What activities are used in Account Base Marketing?
Posted: Mon Jan 27, 2025 3:58 am
The activities through which the ABM marketing strategy is implemented are most often:
Market Analysis and Customer Account Identification : Companies analyze the market to identify potential customer accounts that are prime candidates for conversion or that deserve more attention.
Personalization of content and communication : Content and communication directed to the selected target group is tailored to the specific needs and interests of identified customer accounts.
Building relationships : Account Base Marketing focuses on building long-term relationships with key decision-makers in selected entities, using activities that specifically address individual needs. Offline cryptocurrency data activities are often used here, such as specialist events or industry conferences.
Segmentation of decision-makers : the specifics of functioning of large, strategic clients most often translate into a longer and more complex decision-making process, in which a broader "purchasing committee" takes part. This therefore requires simultaneous marketing activities to several people in key positions, representing the interests of various departments in the organization. For this purpose, marketing automation activities are most often used to facilitate segmentation and the preparation of separate messages for different groups of recipients.
What tools does ABM marketing use?
Conducting precise, individually profiled activities in relation to selected people and clients requires a lot of knowledge about them. Useful data is usually collected in an internal CRM system , which can additionally be integrated with marketing automation tools or constitute one comprehensive "organism" - such as HubSpot .
Thanks to this, sales and marketing departments have ongoing access to all necessary data about individual customers, and marketers can easily conduct activities, the information about which is recorded on the cards of individual contacts (Leads) and customers (Accounts).
Conducting this type of activities is also facilitated by Sales Navigator , a paid tool within the LinkedIn platform, thanks to which you can easily find companies of interest to you (Accounts), and then search for people of interest to you (Leads), as well as continuously monitor their activities, such as publications, changes in position or place of work, as well as information in the media.
Market Analysis and Customer Account Identification : Companies analyze the market to identify potential customer accounts that are prime candidates for conversion or that deserve more attention.
Personalization of content and communication : Content and communication directed to the selected target group is tailored to the specific needs and interests of identified customer accounts.
Building relationships : Account Base Marketing focuses on building long-term relationships with key decision-makers in selected entities, using activities that specifically address individual needs. Offline cryptocurrency data activities are often used here, such as specialist events or industry conferences.
Segmentation of decision-makers : the specifics of functioning of large, strategic clients most often translate into a longer and more complex decision-making process, in which a broader "purchasing committee" takes part. This therefore requires simultaneous marketing activities to several people in key positions, representing the interests of various departments in the organization. For this purpose, marketing automation activities are most often used to facilitate segmentation and the preparation of separate messages for different groups of recipients.
What tools does ABM marketing use?
Conducting precise, individually profiled activities in relation to selected people and clients requires a lot of knowledge about them. Useful data is usually collected in an internal CRM system , which can additionally be integrated with marketing automation tools or constitute one comprehensive "organism" - such as HubSpot .
Thanks to this, sales and marketing departments have ongoing access to all necessary data about individual customers, and marketers can easily conduct activities, the information about which is recorded on the cards of individual contacts (Leads) and customers (Accounts).
Conducting this type of activities is also facilitated by Sales Navigator , a paid tool within the LinkedIn platform, thanks to which you can easily find companies of interest to you (Accounts), and then search for people of interest to you (Leads), as well as continuously monitor their activities, such as publications, changes in position or place of work, as well as information in the media.