Account-based marketing (ABM) is showing up everywhere in B2B, and it’s not just hype. Buyers expect relevance, sales teams want focus, and marketers are under pressure to prove what’s working. According to recent benchmarks, over 70% of B2B companies are using or testing ABM today. But many of them are still missing the mark.
There’s a common misunderstanding that ABM only works when you create personalized campaigns for a few big-name accounts. But that’s not the full picture. ABM is a flexible strategy. It adapts based on the size of the deal, where the account is in your pipeline, and what your team can realistically support.
In this guide, you’ll get a clear breakdown of the three core ABM strategies: One-to-One, One-to-Few, and One-to-Many. You’ll also learn when to use each based on how complex the deal is, how close the account is to closing, and what kind of time and resources you have.
Because here’s the reality: picking the wrong ABM approach doesn’t just waste budget. It slows your team down and drags out your pipeline. Let’s help you choose the approach that actually fits.
What Is ABM?
Account-Based Marketing (ABM) is a focused approach where sales and marketing work together to target specific companies, not just any companies, but ones that match your ideal customers.
Instead of speaking to broad personas, you focus on real people inside real companies. You know their roles, their challenges, and what they’re working toward. That means your messages, your content, and your outreach reflect that.
It flips the usual marketing process. Rather than casting a wide net and filtering later, you start by picking the accounts that matter most, then build campaigns around them. It’s often explained like this: traditional marketing is like fishing with a net. ABM is like fishing with a spear. You don’t wait for the right catch, you go after it.
How ABM Works in Practice
First, you identify the companies you want to work with. These could be based on industry, size, revenue potential, or fit. You’re building a list that makes sense for your business.
Next, you figure out who’s involved in the buying process. That means understanding roles, who’s using the product, who signs off, and who influences the decision.
Then, you tailor your outreach. You send content and messages that speak to what each person actually needs. It’s not about volume. It’s about relevance.
Finally, ABM isn’t over once the deal closes. You stay connected for renewals, upsells, and referrals. That long-term view is part of what makes it effective.
Why ABM Works Right Now
If deals are dragging, buying teams are growing, or your marketing leads aren’t converting, you’re not the only one. ABM helps you adapt to how buying works today.
Buying decisions now involve 6 to 10 people: It’s no longer just the decision-maker. Legal, finance, operations—everyone has a say. ABM helps you engage each person with content that fits their role.
Sales and marketing need to act as one: Working in silos creates gaps. ABM aligns goals, tools, and timing. Marketing gets the right people interested. Sales keeps the conversation going. You both stay involved after the deal is closed.
Resources are limited: You can’t chase every lead. ABM keeps your team focused on accounts that are actually worth the effort, like those with higher contract value or long-term potential.
It shortens cycles and leads to stronger deals: When you’re talking to the right people with the right message, decisions happen faster. You stop wasting time on bad-fit leads and focus on deals that are likely to stick.
The 3 ABM Strategies: One-to-One, One-to-Few, One-to-Many
Not all ABM strategies look the same. The right one depends on your pipeline, your team’s capacity, and where accounts are in the buying process.
Each strategy—One-to-One, One-to-Few, and One-to-Many—offers a different level of focus. The smaller the audience, the more personalized the effort.
One-to-One ABM
This approach targets a single, high-value account. You create custom content, run tailored outreach, and may even involve leadership in conversations. It’s resource-heavy, but worth it for six-figure deals or strategic clients.
If your business depends on a few big accounts each year, this might be your go-to, no matter your company size.
One-to-Few ABM
Here, you target a group of similar accounts, often by industry, size, or shared challenges. The messaging is tailored by segment, not by individual company.
You can reuse assets like landing pages, case studies, or outreach templates across the group. It strikes a balance between relevance and efficiency, making it a strong fit for mid-stage accounts showing interest. Many B2B teams start here because it’s scalable without losing too much personalization.
One-to-Many ABM
This is the broadest approach. You target hundreds of accounts with light personalization, often automated through tools like HubSpot.
It’s useful for building awareness or re-engaging early-stage leads. While it’s less hands-on, strategy still matters. Tech can personalize content, but it’s your segmentation that makes it effective.
Quick Comparison
| Criteria | One-to-One ABM | One-to-Few ABM | One-to-Many ABM |
|---|---|---|---|
| Accounts per Campaign | 1 | 5-50 | 100+ |
| Personalization | Fully customized (individual contacts and org goals) | Tailored by segment or industry | Light personalization, often automated |
| Sales & Marketing Effort | High collaboration | Moderate collaboration | Mostly automated |
| Resources Required | High (time, content, headcount) | Moderate (playbooks + templates) | Low (tech-enabled, scalable assets) |
| Best Pipeline Fit | Late-stage or high-value deals | Mid-stage, ICP-aligned accounts | Early-stage, top-of-funnel |
| Campaign Tactics | Executive briefings, custom events, 1:1 email + LinkedIn outreach | Industry-specific content, workshops, and small webinars | Ads, nurture email series, and broad content syndication |
| Team Size Fit | Enterprise or specialized ABM pods | Mid-size marketing + sales teams | Small teams using automation or tech like HubSpot |
One-to-One ABM
One-to-One ABM strategy is all about focus. Instead of broad targeting, you center your strategy on a single high-value account. You already know who you’re going after and why.
Sales and marketing work together to influence multiple stakeholders inside one company. Messaging and content are tailored to that business, its goals, and the roles of the people involved in the buying process.
When to Use It
This approach makes sense when the potential return justifies the time and effort. A few common scenarios:
Late-stage opportunities with long sales cycles: You’re already in conversation, and the deal is complex. Use One-to-One to keep momentum and engage every decision-maker.
Enterprise expansions or upsells: When one team already uses your product, this approach helps make the case to roll it out across other departments or regions.
Strategic accounts that match your ICP: If the potential client is a perfect fit (long-term value, product alignment, high revenue), this is worth the time and investment.
What It Looks Like in Practice
This goes beyond name-swapping in emails. You’re creating content and outreach built specifically for one company. That might include:
Custom microsites or landing pages: Built specifically for the account. Content aligns with their priorities and buying stage.
Personalized video or direct mail from sales: Not automated. These are one-to-one touchpoints that build familiarity and trust.
Executive roundtables or intros: Skip the pitch deck. A peer conversation often carries more weight.
Account-specific whitepapers or proposals: Tailored content that helps internal champions advocate for you.
Who’s Involved
This strategy takes alignment. You need:
A marketer to create and manage tailored assets
A sales rep to manage the relationship.
Executive sponsorship for credibility and peer-to-peer engagement
Small teams can run One-to-One ABM strategy, too, as long as roles are clear and the account is worth the effort.
HubSpot Tip
To keep things moving and measurable, set up the right tracking:
Use custom properties to track buying committee roles.
Create account views for easier internal visibility.
Build deal-based workflows to trigger tasks and reminders for the team.
Why It Works
When done right, One-to-One ABM builds real momentum:
Higher conversion: Every touchpoint speaks directly to the account.
Stronger relationships: You’re engaging, not broadcasting.
More executive buy-in: Leaders know the value and get involved.
Great for renewals and upsells: Especially when you already have traction.
Where It Falls Short
This strategy isn’t right for every situation. The effort is high, and so is the risk if it doesn’t convert.
Resource-intensive: You need time, budget, and coordination. If your team’s stretched thin, it may fall short.
High-risk and low-scale: If the deal doesn’t close, the return is limited. That’s why account selection is critical.
Hard to measure without CRM integration: Use HubSpot attribution tools to make sure you can tie effort to pipeline.
What to Avoid
With so much effort going into one account, there’s no room for wasted moves. To make the most of One-to-One, avoid these common missteps:
Starting too early: If the account isn’t showing engagement yet, it’s too soon. You’ll waste effort.
Over-personalizing: You don’t need to customize everything. Focus on relevance, not perfection.
Working in silos: Sales and marketing must plan and execute together.
Expecting quick wins: This strategy takes time. Set realistic expectations upfront.
One-to-Few ABM
One-to-Few ABM strategy sits between fully personalized (One-to-One) and mass marketing (One-to-Many). You’re not creating custom campaigns for each account, but you’re not blasting the same message to everyone either.
Instead, you’re targeting a small group, typically 5 to 20 accounts, that share something important. Maybe they’re in the same industry, use your product similarly, or have similar team structures. The goal: reuse campaign elements while tailoring key pieces like tone, visuals, or examples to fit their world.
When to Use It
One-to-Few is useful when you want targeted engagement but don’t have the time or resources for full personalization. It works well in these cases:
Mid-funnel acceleration: These accounts know you, but haven’t converted. Use tailored use cases or relevant proof points to move them forward.
Niche or emerging industries: If you’re trying to build traction in specific spaces, like healthcare tech or logistics, this lets you speak their language without starting from scratch.
Cross-sell or upsell within a segment: Reuse insights and materials across similar customers to expand within a group you already serve.
Focused outreach with limited resources: When your team’s stretched thin, this model lets you stay relevant without getting overwhelmed.
What It Looks Like in Practice
Campaigns are built to scale, but designed to feel relevant. For example:
Industry-specific landing pages: One layout, multiple versions. Change the messaging and visuals to match each vertical, like “Why Fintech Teams Use [Product].”
Role- or industry-based webinars: Invite a small group to a session on problems they face. Keep the speakers, examples, and language tailored to them.
Modular email sequences: Use a shared opener, then swap in examples, stats, or CTAs based on the recipient’s role or industry.
Sales follow-up with shared context: Sales doesn’t need a deck for each account, just a few relevant slides or talking points that match the group’s goals.
Who’s Involved
One-to-Few ABM works best when marketing builds the foundation and sales personalizes the follow-through.
Marketing creates the core materials: emails, landing pages, case studies, and webinar invites.
Sales customizes their outreach using those assets, adding personal context during calls or emails.
RevOps or data teams make sure the segmentation is right. If the data’s bad, everything downstream falls apart.
HubSpot Tip
HubSpot makes One-to-Few ABM strategy easier to scale while keeping it relevant.
Use smart content blocks in landing pages, emails, and CTAs to avoid duplicating work.
Build segmented lists using firmographics like industry or team size. Use dynamic tokens to personalize without creating 10 versions of everything.
Set up workflows that assign leads to the right reps or trigger role-specific nurtures using persona tags.
Why It Works
One-to-Few ABM feels relevant without overcomplicating things. It’s easier to scale across campaigns, yet it still shows the buyer you understand their context.
Respects people’s time: They get content that speaks to them, without overwhelming effort on your side.
Keeps teams aligned: Sales and marketing share assets and messaging, no need for constant rework.
Easy to test and refine: If a certain industry responds better, you can shift your efforts without rebuilding the whole campaign.
Where It Falls Short
One-to-Few needs effort and good data. Without those, it can fail:
Poor segmentation kills engagement: If your list is off, your message won’t land.
Wrong deal size: Enterprise accounts often expect more customization. Smaller ones might not be worth the effort.
Shallow personalization: If it feels generic despite the tweaks, it can hurt credibility more than help it.
What to Avoid
This model only works if it’s done with care.
Grouping accounts that don’t align: Shared industry doesn’t always mean shared needs. Segment based on how they operate, not just what they are.
Surface-level personalization: Swapping in an industry name isn’t enough. If it feels robotic, it won’t work.
Sales and marketing misalignment: If sales uses outdated decks while marketing pushes tailored content, it breaks the experience.
Skipping performance checks: Even without full customization, you still need to track what’s working, such as opens, clicks, and conversions. Otherwise, you’re guessing.
One-to-Many ABM
One-to-Many ABM strategy targets a broad group of accounts that share key traits, like industry, company size, or job title. You’re not customizing for each company. Instead, you’re creating campaigns that speak to a defined segment, balancing efficiency with relevance.
The goal here isn’t deep engagement. It’s awareness at scale. You’re running programmatic campaigns using automation, dynamic content, and light personalization to reach dozens or even hundreds of accounts. This approach works well when accounts fit your Ideal Customer Profile (ICP), but aren’t actively buying. You’re not trying to close a deal, you’re trying to get noticed.
When to Use It
One-to-Many is your go-to when your goal is reach, not relationship.
