Account Based Marketing

Account-based marketing (ABM),
also known as key account marketing, is a strategic approach to business marketing in which an organisation considers and communicates with individual prospect or customer accounts as markets of one. Companies such as BearingPoint, HP, Kilroy Travels, Progress Software and Xerox are reported to be leading the way.

Overview
Account-based marketing has grown since the mid-1990s as a demonstration of the trend away from mass marketing towards more targeted approaches. It parallels the movement in business-to-consumer marketing away from mass marketing where organisations try to sell individual products to as many new prospects as possible to 1:1 marketing where they concentrate on selling as many products as possible to one customer at a time. Account based marketing can help companies to:

   Increase account relevance
   Engage earlier and higher with deals
   Align marketing activity with account strategies
   Get the best value out of marketing
   Inspire customers with compelling content


While business marketing is typically organised by industry, product/solution or channel (direct/social/PR), account-based marketing brings all of these together to focus on individual accounts. As markets become increasingly commoditised, customers see little or no difference between suppliers and their competitors, with price as the only obvious differentiators. ABM is increasingly adopted by companies in markets under pressure from commoditisation (Wikipedia)


Why Account Based Marketing?
That’s easy, focus on those accounts that are most likely to produce the most revenue for your business. Locate that sweet spot, get the list of named accounts, target, engage, convert, sell and retain them

 
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