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Rather, it’s not even a question, but a logical puzzle.
So, given: a large company with an expensive and complex product. All the efforts of inbound marketing for this company become a drop in the ocean. Marketing, of course, brings leads, but there are few of them norway consumer email list and they are not at all similar to potential customers of this company. In such a situation, key account marketing comes to the fore.
For B2B companies and companies with a complex product, the key indicator of the effectiveness of marketing expenses is the concluded deal. If the deal is not closed, then the number of leads received is not so important. Inbound marketing shows low results in this situation. Despite accurate metrics and targeted advertising settings, average mechanics are not able to "hook" key clients. Another problem is that there is not always an obvious difference between the person you are negotiating with and the company's stakeholder - the link in the deal on which the success of the entire operation will directly depend. It takes a lot of time to reach the decision maker, and often competitors are faster. And this is where key account marketing comes to the rescue.
Key account marketing helps to reduce the time frame and bring you to the deal, introducing you in absentia to the company's decision maker, on whom the decision will depend. How is this possible? It's all about the selective techniques and mechanics that ABM uses. With its help, you can easily step over several filter people, on which all your competitors will get stuck, and get directly to the right person. ABM marketing is not a magic pill, swallowing which you will gain superpowers, it is a well-built strategy based on analytics and experience of interaction with key clients.