What is ABM
Account-Based Marketing (ABM), or account-based marketing, is a marketing strategy focused on targeting specific accounts through highly personalized campaigns.
It is a strategy made together by the marketing, sales, and customer success teams, with the aim of attracting, converting, and retaining customers. Due to the high level of personalization involved, the approach is focused on quality, not quantity.
Advantages of ABM
Only qualified leads in the sales funnel
Less churn and more customer retention
Increase in expansion and average ticket
Think of a decision-maker in a company who, daily, receives various friend requests and sponsored messages on LinkedIn, cold business calls from contacts they don't know, emails where the personalization is nothing more than a “Hello, [first name]”. These communications often offer products or services that don't even address their current pain points. Add to this the packed schedule that this type of professional usually has, and you have a commercial disaster.
This is why ABM is a great way to stand out. The approach involves tailor-made interactions for each potential client, taking into account the characteristics of each one of them.
ABM and other strategies
What is the best marketing? Which one should I invest in? The answer to this question is not simple: it will depend on the objectives and characteristics of each business.
Inbound Marketing, for example, is a more comprehensive strategy that can be used by various business profiles. In the case of companies that make complex sales, B2B, with long sales cycles, high average ticket, and a large number of decision-makers involved, the most recommended is ABM.
This does not mean, however, that the initiatives are exclusive. In many cases, it may be interesting to combine them.
What is the best marketing? Which one should I invest in? The answer to this question is not simple: it will depend on the objectives and characteristics of each business.
The 5 Steps of ABM
For whom is
Account-Based Marketing is not suitable for every business. But it works incredibly well when the company meets certain specific criteria.
So, before implementing the strategy, make an analysis. ABM is indicated if you:
Works in the B2B market
It has high ticket sales
There are long sales cycles
Learn more about ABM
ABM Podcast in Practice
Recorded classes to study at your own pace and according to your convenience
ABM Video Channel
It takes place in a physical location and offers direct interaction between students and teachers.
Watch now
