Account Based Marketing Programs
Customer acquisition programs require a mix of strategies. ABM is effective for team selling to accounts with multiple buyer personas. It requires a fully joined-up approach between marketing and sales. ABM is an expansion of account-based selling, incorporating a greater integration of the marketing and sales process.
ABM takes advantage of new technologies for targeted advertising, personalization, predictive account selection, contact discovery, modular content, and account collaboration.
Fully customized ABM is suitable for for top tier and ‘must win” accounts and when selling multiple products and services across an enterprise (the typical focus is on 10s of accounts). A more ‘at scale’ ABM approach uses mass customization to leverage resources across account segments (typical focus is on 100s of accounts). Data-driven inbound marketing and sales prospection works best to drive awareness and lead flow in broader market segments and to attract individual buyers (typical focus is on 1,000s of accounts for lead gen).