Early-funnel brand awareness: You’re not selling yet. You’re just showing up in the right places, so your ICP starts recognizing your name and what you do.
Broad ICP targeting in new markets: Whether you’re testing a new segment or going after underpenetrated industries, this lets you cast a wide net, while still aiming at accounts that fit your criteria.
Re-engaging cold or inactive accounts: If your CRM is filled with companies that once showed interest but went dark, this is a simple way to warm them up again.
When volume is the priority: If your pipeline is light and your team needs leads to flow in quickly, this helps fill the gap while maintaining quality.
What It Looks Like in Practice
Everything ties back to a specific audience segment. You’re using tools that help you scale with intention.
LinkedIn Ads by job title or company: Use HubSpot’s LinkedIn integration to target your named accounts by role or seniority.
Email nurtures by persona or industry: Segment your emails so they feel relevant, even if they’re not custom-built for each contact.
Landing pages by vertical or use case: One page per industry or challenge is enough. You don’t need a unique page for each company.
Behavior-based retargeting: Tailor your follow-up based on what someone interacts with, like pricing pages vs. top-of-funnel content.
Who’s Involved
Marketing leads execution, but Sales and RevOps still have a role.
Marketing owns campaigns, lists, and content. Automation and CRM filters do most of the work.
Sales monitors engagement. They don’t need to act right away, but should track which accounts are heating up.
RevOps ensures clean data and helps define lead scoring and handoff points.
HubSpot Tip
Use CRM-based audiences, lead scoring, and workflows to move accounts between ABM tiers based on engagement.
Use CRM-based audiences to sync named accounts into LinkedIn Ads. Then pair that with lead scoring to surface accounts that are engaging with ads, emails, or your site. Once they hit a threshold, trigger a workflow to move them into a One-to-Few or One-to-One campaign. This keeps your resources focused without missing signals.
Why It Works
It’s fast, flexible, and complements your inbound efforts.
Quick to launch and maintain: Once your lists and assets are in place, it mostly runs in the background.
Works with your inbound engine: You’re not starting from scratch, just pointing existing tools at specific accounts.
Keeps your brand visible: Even if accounts aren’t ready to buy, they’re learning who you are.
Where It Falls Short
While it’s efficient, this model lacks depth. It won’t drive complex deals or replace more personalized ABM efforts.
Light personalization has limits: Messaging by role or industry can feel generic and miss key details.
Not built for complex buying groups: If you’re selling to committees, this alone won’t be enough.
Hard to connect to revenue: Without solid tracking, it’s tough to link engagement to pipeline movement.
What to Avoid
Treating this like generic demand gen or failing to follow up can waste budget and momentum. Stay focused on relevance and engagement tracking.
Treating it like generic demand gen: This only works with targeted lists and thoughtful segmentation.
Dropping the ball after engagement: Interest fades fast. Set clear triggers for follow-up or nurture.
Overrelying on ads: Ads get attention, but you need content and CTAs to move interest forward.
Focusing on the wrong metrics: Don’t just count form fills. Track account-level engagement and influence across channels.
Choosing the Right ABM Strategy Based on Your Pipeline
Your ABM approach should align with where accounts are in the buying journey. But that’s only one piece. Team size, deal complexity, and bandwidth also play a role. You can’t just pick one ABM type and call it a day—it usually takes a mix.
Match ABM Strategy to Funnel Stage
ABM works best in layers. Start broad to build awareness, then narrow your focus as interest grows.
Top of Funnel → One-to-Many: Cast a wide net. Reach ICP-aligned accounts with light personalization. These folks aren’t ready to talk yet, but you want them to know who you are and what you solve.
Middle of Funnel → One-to-Few: These accounts are warming up. Maybe they’ve engaged with a webinar or report. Now’s the time to tailor by vertical, role, or challenge.
Bottom of Funnel → One-to-One: Here, it’s about closing. Focus on your top 5–10 accounts with high-touch outreach. This is where you invest heavily in personalized outreach, direct mail, or even exec-to-exec messaging.
Team Size, Deal Value, and Budget Matter Too
Your funnel stage is a guide, but your internal setup matters too.
