Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one.
Rather than launching a broad marketing campaign that attracts thousands in an attempt to nurture only the few that express their interest, ABM targets specific companies in a bid to engage with key decision makers and then build on that relationship to open up new sales opportunities in the future (also known as “land and expand”).
Put simply, account-based marketing takes the traditional marketing funnel and flips it upside down!
Benefits of Account-Based Marketing
It's personalized to your audience.
It's easier to see potential return on investment.
You spend less time on marketing campaigns that don't yield new business.
It shortens the sales cycle.
It fortifies your relationship with existing clients.
How It Works:
Strategy And Planning
Account List Segmentation
Buyer Persona Matching
Customer Journey Mapping
Land and Expand
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