How do you personalize yourmarketing strategyto attract a group of customers that is ready to buy your product or service?
你确定你的目标账户,市场对他们来说,and measure your results. That'saccount-based marketing(ABM), and it really can be that simple.
AsMatt Heinz, president of Heinz Marketing, has stated, "In its purest form, account based marketing has been around forever." When B2C and B2B companies started realizing the need for more personalized marketing, marketers developed a new, targeted strategy; and in 2004ITSMAnamed this concept, officially coining the term "account based marketing."
ABM is all about taking a highly focused approach to whom you target with your marketing efforts.SiriusDecisions describes itas the strategic approach marketers use to support a defined universe of accounts, including strategic accounts and named accounts. Over 90% of marketers recognize the value in ABM (SiriusDecisions).
There are three key steps to building a successful ABM strategy:
- Identifytarget accounts.
- Marketthese accounts in a very direct, personalized manner.
- Measurethe success of your ABM strategy.
This videofromSalesfusion's Marketing Minutes Video Series provides key tips on incorporating theidentify, market, and measuretechnique and using your current marketing tools to adjust your strategy around an ABM approach rather than implementing extra technology.
Some 84% of B2B marketers say ABM delivers a higher ROI than any other approach, according to ITSMA. As we move deeper into the digital age and continue to uncover the power of personalization, the ABM approach will undoubtedly become progressively more valuable in how marketing and sales teams operate.
