Account Based Marketing (ABM)
Large key accounts can hardly be reached anymore with generic (automated) marketing. They get enough of that.
Senior decision makers are interested in relevant information and insights. Information that clearly demonstrates what value will result from your solutions.
Account Based Marketing is a 1-on-1 sales and marketing strategy to achieve more results with selected (often complex) key accounts and prospects.
An increasing number of B2B companies include account based marketing within their commercial strategy because of:
postitive impact on sales results
high return on marketing and sales investment
increased availability of relevant data and digital tools
Return on Marketing Investment
87% of B2B companies indicate ABM delivers the highest return on investment compared with other marketing activities (source: ITSMA 2017).
Key Advantages of Account Based Marketing
- Effective collaboration with sales
- Customer relationships
- Marketing ROI
Survey among 20 large Dutch B2B companies that use Account Based Marketing to engage strategic key accounts.
The 4 key elements of Account Based Marketing
An effective Account Based Marketing program combines 4 key elements. Click on one of the items below for more information: