--- title: What are ABM Surrounds and Why Are They Important? description: Discover why leveraging ABM surrounds for B2B marketing are vital for boosting sales and staying top-of-mind with prospects. image: https://vendedigital.com/hubfs/Imported_Blog_Media/Vende_Blog_0321_Img4-1-4.jpg --- [![Layer 1](https://vendedigital.com/hs-fs/hubfs/Vende_2025/Images/Layer%201.png?width=198&height=44&name=Layer%201.png "Layer 1")](https://vendedigital.com/) - [Home](https://vendedigital.com) - [About Us](https://vendedigital.com/about-us) - [Events](https://vendedigital.com/events) - [Contact Us](https://vendedigital.com/contact-us) - [Industries Served](https://vendedigital.com/industries) - [Industrial](https://vendedigital.com/industrials/industrial-page) - [Professional Services](https://vendedigital.com/professional-services) - [Manufacturing](https://vendedigital.com/manufacturing-industry) - [Technical/SaaS](https://vendedigital.com/technical-saas-industry) - [Growth Services](https://vendedigital.com/growth-services) - [Go-To-Market (GTM)](https://vendedigital.com/gtm-services-page) - [Pipeline Optimization](https://vendedigital.com/pipeline-optimization) - [Revenue Acceleration](https://vendedigital.com/revenue-acceleration) - [Pricing](https://vendedigital.com/pricing) - [HubSpot Solutions](https://vendedigital.com/hubspot-solutions) - [AI Enablement](https://vendedigital.com/ai-enablement) - [B2B Growth Hub](https://vendedigital.com/b2b-growth-hub) - [Blogs](https://vendedigital.com/blog) - [Case Studies](https://vendedigital.com/case-studies) - [Guides](https://vendedigital.com/guides) - [Tools](https://vendedigital.com/tools) - [Videos](https://vendedigital.com/videos) - [Events](https://vendedigital.com/events) - [Pipeline Growth Assessment](https://assessment.vendedigital.com/) - [Home](https://vendedigital.com) - [About Us](https://vendedigital.com/about-us) - [Events](https://vendedigital.com/events) - [Contact Us](https://vendedigital.com/contact-us) - [Industries Served](https://vendedigital.com/industries) - [Industrial](https://vendedigital.com/industrials/industrial-page) - [Professional Services](https://vendedigital.com/professional-services) - [Manufacturing](https://vendedigital.com/manufacturing-industry) - [Technical/SaaS](https://vendedigital.com/technical-saas-industry) - [Growth Services](https://vendedigital.com/growth-services) - [Go-To-Market (GTM)](https://vendedigital.com/gtm-services-page) - [Pipeline Optimization](https://vendedigital.com/pipeline-optimization) - [Revenue Acceleration](https://vendedigital.com/revenue-acceleration) - [Pricing](https://vendedigital.com/pricing) - [HubSpot Solutions](https://vendedigital.com/hubspot-solutions) - [AI Enablement](https://vendedigital.com/ai-enablement) - [B2B Growth Hub](https://vendedigital.com/b2b-growth-hub) - [Blogs](https://vendedigital.com/blog) - [Case Studies](https://vendedigital.com/case-studies) - [Guides](https://vendedigital.com/guides) - [Tools](https://vendedigital.com/tools) - [Videos](https://vendedigital.com/videos) - [Events](https://vendedigital.com/events) - [Pipeline Growth Assessment](https://assessment.vendedigital.com/) ![What are ABM Surrounds and Why Are They Important?](https://vendedigital.com/hubfs/Imported_Blog_Media/Vende_Blog_0321_Img4-1-4.jpg) # What are ABM Surrounds and Why Are They Important? ![Lauren Glover](https://vendedigital.com/hubfs/Lauren_New.jpg) By [Lauren Glover](https://vendedigital.com/blog/author/lauren-glover) 17-Mar-2021 - [Go-to-Market Strategy](https://vendedigital.com/blog/tag/go-to-market-strategy) - [ABM](https://vendedigital.com/blog/tag/abm) Are you looking to build business momentum? The quickest path to recovery is more sales. B2B digital marketing has a fast track record for generating targeted awareness and attracting qualified prospects. Find ways to boost sales with an ABM surround system. ## **Collaborate with Your Sales Team to Prioritize Accounts** All ABM (account-based marketing) journeys differ in some way. Whatever your experience with [account-based