1:1, 1:few or 1:many? Choosing your tactic
The choice between 1:1, 1:few and 1:many depends mainly on your resources and the size of your targets:
- 1:1: Ultra-personalized approach for a single strategic account. Requires a lot of resources, but potentially very high ROI.
- 1:few: Small segments (5 to 20 accounts) sharing the same need or profile. Good compromise between personalization and scalability.
- 1:many: Broad targeting (50+ accounts), more automated and less granular approach.
When starting an ABx strategy, it can be tempting to aim directly for 1:1 or 1:few, seduced by the idea of hyper-personalization and high impact on strategic accounts. But these approaches involve a lot of effort (personalization, sales-marketing coordination, dedicated resources) and present a high risk for a team that is not yet well-established.
✅ Step 1: Start with what you have → One to many
- Reuse your current campaigns and content.
- Target a large group of accounts that match your ICP.
- Test the ABx mechanics while controlling resources and budget.
✅ Step 2: Move to one to few
- Reduce the number of accounts targeted.
- Increase content personalization and sales collaboration.
- Introduce specific offers or more detailed journeys.
✅ Step 3: Move to one-to-one (if relevant)
- Focus on a few high-value accounts.
- Create fully customized experiences.
- Mobilize multiple internal functions (marketing, sales, CSM, management).
✔️ This way, you progress step by step, minimizing risk and giving your teams time to develop their skills.
Example of a classic “ABM-ized” campaign
Here’s how a traditional acquisition campaign can evolve into an ABM campaign, based on slides 1 and 2 of the Miro.
Traditional campaign (slide 1)
- Objective: Generate as many leads as possible, often through webinars or downloadable content.
- Metrics: Lead volume, conversion rate, cost per lead.
- Limitations: Many off-target contacts, low conversion rate into opportunities.
ABM-ized campaign (slide 2)
- Objective: Activate a small number of well-identified strategic accounts.
- Actions: Hyper-targeted ad campaigns on these accounts. Personalized email sequences enriched with intent signals. Web content tailored to these accounts. Close collaboration with sales reps to engage at the right time.
- Metrics: Engagement per account, progress in the buying cycle, pipeline generated.
- This pivot allows you to focus your efforts and budgets on the accounts that really matter—the ones that will generate the most value.
This pivot allows you to focus your efforts and budgets on the accounts that really matter—the ones that will generate the most value.
In conclusion: test before you go!
Launching an ABM proof of concept is a great way to demonstrate the value of an account-centric approach without immediately committing large budgets.
We recommend starting with a minimal foundation (Marketo + CRM + intent solution), adopting a 1:few strategy, then measuring and adjusting before scaling up.
🎁 And to help you along the way, take advantage of my free 1.5-hour strategic coaching session with me, Sylvain Davril, to challenge your marketing and identify your first ABM campaign.
👉 Book your coaching session
