The Ultimate Guide to Account-Based Marketing: 6 Key Steps

The Ultimate Guide to Account-Based Marketing: 6 Key Steps

Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one. Account-based marketing is typically employed in enterprise level sales organisations. While business marketing is typically organized by industry, product/solution or channel (direct/social/PR), account-based marketing brings all of these together to focus on individual accounts.

Key Takeaways:

  • ABM is essentially a form of strategic business marketing. An organization takes an individual prospect or customer account — these are companies, not individual people — and treats it like its very own market, or a market of one.
  • These days, customers really don’t enjoy feeling like they’re being sold to. That’s why it’s crucial that your marketing — even when account-based — provides value, and doesn’t push products.
  • Finding your target audience is a fundamental piece of successful marketing. Remember, we’re dealing with organizations here, not people — so don’t get this step confused with developing personas.

“These days, customers really don’t enjoy feeling like they’re being sold to. That’s why it’s crucial that your marketing — even when account-based — provides value, and doesn’t push products.”

https://blog.hubspot.com/marketing/account-based-marketing-guide

Speak Your Mind

*