ABM Part 1: What Account-Based Marketing is and why it’s gaining momentum (11/6/15)


11-6More than 90% of marketers believe Account-Based Marketing (ABM) is a B2B must have in 2015. It started out as something only bigger corporations did to identify and target customers for high potential accounts, but now it is gaining momentum. ABM is a strategic approach to business marketing in which an organization considers and communicates with individual prospects or customer accounts as markets of one. The first step a company must take to participate in ABM is have a list of target accounts. This way they can start to form the marketing strategy and their tactics based off a collective group of people.

What makes this technique so refreshing is that it uses modern marketing technology. With a combination of real-time ad buying and IP-based identification, ABM can be highly effective and targeted. Think of it this way: you want to sell to a B2B tech firm and they’re in the right part of the buying cycle, but you want to reach all decision-makers of that one company. ABM allows you to show ads to only that company’s employees with a small budget. You might only reach a small percentage of those people, but it’s the right people at the right time.


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