Account-based marketing (ABM) is a B2B marketing approach suitable for enterprise-level sales companies. ABM is a highly specialised marketing strategy that focuses its campaigns to specific customers. When a B2B uses this strategy, they treat the prospect or customer as the market itself. Usually it’s the marketing team that organises events, creates content, run audience based ad campaigns and arrange campaigns solely for the people in the key target organisation instead of the entire industry.
This type of marketing flips the traditional form on its head whereby the sales teams (or sales support) will sell to individuals based on the customer personas who have been targeted in a very specific way.
However it’s not for everyone and if you aren’t in the B2B industry, then ABM might not be for you. According to the findings of a research by the ITSMA, 97% of the respondents reported that they received higher returns on investments using this campaign model than the others.
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