Account Based Marketing: What it is, how it works and its advantages
Posted: Thu Dec 05, 2024 10:10 am
If you're up to date with the latest in B2B marketing, you've probably heard of Account Based Marketing or ABM. It's one of the most revolutionary tools in the B2B market in the coming years, so today I'm going to tell you the key clues to get to know it.
Do you want to discover the main keys to carrying out a successful Account Based Marketing strategy? Click here and download a free and complete guide that will help you to cement your B2B marketing efforts.
What is account-based marketing?
What is Account Based Marketing?
1) It is based on collective decision making
Account Based Marketing is list of palestine consumer email on a very simple principle: purchasing decisions in B2B markets are not made by isolated individuals, but are the result of the work of a team . Therefore, if you focus your promotional efforts on a single person, you are missing out on very valuable opportunities.
The audience you want to reach with an ABM campaign is not made up of individuals, but of work teams or "accounts" : for example, the employees of a specific office of a multinational. Since many companies have their own address or IP addresses, it is easy to identify this group. Once we know which IP addresses we are interested in, we will publish campaigns that will be visible only to users with those IPs. In short, it is about targeting campaigns to a very specific audience in the most effective way possible.
By the way, you may have noticed that there are some parallels between marketing automation and ABM, but don’t be confused! The difference is that the former is based on the use of cookies, so you need to have previously interacted with the person you are going to target.
2) It is technologically innovative
In the world of digital marketing, it sometimes seems like a technological innovation is emerging every day. Some of these innovations improve existing tools, while others are a complete paradigm shift that changes the way we think about marketing. Account Based Marketing clearly falls into the latter group.
ABM uses real-time ad buying and IP-based targeting to create a highly accurate, real-time marketing technique. The result is small, low-budget campaigns that reach the right people at the right time. You may only get 40 impressions on an ad, but you know that every one of them matters.
Do you want to discover the main keys to carrying out a successful Account Based Marketing strategy? Click here and download a free and complete guide that will help you to cement your B2B marketing efforts.
What is account-based marketing?
What is Account Based Marketing?
1) It is based on collective decision making
Account Based Marketing is list of palestine consumer email on a very simple principle: purchasing decisions in B2B markets are not made by isolated individuals, but are the result of the work of a team . Therefore, if you focus your promotional efforts on a single person, you are missing out on very valuable opportunities.
The audience you want to reach with an ABM campaign is not made up of individuals, but of work teams or "accounts" : for example, the employees of a specific office of a multinational. Since many companies have their own address or IP addresses, it is easy to identify this group. Once we know which IP addresses we are interested in, we will publish campaigns that will be visible only to users with those IPs. In short, it is about targeting campaigns to a very specific audience in the most effective way possible.
By the way, you may have noticed that there are some parallels between marketing automation and ABM, but don’t be confused! The difference is that the former is based on the use of cookies, so you need to have previously interacted with the person you are going to target.
2) It is technologically innovative
In the world of digital marketing, it sometimes seems like a technological innovation is emerging every day. Some of these innovations improve existing tools, while others are a complete paradigm shift that changes the way we think about marketing. Account Based Marketing clearly falls into the latter group.
ABM uses real-time ad buying and IP-based targeting to create a highly accurate, real-time marketing technique. The result is small, low-budget campaigns that reach the right people at the right time. You may only get 40 impressions on an ad, but you know that every one of them matters.