Account-base marketing or abm will continue to be important in 2023 and help drive personalize marketing in communications that customers expect. Put simply. Abm uses the combine expertise of sales and marketing teams to target a select group or set of accounts with an aim of creating a tailore experience. Today 67 percent of brands leverage account-base marketing while ‘researching accounts’. In addition. ‘identifying target contacts’ were the top two tactics use by marketers in an abm approach according to ‘the state of marketing trends report 2022’.
There are many benefits to using this account-base selling model
There are many benefits to using this account-base selling model in your business. It delivers a high roi. Enhances personalization. And enables easy tracking. But more on that later. First. Let’s look at what abm is. What is account-base marketing? What is the definition of account-base marketing? Well. It‘s a more targete approach to selling that focuses on best-fit accounts. Those that have expresse interest. Or potential high-revenue prospects. The most successful abm strategy aims to have a good mix of prospects and complements a lead-base strategy
With account-base marketing
With account-base marketing. It’s all about targeting the right people with the right message at the right time through account-specific campaigns. The messaging and content nee to be highly personalize and relevant to the contact. According to dave chaffey. There are three types of abm to consider: strategic abm. Abm lite. And programmatic abm. As you can see from the illustration below the investment and roi go up when your teams focus on one-to-one accounts as oppose to a many-account. Programmatic approach that uses automation. Abm pyramid abm pyramid in the strategic approach. Say an hr manager in a target company downloade an ebook on ‘how to manage a remote team’. Using an abm approach a salesperson could contact that individual by providing details of a relevant blog or offering a free consultation on training..