Do you want to increase the ROI (Return on Investment) of your marketing investment? A Forrester report reveals that Account-Based Marketing (ABM) delivers 21% to 50% higher ROI compared to traditional marketing methods. In today's fast-paced B2B landscape, generic marketing strategies no longer cut through the noise. This shift has paved the way for ABM, a strategy that is gaining momentum as businesses increasingly prioritize targeted and personalized engagement.

But, what exactly is ABM? At its core, ABM is a highly focused marketing strategy that involves creating customized campaigns and tailored messaging for specific high-value accounts. Unlike broad, one-size-fits-all tactics ABM leverages intent data, personalized content and multi-channel coordination to build stronger relationships, increase engagement and drive higher conversions. According to research firm Gartner, businesses that have adopted ABM experienced a 28% increase in overall engagement and a 25% boost in marketing-qualified leads (MQLs).

ABM in the Nepalese Context

While ABM is thriving globally, the Nepali and even the Indian B2B markets are still in the early stages of adoption. Several challenges are hindering a widespread implementation of ABM. Some of these include:

1. Lack of a robust MarTech (marketing technology) stack, limiting the ability to execute personalized campaigns.

2. High cost of ABM platforms, making them inaccessible for budget-conscious businesses.

3. Reliance on traditional marketing methods, such as events and cold calls, over long-term digital strategies.

4. Even for those eager to leverage intent data, access to reliable sources and concerns over data collection methods create further roadblocks.

As awareness grows, overcoming these challenges will be key to unlocking the full potential of ABM in these markets.

That said, ABM is gradually making its way into the Nepali B2B landscape. A noticeable shift is occurring among Nepali businesses, especially those serving global clients and focusing on US markets. More companies are recognizing the power of ABM to elevate their marketing efforts and build stronger connections with high-value accounts. A perfect example of this is Korifi’s collaboration with leading Nepali IT firms to kickstart their ABM journey. This partnership reflects a growing enthusiasm and readiness among Nepali businesses to adopt data-driven ABM strategies. While the market is still evolving, it is clear that Nepali firms are eager to explore the benefits of personalized, account-specific marketing. With the right expertise and execution, Nepali firms can unlock ABM’s full potential and enhance their global reach.

Why should Nepali companies adopt ABM?

It is high time Nepali companies embraced ABM as a key growth strategy, especially in today’s competitive global marketplace. With Nepal’s digital landscape rapidly evolving, ABM offers a targeted, high-impact approach that moves businesses beyond traditional methods like cold calls and network-based growth, which often limit their potential. Here is why ABM is a game-changer:

● ABM allows companies to laser-focus on high-value accounts, delivering personalized marketing efforts that resonate deeply with the right clients which is essential for expanding into international markets.

● By adopting ABM, Nepali businesses can build stronger, more valuable relationships with key clients, driving higher conversion rates and ensuring long-term loyalty. Not only does it improve the quality of leads, but it also creates a more efficient, predictable sales pipeline.

● ABM empowers Nepali businesses to stand out in competitive global markets, particularly in the tech and digital sectors, positioning them as industry leaders.

It is not just about keeping up, it is about accelerating growth, gaining a competitive edge and unlocking new opportunities through tailored strategic marketing.

Is your company ready to adopt ABM?

If you are a B2B business looking for the right strategy to steer ahead, ABM might be the answer. Here is a checklist to determine if your company is ABM-ready:

● Goal Alignment: Is your team on the same page? ABM requires everyone to be aligned on clear objectives. If you have specific target accounts and want to personalize your marketing efforts for them, ABM could be the perfect strategy.

● Ideal Customer Profile (ICP): Do you know who your ideal customers are? ABM thrives when you have a well-defined ICP. If you can identify the right accounts based on clear criteria, you are already on track for ABM.

● Resources and Capabilities: Do you have the necessary budget, technology and team to execute ABM? Unlike broad-based marketing strategies, ABM requires more investment and resources. If you are equipped to handle the added commitment, then ABM is within your reach.

● Sales and Marketing Integration: Are your sales and marketing teams collaborating seamlessly? ABM is most effective when both departments collaborate and align their efforts. If you have got strong teamwork in place, your chances of success with ABM increase significantly.

● Content Personalization Capabilities: Can you create content tailored specifically for your target accounts? ABM relies on personalized messaging to succeed. If you are able to develop targeted content that speaks directly to your potential client’s needs, you are set to thrive.

● Account Selection: Do you know which accounts to target? A successful ABM campaign starts with selecting the right accounts. If you have a clear list of priority targets and can prioritize them effectively, ABM is a natural fit.

If these factors align, your business is ready to step into the world of ABM. It is all about targeted, personalized efforts to convert high-value accounts, and with the right setup, ABM could be the game-changer your company needs. Even if your business is not fully ready, you can always start your ABM journey by meeting these prerequisites.

Breaking down the ABM Process

If you are all set to launch your ABM campaign, here is a detailed breakdown of the processes that make up a successful ABM campaign.

1. Identify your best-fit accounts based on your ICP.

2. Analyze online behavior and engagement to understand your target accounts' needs and challenges.

3. Develop tailored content that addresses their pain points and positions your brand as the solution.

4. Reach your target accounts on various platforms such as email, social media, ads and direct outreach.

5. Align sales and marketing efforts to move accounts through the funnel seamlessly.

6. Monitor campaign results and refine your strategy for better outcomes.

7. Focus on nurturing long-term partnerships, not just closing sales.

It does not end here

When running an ABM campaign, several key components must work in harmony to ensure success. First, prioritize your target accounts by using intent data. Focus on companies that are active in the market, not just those that look good on paper. Next, strong leadership is essential. ABM thrives on the alignment between sales and marketing. Ensure that both teams are united in their approach, metrics and expectations. Do not be afraid to segment further within your target accounts by identifying key verticals or shared pain points to create more focused campaigns. Deep account research is crucial for crafting personalized, relevant content that speaks directly to the challenges your targets face. As you engage, make sure your channels and tactics are tailored to the preferences of each account, whether it is through email, social media, events or direct outreach.

Lastly, accountability is critical. Continuously measure the effectiveness of your ABM efforts using clear metrics, such as engagement, conversion rates and revenue growth.

Conclusion

ABM presents a unique first-mover advantage for Nepali companies, as only a handful have begun to implement it. With many international businesses cutting their marketing budgets, Nepali firms have a unique opportunity to increase brand visibility and capture high-value international clients.

As the global B2B landscape shifts toward targeted, account-specific marketing, this is the perfect time for Nepali businesses not just to keep up, but to lead the way. The future of B2B marketing is personalized, targeted and strategic. Are you ready to seize the opportunity?

(Karki is Co-founder & Tripathi is Marketing Associate at Korifi B2B, a full-service and Nepal's first full service B2B Marketing Agency working globally)

(This opinion article was originally published in  April 2025  issue of New Business Age Magazine.)