In a very straightforward way, ABM is, as the name suggests, account-based marketing (companies). Campaigns are developed with a focus on the account that you want to reach, and with that, you can achieve highly satisfactory results .
Account Based Marketing works differently than many professionals in the field usually do. The goal of this task is not to get as many prospects as possible and then try to sell to them. But rather, to have target companies (that you want to have as a client), and then create specific campaigns for them.
The high success rate that this marketing strategy offers is due to the key factor of its application: personalization . Where communication and content produced are geared towards the needs of potential customers.
In fact, this personalization results in an important generation of value, capable of convincing those involved to buy the product.
According to data from Salesforce , for more than 90% of B2B customers, the search volume for a solution increases according to its price.
In other words, the more expensive the product, the more ukraine whatsapp data research is done to make a decision. Therefore, companies that invest in ABM tend to generate greater value and increase their chances of sales.
How can ABM be structured?
To ensure the success of a strategy, some rules must be followed. But more than that, the company needs to develop specific techniques and tactics for its business in order to be more assertive.
And when it comes to putting Account Based Marketing into practice, it’s no different. ITSMA discovered through a benchmarking survey that account-based marketing strategies can be separated into 3 types:
one-to-one;
one-to-few;
one-to-many.
Therefore, to be more assertive you need to understand the difference between them.
ABM one-to-one
As the most personalized type of ABM, companies usually create a complete map of accounts, with data such as:
Professional history and profile of decision makers;
Main selling points;
Market information and news.
This will make it possible for the marketing team to formulate highly personalized actions based on this data.
In this structure, it is recommended to work with few key accounts (no more than 50). This is because collecting and confirming data are tasks that require a lot of time.
ABM one-to-few
In this strategy, it is possible to work with clusters of companies that have a similar profile. This way, it is possible to reach a larger number of potential customers, without leaving personalization aside, especially because in these cases, the groups usually have 5 to 15 similar companies.