Crafting a Brand Narrative in Account-Based Marketing - Ascent Conference

Crafting a Brand Narrative in Account-Based Marketing

3 Strategies in Retaining the Authenticity in ABM Storytelling 

Personalized messaging and content is one of the most powerful tools that we use in any marketing strategy, whether broad-based or account-based. However, when digital channel utilization is at an all-time high for account-based marketing (ABM), it’s easy to lose the personal element of the messaging you want to convey to your audiences.

Storytelling helps make sure that your content resonates with and appeals to your audience; that’s why it’s essential to keep it engaging and authentic. A story is essential to marketing for three key reasons:

  • Differentiate your brand from your competitors
  • Addresses an inherent pain point your customer’s experience
  • Incept a seed that your offering can help alleviate your customer’s pains

Our Marketing Beat gives three strategies to help build a more authentic and relevant story for your account-based marketing efforts. Here we talk about how to make your storytelling effective and authentic in a highly personalized ABM journey.

1. Keep it simple and consistent.

When somebody lands on your digital ecosystem, you have a literal second to capture and engage that prospect. With more options than ever in today’s digital world, users are adept at spotting ingenuine or lesser quality messaging. Tap into your brand DNA (your mission, vision, and values) for all of your core messaging. Don’t explain your product or service; create a story that tells about the challenge your product or service aims to solve. Apple has been a lead example of this ever since October of 2001 when Steve Jobs told you how the iPod solved a problem for you versus what it was they were selling. People didn’t necessarily care about the device; they cared what it could do for them. 

The same goes for brand storytelling—craft content that is straightforward but descriptive at the same time. When engaging with your account, be genuinely interested in their responses and understand how they expect your company to address their pain points. Knowing this is key to establishing trust and eliciting high-value responses while encouraging them to communicate with you as you solve their specific problems openly.

Even when accounts don’t work out, be open to learning why without the pressure to come back. 

2. Make the customer the hero of the story.

In brand storytelling, the spotlight should be on your customer and not on you alone. In ABM, you need to invest the time to do your research before crafting your messaging – who are you trying to build a relationship with? Where do they live online? What do they care about? With this information, coupled with insights from your sales team and tapping into your resources, start building a story focused around that account specifically. This information will not only put your key account front and center, but you will also be positioning yourself as a trusted resource. 

Be creative with how you engage. In marketing, we predominantly talk about automation and digital–but that should exclude more traditional means of marketing that may have significantly less competition, like direct (or snail) mail. Finding different avenues to engage with your account can often yield higher engagement.

3. Empower your customers to help tell your story.

If your customer has an excellent experience with your product or service and feels supported throughout their buyer journey, it will show their willingness to advocate for your brand to other potential customers. Having positive feedback is one of the most authentic social proof points you can have and will increase your referral rate and entice more people to engage with your brand.

Organic Storytelling Goes a Long Way

An authentic brand narrative not only engages customers but also paves the way for long-term partnerships built on trust. Staying true to your branding and storytelling will help carry out your account-based strategies, especially in an uncertain era when there is less face-to-face interaction and businesses are limited to virtual means of communication.



Photo by Hivan Arvizu Soyhivan via Unsplash

Privacy Notice

This privacy notice discloses the privacy practices for ( This privacy notice applies solely to information collected by this website. It will notify you of the following:

  • What personally identifiable information is collected from you through the website, how it is used and with whom it may be shared.
  • What choices are available to you regarding the use of your data.
  • The security procedures in place to protect the misuse of your information.
  • How you can correct any inaccuracies in the information.

Information Collection, Use, and Sharing

We are the sole owners of the information collected on this site. We only have access to/collect information that you voluntarily give us via email or other direct contact from you. We will not sell or rent this information to anyone.

We will use your information to respond to you, regarding the reason you contacted us. We will not share your information with any third party outside of our organization, other than as necessary to fulfill your request, e.g. to ship an order.

Unless you ask us not to, we may contact you via email in the future to tell you about specials, new products or services, or changes to this privacy policy.

Your Access to and Control Over Information

You may opt out of any future contacts from us at any time. You can do the following at any time by contacting us via the email address or phone number given on our website:

  • See what data we have about you, if any.
  • Change/correct any data we have about you.
  • Have us delete any data we have about you.
  • Express any concern you have about our use of your data.


We take precautions to protect your information. When you submit sensitive information via the website, your information is protected both online and offline.

Wherever we collect sensitive information (such as credit card data), that information is encrypted and transmitted to us in a secure way. You can verify this by looking for a lock icon in the address bar and looking for “https” at the beginning of the address of the Web page.

While we use encryption to protect sensitive information transmitted online, we also protect your information offline. Only employees who need the information to perform a specific job (for example, billing or customer service) are granted access to personally identifiable information. The computers/servers in which we store personally identifiable information are kept in a secure environment.

If you feel that we are not abiding by this privacy policy, you should contact us immediately via telephone at 202-256-9707 or [email protected].