To achieve this, companies invest a lot of time and money in honduras phone number list marketing. One of the most effective strategies today is Account Based Marketing (ABM) .
It is particularly interesting in B2B marketing strategies, which involve combining the efforts of the sales and marketing departments to pursue a long-term increase in business volume, promote customer satisfaction and increase turnover.
What is Account-based Marketing (ABM)?
According to different sources such as the technology company Oracle, “ ABM is a strategic approach focused on B2B marketing that unites sales and marketing. It is about focusing on the right potential customers, instead of focusing on the maximum number of potential customers . ”
When a company bases its marketing strategy on ABM , it uses specific marketing resources on specific accounts and their contacts.
For this strategy to be effective, marketing and sales teams need to align to serve the right message and content to the right person in an account.
The ABM marketing strategy allows marketing and sales actions to be focused on those that have the most value for the company itself and on those who may be most interested in the products and services being offered.
ABM brings many advantages to companies that apply it .
Benefits of ABM
These are the most notable advantages that this marketing strategy brings to organizations:
1.- Marketing alignment and benefits. Both departments remain focused on the same objective.
2.- Attracts higher value accounts: The relevance of the business among those accounts that have more value experiences a significant increase.
3.- Provides consistent customer experiences. Customer satisfaction is improved and the customer feels more attracted to the company that is offering the service or product.
4.- Measures the return on investment (ROI). It helps companies know whether the money invested has had a greater or lesser return in the form of sales.
5.- Simplifies the sales cycle. Reduces the complexity of the cycle to increase efficiency and effectiveness.
6.- Expands the business. A stronger link between the organization and the target account allows for increased sales and business expansion.
ABM is also very useful when combined with Inbound Marketing, as it allows these benefits to be expanded.
The benefits of Inbound Marketing and ABM
These two marketing strategies are highly effective when combined with each other due to the following advantages they offer:
1.- Capture the attention of target accounts: While Inbound Marketing is responsible for attracting the customer's attention, ABM accelerates the customer-based cycle so that the company can win the account.
2.- Expand the radius of action: When an Inbound Marketing strategy is implemented at the same time as ABM, you are able to attract a wider group of prospects and capture opportunities that could be lost without the other strategy.
3.- Maximize the value of content: When applying Inbound Marketing and ABM , content has double value. Content works in both the Inbound and ABM strategies .
To begin implementing ABM and for organizations to benefit from all its advantages, they must take into account a specific roadmap based on seven stations.
