Account-based marketing (ABM) is a widely spread & successful marketing strategy that is commonly used for B2B approaches and sales conversions within a certain market. ABM concentrates its actions and resources around a group of target accounts (email addresses) that receive personalised brand communication and content campaigns, designed to engage each account, basing the marketing message on the specific attributes and needs of the account.
Account-based marketing offers many benefits over other marketing approaches because:
1. It goes beyond lead generation, using a more holistic view of the marketing strategy.
2. It allows you to market to existing customer accounts, encouraging upselling & cross-selling, giving you the key to getting the most value from clients.
3. Account-based marketing is particularly useful for converting warm and identified leads into a sale.