Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one.

1. Account Based Marketing
(ABM)
A focused approach to B2B marketing in which
marketing and sales teams work together to
target best-fit accounts and turn them into
customers.

2. TRADITIONAL MARKETING
Awareness
Interest
Consideration
Purchase
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02
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Money spread arbitrary

3. ACCOUNT-BASED MARKETING
Identify
Expand
Engage
Advocate
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Target, discover and spread wisely

4. Great Tightly Aligned
Sales and Marketing
Teams
More Efficient Use
of Marketing
Budget
Measurable
impact on
revenue
Better Customer
ExperienceShorter Sales
Cycles
ADVANTAGES

5. IT’S ALL SOUNDS PRETTY COOL... BUT HOW?
ABM
Identify
Expand
Engage
Advocate

6. Identify
Conduct a research with marketing and sales teams
Select and prioritize target accounts
Create a list of ideal customer profiles
Set goals & objectives

7. Expand
Add more contacts to target accounts
Create professional and personalized content to drive
engagement
Collect and retrieve contact information
CRM Data enrichment
Choose technology and messaging

8. Engage
Engagement on social media
Paid advertising to reach contacts at target accounts
Use direct mail
Marketing automation to deliver personalized ads
Measure engagement with content

9. Advocate
Use current customers to boost word of mouth
Define customers as target accounts
Repeat the ABM process on customers and turn them into
advocates of your brand

10. And most importantly… Measure.
Constant measurement gives sales important insights
about specific problems, how many engagements were
made and allows us to improve our marketing campaigns.

11. Keep in touch