According to the analyst, in fact, for ICT companies it is time to change the traditional techniques of demand generation and channel management: what has worked in the sector for 20 years is no longer effective today, due to disruption and a radical change in the habits of technology buyers. Broad-spectrum marketing campaigns are giving way to more russian phone number example personalized and targeted approaches, namely those of Account Based Marketing (ABM).
What is Account Based Marketing?
This is a B2B Marketing technique that uses campaigns that target a limited number of previously selected customers. According to the definition of ITSMA (IT Services Marketing Association), ABM considers “individual customers as markets”, meaning companies as customers: the B2B purchasing process involves a large number of figures within the same organization, all of which are relevant to successfully reaching the final goal, namely closing a contract.
How ABM works
ABM therefore overturns the traditional approach represented by the funnel-shaped Marketing Funnel, and leverages new Marketing Automation technologies , which allow for the more precise and timely identification of those prospect companies that show a high propensity to purchase, to create detailed profiles of the Buyer Personas and therefore to engage them in a more effective and systematic way.
The Road to Account Based Marketing
However, the road is not easy and it would be wrong to consider ABM as the panacea for all the ills of lead generation or just a new sales technique. According to a Forrester survey, 53% of marketers believe that there is still a lot of confusion around the term ABM, often used inappropriately.
Analysts point out that the success of ABM begins by clearly defining the objectives you want to achieve, which can be multiple. 60% of the marketers interviewed aim at customer retention , loyalty and satisfaction , 59% aim at cross-selling and upselling and just as many want to attract new key accounts. It is therefore necessary to first focus on what you want to achieve and identify the right metrics.