Accelerate Account-Based Marketing: Cultivate Clients with Market Data as Part of Your ABM
Posted: Sat Dec 28, 2024 9:37 am
Account-based marketing (“ABM”) is a strategic B2B marketing approach that targets a single company, division, or individual within a company. As such, it deploys far more targeted tactics than general marketing, designing campaigns around names and emails, individualized value propositions, and highly specific personas.
“Share of wallet” is one of the most important measures for developing an account and cultivating a lasting relationship. But it too often gets short-shifted as an element of ABM. Our experience has been that sales and marketing advantages of using our fantuan datadase teams promoting IT often group existing accounts by vertical or size to allow for the creation of base content that can be refurbished or quickly personalized for specific customers. The focus tends to be on ranking customers by up- or cross-sell potential. Once complete, content creation kicks into gear.
But share of wallet can be taken further. IT suppliers can, of course, use share of wallet to better assess the potential for up-sells and cross-sells. But it can – and should – also be used to identify which clients deserve five-star service and which clients may need to be cut loose to free resources for others.
“Share of wallet” is one of the most important measures for developing an account and cultivating a lasting relationship. But it too often gets short-shifted as an element of ABM. Our experience has been that sales and marketing advantages of using our fantuan datadase teams promoting IT often group existing accounts by vertical or size to allow for the creation of base content that can be refurbished or quickly personalized for specific customers. The focus tends to be on ranking customers by up- or cross-sell potential. Once complete, content creation kicks into gear.
But share of wallet can be taken further. IT suppliers can, of course, use share of wallet to better assess the potential for up-sells and cross-sells. But it can – and should – also be used to identify which clients deserve five-star service and which clients may need to be cut loose to free resources for others.