{"id":5356,"date":"2024-08-13T14:46:06","date_gmt":"2024-08-13T12:46:06","guid":{"rendered":"https:\/\/yetiz.dev.yetiz.pl\/account-based-marketing\/"},"modified":"2025-02-06T14:40:24","modified_gmt":"2025-02-06T13:40:24","slug":"account-based-marketing","status":"publish","type":"page","link":"https:\/\/yetiz.dev.yetiz.pl\/en\/account-based-marketing\/","title":{"rendered":"Account Based Marketing"},"content":{"rendered":"\n
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Account Based
\nMarketing<\/h1>\n

Account-Based Marketing is an alternative to lead generation tactics in B2B. The ABM approach focuses on acquiring and scaling selected, key clients*, rather than engaging in broad communication aimed at the wider market.<\/p>\n\n

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*For simplicity, the term “client” is used, but in ABM, work is conducted on accounts. An account can refer to an entire company or a specific entity within an organization.<\/p>\n <\/div>\n <\/div>\n <\/div>\n

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What characterizes ABM?<\/strong><\/h2>\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n
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Personalisation<\/strong><\/h3>\n

ABM allows you to tailor communication and offers to specific customers or market segments. This means that marketing and sales are tailored to the unique needs and challenges of customers.<\/p>\n \n \n <\/div>\n\n <\/div>\n\n \n \n \n

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Efficiency and effectiveness<\/strong><\/h3>\n

Focusing on selected key customers leads to increased ROI (return on investment). Instead of wasting time and resources on inappropriate contacts, the team can focus on those that have the greatest potential.<\/p>\n \n \n <\/div>\n\n <\/div>\n\n \n \n \n

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Collaboration between teams<\/strong><\/h3>\n

The ABM approach requires close collaboration between marketing and sales teams, which leads to a more consistent, credible message and a better customer experience.<\/p>\n \n \n <\/div>\n\n <\/div>\n\n \n \n \n

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Assessing and measuring success<\/strong><\/h3>\n

Since ABM activities focus on specific clients, it facilitates tracking and evaluating the effectiveness of marketing efforts at various stages of the sales funnel.<\/p>\n \n \n <\/div>\n\n <\/div>\n\n \n \n \n

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Customer relations<\/strong><\/h3>\n

Targeting efforts towards specific clients and delivering personalized solutions facilitates building stronger and more lasting relationships.<\/p>\n \n \n <\/div>\n\n <\/div>\n\n \n \n\n <\/div>\n <\/div>\n<\/div>\n\n\n

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Why is Account-Based Marketing the future of B2B marketing?
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Changes the approach to marketing<\/strong><\/h3>\n

The classic approach to B2B marketing through lead generation is becoming increasingly challenging and less profitable. Often, only a\u00a0small percentage of generated leads convert into customers.<\/p>\n \n <\/div>\n <\/div>\n <\/div>\n <\/div>\n\n \n

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Enables an increase in return on investment (ROI)<\/strong><\/h3>\n

Already, over\u00a075%\u00a0of companies achieve a\u00a0higher return on investment (ROI) by implementing ABM. As much as\u00a045% achieve more than double the ROI!\u00a0[Source: Raising the Game with ABM 2018, ABM Benchmark Study]<\/p>\n \n <\/div>\n <\/div>\n <\/div>\n <\/div>\n\n \n

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Improves the quality of relationships<\/strong><\/h3>\n

An increasing importance in business is placed on human-to-human (H2H) marketing. Companies that focus on human experiences have a greater chance of achieving better results in terms of revenue growth and generating sales faster than those that do not!<\/p>\n \n <\/div>\n <\/div>\n <\/div>\n <\/div>\n\n \n

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Facilitates the development of new solutions<\/strong><\/h3>\n

57% of companies believe that the use of ABM has led not only to acquiring or scaling customers, but also to the development of valuable, new solutions for the company that can be more widely introduced to the market [Source: Raising the Game with ABM 2018, ABM Benchmark Study].<\/p>\n \n <\/div>\n <\/div>\n <\/div>\n <\/div>\n\n \n\n <\/div>\n <\/div>\n<\/div>\n\n\n

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About ABM<\/strong><\/h2>\n <\/div>\n <\/div>\n <\/div>\n<\/div>\n\n\n
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ABM is the process of developing and implementing highly personalized marketing and sales programs. It is an alternative approach to lead generation, so if you are not satisfied with the quality of leads generated, you definitely need to explore this!<\/p>\n

In a\u00a0few words, ABM is:<\/strong><\/p>\n