Small teams: Start with One-to-Many for awareness and layer in light One-to-Few where possible.
High-value deals: Go deeper. One-to-One makes sense for complex, high-stakes opportunities.
Short sales cycles or low ACVs: Don’t over-invest. Use One-to-Many or lightly tailored One-to-Few to keep efforts efficient.
Use This Framework to Decide
Still not sure? Use this checklist to point you in the right direction:
“We have 100+ target accounts and need visibility” → One-to-Many
Focus on building awareness across your target list using scalable tactics. Ads, nurture tracks, and light personalization by segment.
“We’re seeing traction, but engagement is stalling” → One-to-Few
If accounts are clicking but not converting, dial in with content tailored by vertical or persona. This keeps the momentum going.
“We’re stuck on 5-10 deals we need to win” → One-to-One
If Sales is circling a few high-value accounts, build custom campaigns to support them. Think industry-specific use cases, content from your CEO, or personalized video walkthroughs.
Can You Combine ABM Strategies?
Yes, and you probably should. Most companies use a tiered approach:
Tier 1 → One-to-One: Your top accounts. Sales and Marketing work closely on custom plans, content, and outreach.
Tier 2 → One-to-Few: Still valuable, but not as high-touch. Group by industry or pain point and speak to shared needs.
Tier 3 → One-to-Many: Everyone else in your ICP. You’re not ignoring them, you’re just using scalable campaigns to stay visible.
Let’s say you’re a SaaS company targeting banks. You might:
Run LinkedIn ads and email nurtures for all banks in your ICP → One-to-Many
Tailor content by bank size or region for mid-market banks → One-to-Few
Assign Sales and Marketing to co-own outreach to five Tier 1 banks (your top 5 banks), building custom landing pages and exec-level messaging → One-to-One
As engagement increases, you shift accounts upward. Someone fills out a demo form? Move them from One-to-Many to One-to-Few. If they’re a fit and the deal size is right, elevate to One-to-One and personalize the follow-up.
Match ABM to Where Your Accounts Are
ABM isn’t one-size-fits-all; it should shift based on where each account sits in your pipeline.
At the top of the funnel, early-stage leads usually need broad, low-effort engagement to build awareness. As accounts move into the middle, more targeted content, tailored to their industry or pain points, can help deepen interest. Then, when a deal is nearing the finish line, a One-to-One approach often makes the difference.
However, it’s not just about the funnel stage. Your team’s capacity, available time, and deal complexity matter too. In some cases, a high-touch play isn’t worth the investment, and that’s completely fine. That’s why you don’t need to stick to one ABM style. Effective programs adjust as accounts progress. For example, if One-to-Many campaigns are getting attention but not action, it might be time to test One-to-Few. Likewise, if a priority account is showing strong intent signals, consider moving it into a One-to-One play.
Ultimately, ABM works best when it’s aligned with both the buyer’s journey and your internal resources. That starts with clearly understanding where each account stands and how much effort it realistically needs.
If you’re looking to build a flexible ABM strategy in HubSpot, we can help. Start with a consultation to tailor the approach to your pipeline.
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Frequently Asked Questions (FAQs)
Can I use ABM if I only sell to one industry?
Yes. A narrow audience can actually make things simpler. You can focus your content and outreach on specific challenges that the industry faces. This approach works especially well in One-to-Few campaigns.
How long does it take to see results from ABM?
It depends on your sales cycle, but ABM isn’t instant. It can take weeks or even months to see results. That said, it often leads to better engagement and stronger conversion rates over time, especially when paired with sales outreach.
Can I use ABM and inbound marketing together?
Yes, and many companies do. Inbound helps attract and educate a broader audience. ABM lets you focus on high-value accounts. They work best when your messaging is consistent across both.
Is ABM worth it for lower-value deals?
Usually not for One-to-One or One-to-Few. If your deal size is small, stick to One-to-Many. High-touch ABM gets costly fast, so it’s important to match your effort to the value of the deal.
Is ABM just another word for personalization?
Not quite. Personalization is one part of ABM, but ABM is a broader strategy. It’s about choosing which accounts to prioritize and aligning your efforts around them. Personalization supports that, but ABM is also about focus and coordination.