marketing](https://vendedigital.com/blog/building-a-strong-abm-strategy-with-hubspot/), you will be learning to prioritize the right accounts to maximize the most from the budget and generate more revenue. ABM's advantage is its laser focus, which allows you to focus only on a high-value account for the client. ![Screenshot-2024-05-20-at-9_14_56 AM](https://vendedigital.com/hs-fs/hubfs/Imported_Blog_Media/Screenshot-2024-05-20-at-9_14_56%E2%80%AFAM.png?width=608&height=340&name=Screenshot-2024-05-20-at-9_14_56%E2%80%AFAM.png) You want to consider an AMB surround in particular if: - You’re not generating enough leads for your pipeline - You feel like you’re wasting money on marketing and ads that aren't producing - You’re struggling to stay top-of-mind with your most important prospects - You think you might be the best-kept secret in town ![Screenshot-2024-05-20-at-9_15_49 AM](https://vendedigital.com/hs-fs/hubfs/Imported_Blog_Media/Screenshot-2024-05-20-at-9_15_49%E2%80%AFAM.png?width=603&height=337&name=Screenshot-2024-05-20-at-9_15_49%E2%80%AFAM.png)   If you’re facing any of these challenges, having an ABM surround will likely be a good solution. As marketers, we can’t control when a prospect is ready to buy. We have to be there when they’re ready, whenever and wherever that occurs. An ABM surround can ensure you’re ready when your prospect is in search mode and changes to become a ‘now’ buyer. It can help ensure they know your benefits while deciding on you versus the competition. Check out our [on-demand webcast on ABM + Demand Generation](https://page.vendedigital.com/abm-demand-gen-replay) for insider expertise on this subject. ## Puffer Fish Strategy Sometimes, marketers refer to ABM surrounds as the pufferfish strategy. Whatever you call it, it's a marketing technique that makes companies appear larger than they are. You don't need global reach or multiple locations to succeed. You don’t look bigger to the entire world but more prominent to the prospects you’re trying to crack. To those accounts, you’ll look like the biggest fish in town. > **What is an ABM Surround?** > > An ABM surround is a digital marketing strategy that serves your targeted accounts relevant materials online. The goal of an ABM surround is to surround a very narrow audience with your brand 's message so that when they are ready to buy, they already know the problems you can solve. The sales team then has a better chance to close more deals. ## Deploy ABM Surround Strategy ![Screenshot-2024-05-20-at-9_18_23 AM](https://vendedigital.com/hs-fs/hubfs/Imported_Blog_Media/Screenshot-2024-05-20-at-9_18_23%E2%80%AFAM.png?width=597&height=334&name=Screenshot-2024-05-20-at-9_18_23%E2%80%AFAM.png)   Marketers can deliver ABM programs through various channels like display, native, and video advertising. While not all methods may lead directly to your web pages, they will engage audiences with your brand. Ads should be customized to meet your business goals and organizational needs. To implement an ABM surround strategy, you'll need four main components. ### **Target account list** You might not have a thousand logos you’re trying to crack this year. Still, you have a particular industry, business size, and type of role or function within those businesses that make up your account list. Identify the companies you want on your radar for your campaign and in your pipeline. ![Screenshot-2024-05-20-at-9_19_49 AM](https://vendedigital.com/hs-fs/hubfs/Imported_Blog_Media/Screenshot-2024-05-20-at-9_19_49%E2%80%AFAM.png?width=607&height=337&name=Screenshot-2024-05-20-at-9_19_49%E2%80%AFAM.png)   ### Multiple channels You can't rely on just one strategy, like being a one-trick pony, and expect website visitors. For instance, using only Google AdWords or Pay-Per-Click isn't enough. While effective, they are costly as solo tactics. It's essential to engage your audience across multiple channels. ### **Full-funnel/Intent-based** Most B2B companies only spend their advertising dollars at the bottom of the funnel, thinking this is cost-effective. To be successful, employ a full-funnel targeted advertising approach, including display advertising. When investing in full-funnel, you will get a better conversion rate from the right accounts. ![Screenshot-2024-05-20-at-9_21_08 AM](https://vendedigital.com/hs-fs/hubfs/Imported_Blog_Media/Screenshot-2024-05-20-at-9_21_08%E2%80%AFAM.png?width=608&height=338&name=Screenshot-2024-05-20-at-9_21_08%E2%80%AFAM.png)   ### Variety of assets Create multiple high-value assets to engage your audience. By developing marketing materials, you boost chances for visits and interactions on your website. Focus on creating engaging ads that highlight the solutions you provide for the market. ### Marketing Automation Platforms These platforms assist in monitoring and interacting with your key accounts and valuable contacts. They allow for personalized messaging, campaign automation, and tracking engagement across various channels. Target active companies with your mid-funnel ads. ## ABM Surround Full-funnel for Target Accounts Once you understand the key components for installing your ABM surround strategy, focus on the campaign tactics. All tactics must work together for optimal results. Full-funnel tactics fall into three sections: - Awareness and discovery - Evaluation and interest - Commitment and decision ### Awareness Here, you’re trying to educate your audience on your existence. These elements can include social selling, display advertising, and SEO. After all, a specific company logo might not know you exist or have the systems or solutions to solve their business problem. ### Evaluation Now that your prospects know who you are start providing more content about your business in your campaign. Create a system of operations to move people through the pipeline that includes calling prospects, intent-based lead generation, and marketing automation. ### Commitment Once you identify the decision-makers and reach a closing point, it’s time for sales to excel. The final stage is sales enablement, ensuring sales has what they need to succeed. Equip the sales team with relevant assets for the accounts. This is your secret weapon for success. ![Screenshot-2024-05-20-at-9_25_00 AM](https://vendedigital.com/hs-fs/hubfs/Imported_Blog_Media/Screenshot-2024-05-20-at-9_25_00%E2%80%AFAM.png?width=603&height=337&name=Screenshot-2024-05-20-at-9_25_00%E2%80%AFAM.png)   ## ABM Surround Strategy Top B2Bs use at least three channels and 15 touchpoints per campaign for each prospect. We need to consider this multi-channel, full-funnel strategy when developing an ABM approach. If you’re ready to put your ABM surround into motion, here are some items you can start right away as part of your program. Aim to put systems in place to update, scale and develop them regularly: ### Blogging Blogging is a critical way to communicate your point of view to your buyers and how you can help them solve problems. At a minimum, you need to be [blogging](https://vendedigital.com/blog/8-essential-b2b-blogging-tips-why-your-blogs-are-getting-ignored-how-to-fix-it/) twice a month. ### Infographics Infographics – Infographics are incredibly valuable to buyers. Infographics take lots of words and condense them down into images so that your buyer can quickly skim the points you’re trying to make. ### Video This is engaging media that captivates your audience. Creating engaging videos drives traffic to your website, educates your audience, and gives your sales team a valuable tool for engagement. ![Screenshot-2024-05-20-at-9_26_36 AM](https://vendedigital.com/hs-fs/hubfs/Imported_Blog_Media/Screenshot-2024-05-20-at-9_26_36%E2%80%AFAM.png?width=603&height=337&name=Screenshot-2024-05-20-at-9_26_36%E2%80%AFAM.png)   ### Drip and nurture emails Many B2B companies have thousands of emails in their lists but fail to regularly email their customers. It's crucial to email prospects in your target accounts daily. Instead of emailing every customer daily, target different segments of your list throughout the week based on their funnel stage. Personalized emails can significantly impact. ### Case