In contrast, ABM is not quantitatively oriented, but is based on defining the target companies as precisely and qualitatively as possible. By working on the companies in more detail and defining decision-makers, the group of people addressed increases over time (reverse funnel).
In addition, the focus of ABM is not only on acquiring romania phone number list new customers, but also on expanding existing customers (“land and expand”). This aspect of existing customer development overlaps strongly with key account management, which is traditionally part of sales.
However, Account Based Marketing (ABM) goes further by strategically aligning the entire processing process, especially in terms of acquiring potential target customers. involved and influencing the purchasing decision process in the target company are addressed with suitable measures.
Conclusion
Account Based Marketing is therefore a targeted and integrative approach. It combines aspects of inbound marketing and lead management with the strengths of key account management, gradually dissolving the separation between marketing and sales. Due to the market characteristics of many B2B companies, Account Based Marketing is particularly suitable for B2B brands.