepare our clients for shows each year. So we have more than a few tricks up our sleeves to make shows and other industry events easier and more successful. 

Now, we’ve compiled our trade show resources in one place to make it easy to find what you need. Visit the new Trade Show Resources page on the Redpines website to find:

● Press Coverage Playbook: See exactly how to prepare for and conduct press meetings that result in meaningful coverage. 

● Stand-Out Strategies: See affordable, proven tactics to make your booth the one everyone wants to stop by.

● Trade Show Video Guide: Find out how to create videos that not only capture attention on the show floor but continue generating leads long after the event ends.

● Your Complete Trade Show Marketing & Communications Checklist: Take control of your trade show preparation with a comprehensive timeline that ensures nothing falls through the cracks.

● Speaking Success Blueprint: Secure those coveted speaking slots that position you as an industry leader.

Anytime you’ve got a show on the horizon and you’re looking to ease the stress and challenges that often arise around industry events, keep this resource page in mind.