Account-Based Marketing (ABM)(ABM)
Quick definition
A strategic approach where marketing and sales collaborate to target specific high-value accounts with personalized campaigns.
Detailed explanation
Account-Based Marketing flips the traditional marketing funnel model. Instead of casting wide and filtering, you identify upfront the accounts where you see the most potential, and create personalized campaigns for each account. ABM is especially effective in enterprise B2B sales with longer sales cycles and higher deal values. It requires close collaboration between marketing and sales: sales identifies target accounts and key stakeholders, marketing creates account-specific content and campaigns, and together you orchestrate a multi-touch, multi-channel approach. ABM leads to higher conversions, shorter sales cycles, and better deal sizes.
Synonyms
Examples
A software company wants to win 50 enterprise retailers. They create a landing page per retailer with case studies from similar retailers, targeted LinkedIn ads to stakeholders at that retailer, and personalized email sequences referring to retailer-specific challenges.
An ABM campaign for a large bank: research their digital transformation initiative, create a whitepaper specifically about banking modernization, send it to 10 stakeholders, follow up with personalized videos, and invite them to an executive dinner.
When to use this?
Implement ABM when you have a limited number of high-value target accounts (10-1000), long sales cycles with multiple stakeholders, and the resources to create personalized content. ABM works best in enterprise B2B.
Match-day approach
Match-day helps you build a pragmatic ABM strategy. We start by identifying your top 50 target accounts, develop account intelligence via research, and build personalized playbooks per account tier. You get ABM tooling, content templates, and a collaboration framework between marketing and sales that actually works.
Learn more
Wil je weten hoe je account-based marketing (abm) effectief inzet in jouw organisatie? Neem contact op met Match-day.
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