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Account-based marketing

Account-based marketing, or ABM for short, is a strategy primarily used in B2B. The strategy focuses on each individual customer in order to personalise the message and sales based on their characteristics and needs. In this, selling to existing customers through cross-selling and upselling plays a major role.

Benefits of account-based marketing

Account-based marketing has a lot of advantages for a company, especially if the company deals with B2B sales and has large customers:

  • Personal. Because ABM focuses on the customer, the approach to selling is much more personal rather than generic. The message is focused specifically on the customer's values and needs.
  • Sales and marketing. For ABM, the marketing and sales departments join forces to create targeted and personalised campaigns together for specific customers, in order to move them through the pipeline.
  • Shorter sales cycle. The sales cycle will shorten as all prospects of a company can be addressed at the same time.
  • Higher ROI. ABM is one of the strategies that brings the highest return and ROI.
  • Targeted use of resources. Fewer resources and time are wasted on customers where the salesperson has little or no chance. These are used for specific customers, possibly freeing up time and resources to focus on other customers.

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