Account based marketing [ABM]
ABM eli Account Based Marketing tarkoittaa tarkkaan valituille, tietyille yrityksille tai kohderyhmille suunnattuna markkinointia. Yleisimmin sitä käytetään B2B-markkinoinnissa, kun potentiaalinen kohde on tiedossa.
ABM vaatii markkinoijalta kohderyhmien hyvää tuntemista. Sen ylivoimainen etu on räätälöinti, vastakohtana suuren yleisön massamarkkinoinnille. Nykyteknologia on mahdollistanut ABM:lle uusia, jopa henkilökohtaisia kohdistuskeinoja.
Katso video siitä mikä tarkoittaa ABM eli account based marketing
Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one. Account-based marketing is typically employed in enterprise-level sales organizations.
Account based marketing can help companies to:[citation needed]
- Increase account relevance
- Engage earlier and higher with deals
- Align marketing activity with account strategies
- Get the best value out of marketing
- Inspire customers with compelling content
- Identify specific contacts, at specific companies, within a specific market
While business marketing is typically organized by industry, product/solution or channel (direct/social/PR), account-based marketing brings all of these together to focus on individual accounts. As markets become increasingly commoditized, customers see little or no difference between suppliers and their competitors, with price as the only obvious differentiator.