Account-based marketing (ABM) has transformed how B2B companies approach lead generation, sales alignment, and high-value relationships. At The Orange Lab, we apply this methodology to connect with the accounts that truly drive business growth across Latin America and North America.
Unlike broad marketing tactics, ABM focuses on hyper-personalized strategies where marketing and sales teams work together toward a shared goal: winning high-impact clients.
What Is Account-Based Marketing and Why Is It So Effective?
Account-based marketing is a focused approach in which specific companies —key accounts— are selected, researched, and targeted with personalized messaging and content. Rather than casting a wide net, ABM is about delivering highly relevant interactions with real conversion potential.
Why is ABM gaining traction in B2B?
- Prioritizes quality over quantity
- Aligns marketing and sales from day one
- Increases close rates and deal sizes
- Shortens sales cycles
- Delivers measurable ROI
In competitive regions like North America and growing markets like Latin America, ABM enables tailored communications based on cultural, industry-specific, and organizational factors.
Benefits of ABM in LatAm and North American Markets
One of ABM’s greatest strengths is its flexibility to adapt across different geographies without losing precision.
In Latin America, ABM enables:
- Building trust through cultural understanding
- Adapting value propositions to traditional industries
- Fostering long-term relationships with clients
In North America, ABM empowers:
- Scalable campaigns using advanced data and automation
- Precision targeting through CRM and behavioral analytics
- Delivery of tactical content to guide decision-making
The hyper-segmented nature of ABM allows businesses to engage with each market effectively, enhancing brand impact and conversion potential.
How to Successfully Implement an ABM Strategy
A successful account-based marketing strategy requires a mix of research, personalization, and strategic execution. Here are the key steps:
- Identify key accounts: Define which companies to target and why.
- Deep research: Understand the context, challenges, and goals of each account.
- Create tailored content: Produce assets that address each account’s specific needs.
- Choose the right channels: LinkedIn, email, gated content, events, etc.
- Align marketing and sales teams: Work collaboratively toward account engagement.
- Track and optimize: Monitor engagement, adjust messaging, and measure impact by account.
Case Study: GTD Colombia and Strategic ABM
A standout example of our work at The Orange Lab involved GTD Colombia, a tech company operating regionally. Through an ABM strategy, we:
- Identified key decision-makers within target companies
- Developed personalized content aligned with each industry
- Orchestrated coordinated outreach via LinkedIn, email, and sales calls
- Increased engagement with key accounts by over 60%
- Opened new high-value sales opportunities with strong close potential
These results are only possible with tailored, data-driven B2B strategies.
The Orange Lab: ABM Experts for B2B Companies
At The Orange Lab, we build and execute account-based marketing strategies for companies that need to reach the right people in industries like technology, healthcare, education, tourism, and construction.
- We combine deep research with creative content and campaign design
- We target real decision-makers, not just job titles
- We provide sales teams with tools that nurture each account through the funnel
**If your company needs to reach key accounts with precision and strategy, ABM is the way forward—**and we know how to make it work.
Is your marketing strategy focused on the accounts that truly drive revenue?
