Account Based Marketing

Account Based Marketing or ABM is a specialized marketing strategy within the B2B segment where marketing and sales work together on value creation. This happens by choosing your company’s key accounts, present or not, and using them as a base for the future customers you’d like to have. By analyzing your key accounts, Account Based Marketing is then used to pinpoint other similar potential customers and, if necessary, segment them into relevant groups.

When you’re using Account Based Marketing, you’re segmenting potential and present customers into groups or individual customers and dividing them into separate accounts based on their similarities and adjusting the marketing effort accordingly at the same time as resources are utilized in the best possible way to create value for your company. This is why it’s named Account Based Marketing.

With ABM your company utilizes its resources to target the most valuable customers as opposed to a more traditional marketing strategy where you, to put it bluntly, shoot from the hip. It is justifiable to give your most valuable customers each an account, but usually, the company’s resources are best used by collecting comparable customers in specific accounts. 

When marketing in their work with Account Based Marketing points to a potential customer as being ready for sale, the customer is passed on to the sales department. Based on marketing’s previous work where they have familiarized themselves with the customer and made analyses, the sales department gets the best possible odds to make the sale as this accumulated knowledge can be used to adjust the sales department’s work towards this potential customer. But ABM does not end with the sale.

ABM continues after a customer has made a purchase. With ABM your company can ensure a permanent place at “top of mind” with their current customers, give them special advantages and create loyalty to your brand. In this way ABM doesn’t just help your company gain new customers, but also to build long term and valuable relationships.

At Frontpage we offer to set up ABM for your company and to monitor the effort and advise about everything related to ABM.