studies Prospects need to hear success stories, and case studies demonstrate how you’ve solved similar problems for other customers around the world, in specific locations or virtually. This gives your prospects a better understanding of how you can solve problems for them. ![Screenshot-2024-05-20-at-9_27_29 AM](https://vendedigital.com/hs-fs/hubfs/Imported_Blog_Media/Screenshot-2024-05-20-at-9_27_29%E2%80%AFAM.png?width=599&height=335&name=Screenshot-2024-05-20-at-9_27_29%E2%80%AFAM.png)   At Vende Digital, generating revenue and growing your business is our business. Let us help connect you to your next customer. Contact us today to [schedule a complimentary Discovery Meeting](https://vendedigital.com/contact-us/) where we’ll provide you with fresh ideas and actionable insights. ## Key Takeaways - ABM Surround boosts B2B relationships and growth. - It prepares your business for when prospects become active buyers. - Key elements of ABM surround strategy: targeted account list, diverse channels, full-funnel/intent focus, and varied assets. - ABM surround can make your business appear larger to your target customer. ### Related Posts [![The Neuroscience of B2B Buyer Psychology: Why Logic Alone Doesn't Close Deals](https://vendedigital.com/hubfs/Vende_Social%20Media%20Images/Vende%20Blog%20Images/Featured%20Image%201%20(1).png) ](https://vendedigital.com/blog/the-neuroscience-of-b2b-buyer-psychology-why-logic-alone-doesnt-close-deals) [The Neuroscience of B2B Buyer Psychology: Why Logic Alone Doesn't Close Deals](https://vendedigital.com/blog/the-neuroscience-of-b2b-buyer-psychology-why-logic-alone-doesnt-close-deals) July 14, 2026 [![Why B2B Messaging Misses the Mark — And the 8% Problem Behind It](https://vendedigital.com/hubfs/Vende_Social%20Media%20Images/Vende%20Blog%20Images/Featured%20Image%201.png) ](https://vendedigital.com/blog/why-b2b-messaging-misses-the-mark-and-the-8-problem-behind-it) [Why B2B Messaging Misses the Mark — And the 8% Problem Behind It](https://vendedigital.com/blog/why-b2b-messaging-misses-the-mark-and-the-8-problem-behind-it) July 13, 2026 [![Why Your Revenue Strategy Needs a Buyer Enablement System](https://vendedigital.com/hubfs/Vende_Social%20Media%20Images/Vende%20Blog%20Images/Featured%20Image%20(1)-1.png) ](https://vendedigital.com/blog/why-your-revenue-strategy-needs-a-buyer-enablement-system) [Why Your Revenue Strategy Needs a Buyer Enablement System](https://vendedigital.com/blog/why-your-revenue-strategy-needs-a-buyer-enablement-system) July 07, 2026 [![Curiosity Is Not Pipeline: How to Turn B2B Engagement Into Pipeline Growth](https://vendedigital.com/hubfs/Vende_Social%20Media%20Images/Vende%20Blog%20Images/1-1.png) ](https://vendedigital.com/blog/curiosity-is-not-pipeline-how-to-turn-b2b-engagement-into-pipeline-growth) [Curiosity Is Not Pipeline: How to Turn B2B Engagement Into Pipeline Growth](https://vendedigital.com/blog/curiosity-is-not-pipeline-how-to-turn-b2b-engagement-into-pipeline-growth) July 07, 2026 [![How Sales and Marketing Can Stop Mistaking Buyer Curiosity for Buyer Intent](https://vendedigital.com/hubfs/Vende_Social%20Media%20Images/Vende%20Blog%20Images/VD-4-26-1.png) ](https://vendedigital.com/blog/how-sales-and-marketing-can-stop-mistaking-buyer-curiosity-for-buyer-intent) [How Sales and Marketing Can Stop Mistaking Buyer Curiosity for Buyer Intent](https://vendedigital.com/blog/how-sales-and-marketing-can-stop-mistaking-buyer-curiosity-for-buyer-intent) June 10, 2026 ### Categories - [Go-to-Market Strategy ](https://vendedigital.com/tags/go-to-market-strategy) - [Pipeline Optimization ](https://vendedigital.com/tags/pipeline-optimization) - [Revenue Acceleration ](https://vendedigital.com/tags/revenue-acceleration) - [Modern Buyer Behavior ](https://vendedigital.com/tags/modern-buy-behavior) - [Content Strategy ](https://vendedigital.com/tags/content-strategy) - [Technology ](https://vendedigital.com/tags/technology) ## Related Articles [![](https://vendedigital.com/hs-fs/hubfs/Imported_Blog_Media/Vende_Blog_0820_Img4-4.jpg?width=352&name=Vende_Blog_0820_Img4-4.jpg) ](https://vendedigital.com/blog/account-based-marketing-is-essential-for-your-business) #### [Why Account-Based Marketing is Essential for your Business](https://vendedigital.com/blog/account-based-marketing-is-essential-for-your-business) New trends and hot buzz words reveal themselves every year in the digital marketing world, and this... [ Read More ](https://vendedigital.com/blog/account-based-marketing-is-essential-for-your-business) [![](https://vendedigital.com/hs-fs/hubfs/Imported_Blog_Media/Vende_Blog_041520-4.jpg?width=352&name=Vende_Blog_041520-4.jpg) ](https://vendedigital.com/blog/awareness-simplified-three-steps-to-build-brand-awareness) #### [Awareness Simplified: Three Steps to Build Brand Awareness](https://vendedigital.com/blog/awareness-simplified-three-steps-to-build-brand-awareness) Brand awareness is admittedly one of the more difficult marketing aspects to measure, but that... [ Read More ](https://vendedigital.com/blog/awareness-simplified-three-steps-to-build-brand-awareness) [![](https://vendedigital.com/hs-fs/hubfs/Imported_Blog_Media/Vende_Blog_1220_Img1-4.jpg?width=352&name=Vende_Blog_1220_Img1-4.jpg) ](https://vendedigital.com/blog/biggest-abm-mistakes-and-how-to-avoid-them) #### [Biggest Account Based Marketing (ABM) Mistakes and How to Avoid Them](https://vendedigital.com/blog/biggest-abm-mistakes-and-how-to-avoid-them) Account-Based Marketing is a core strategy for B2B businesses. ABM is an incredibly powerful... [ Read More ](https://vendedigital.com/blog/biggest-abm-mistakes-and-how-to-avoid-them) [![Vende Logo with Chartreuse Colors](https://vendedigital.com/hs-fs/hubfs/vende-chartreuse-300.png?width=388&height=84&name=vende-chartreuse-300.png "Vende Logo with Chartreuse Colors")](https://vendedigital.com/) We help B2B companies accelerate revenue by building structured, repeatable systems for pipeline growth. The result? Buyers who engage, sales teams who close faster, and revenue leaders who can finally forecast with confidence. Follow us on - - - - - - [Home](https://vendedigital.com) - [About Us](https://vendedigital.com/about-us) - [Events](https://vendedigital.com/events) - [Careers](https://vendedigital.com/careers) - [Contact Us](https://vendedigital.com/contact-us) #### Services - [Industries](https://vendedigital.com/industries) - [Growth Services](https://vendedigital.com/growth-services) - [Hubspot Solutions](https://vendedigital.com/hubspot-solutions) - [B2B Growth Hub](https://vendedigital.com/b2b-growth-hub) - [AI Enablement](https://vendedigital.com/ai-enablement) #### Resources - [Go-To-Market Strategy](https://vendedigital.com/tags/go-to-market-strategy) - [Pipeline Optimization ](https://vendedigital.com/tags/pipeline-optimization) - [Revenue Acceleration](https://vendedigital.com/tags/revenue-acceleration) - [Technology ](https://vendedigital.com/tags/technology) - [News](https://vendedigital.com/news) #### Contact info [(800) 515-0349](tel:+18005150349) [sales@vendedigital.com](mailto:sales@vendedigital.com) 2451 W Grapevine Mills Cir Grapevine, TX 76051 © 2026 VENDE. All Rights Reserved. HubSpot Platinum Partner - [Cookies Policy](https://vendedigital.com/cookies) - [Privacy Policy](https://vendedigital.com/privacy-policy) - [AI Policy](https://vendedigital.com/ai-policy) - [Consent Preferences](https://vendedigital.com/blog/what-are-abm-surrounds-and-why-are-they-important#) ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Person", "name" : "Lauren Glover", "url" : "https://vendedigital.com/blog/author/lauren-glover" }, "dateModified" : "2025-11-21T21:58:52.827Z", "datePublished" : "2021-03-17T05:00:00.000Z", "headline" : "What are ABM Surrounds and Why Are They Important?", "image" : [ "https://vendedigital.com/hubfs/Imported_Blog_Media/Vende_Blog_0321_Img4-1-4.jpg" ], "mainEntityOfPage" : { "@id" : "https://vendedigital.com/blog/what-are-abm-surrounds-and-why-are-they-important", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://vendedigital.com/hubfs/vende-chartreuse-300.png" }, "name" : "Vende " } } ```