In addition to classic inbound marketing measures, more and more B2B providers are also using account-based marketing. As a unique Account Based Marketing in B2B marketing approach, account-based marketing is characterized by consistent customer orientation. The ideal customer profile is gradually replacing the established buyer persona in terms of importance. But what is it actually, what types are there and for which B2B providers is it worthwhile? What challenges does account-based marketing bring with it? And above all: what is new about account-based marketing?
- Account Based Marketing (ABM) is an efficient strategy not only for B2B providers with very large target accounts
- ABM is practiced in different forms
- It combines aspects of inbound finland phone number data marketing, lead management and key account management
- The changed collaboration between marketing and sales requires structural changes, also in B2B
The differences between Account Based Marketing (ABM) and Inbound Marketing are often described using a metaphor: while inbound the path from a cloud to a thunderstorm marketing casts a net in which hopefully some of the coveted fish get caught, ABM is a spear that is aimed specifically at the fattest fish.
Account-based marketing is a strategic approach in Account Based Marketing in B2B marketing in which accounts, i.e. individual companies or small groups of similar target companies, are viewed as an independent market. The accounts are addressed with individualized campaigns that are precisely tailored to their needs.
Three Types of Account Based Marketing
The US Information Technology Services Marketing Association (ITSMA) now distinguishes between three types of account-based marketing: one-to-one ABM, one-to-few ABM and one-to-many ABM. However, these are not mutually exclusive and can be used in parallel depending on the strategy.
One-to-One ABM:
In one-to-one ABM, a market consists of one target company. According to the ITSMA benchmark report, an average of 15 accounts are betting email list processed by a company. Account Based Marketing in B2B Communication with the target customers can still be done manually. The proportion of offline measures is still the highest here at 43%.
One-to-Few ABM:
With one-to-few ABM, small segments of similar target customers are addressed. According to the ITSMA benchmark, an average of 36 accounts are addressed here. Because customer groups are to be addressed in the same way, marketing automation using different software tools is more prevalent here. The proportion of online to offline measures is already significantly higher at 68%.
One-to-Many ABM:
With one-to-many ABM, larger account lists are processed with an average of around 900 accounts. The use of Martech with regard to both automated and personalized customer contact is unavoidable here. The proportion of online channels used is the highest at 81%. The transition to classic inbound marketing is fluid here depending on the degree of personalization.
ABM can therefore be used in a variety of Account Based Marketing in B2B companies with varying degrees of customization, depending on market requirements.