Account Based Marketing and how to set up an ABM based strategy Serena M. Calabro Published by Serena M. Calabrò account based marketing COVER Account Based Marketing, which developed in the early 90s in response to the need for greater personalization of B2B and B2C companies, uses dedicated marketing strategies, designed to offer a group of users a solution that is as personalized as possible. It is aimed at a specific target of potential customers , which is selected on the basis of the greater probability of growth and conversion it offers. Account Based Marketing can be easily integrated with pre-existing CRM solutions . It allows you to implement multi-channel marketing campaigns, with which to.
Differentiate the promotional strategy based on each customer mobile number list and the communication channel (social networks, smartphones, computers, etc.). In terms of technological development, Account Based Marketing has roots that we would dare to define as "ancient", but it is in the recent past that it has begun to enjoy enormous success. Certainly thanks to the pandemic, in the last two years the request from customers to be able to continue to take advantage of numerous services remotely and to make online purchases without leaving home has increased dramatically. It is the new normal, which can no longer be considered a passing phenomenon or a temporary reality dictated by exceptional.
The high circumstances It is rather something that has permanently changed the relationship between brands and customers. Herein lies the real turning point for ABM.has become indispensable, more and more companies have realized that Account Based Marketing is one of the best approaches in a digital environment, effective for personalizing the offer and for ensuring customer loyalty in the medium-term. long run . To deepen the ABM we will focus on some key points.