Marketing is used to identify, engage, convert and retain specific target accounts: Identify . The ABM process begins with the identification of the potentially most profitable accounts: the marketing and sales teams align to design customized conversion paths on individual accounts Engage . Making engagement that stands the test of time is one of the specific tasks of ABM. The marketing and sales teams must oversee the channels on which customers are most active and build a solid relationship of complicity and trust with them Convert and retain . ABM doesn't stop when you generate a lead or close a deal with a customer. Sales and marketing don't just convert.
They work together to build long-term customer mobile number list loyalty But who are the customers of account based marketing? Simple, the accounts . In B2B, purchasing decisions are rarely made by individuals. Usually it's the groups that do it. Except in rare cases of companies with single decision makers, ABM is aimed at a group of figures, for example the entire purchasing department of a company. This allows to obtain very high quality insights, in line with company objectives. 14-2-23 [AML] - Site template templates (29) The inverted funnel, trademark of the ABM Account-based marketing turns the traditional sales funnel upside down , opening up a type of funnel known as an inverted funnel.
The account based marketing funnel is a cone with the tip pointing up. As Sangram Vajre explains in his Account-Based Marketing for Dummies : "The traditional lead-based marketing funnel has transformed with ABM into a cone, the tip of which represents the initial lead. This lead is the first contact, your target with similar accounts. That's why it's called account-based marketing. You first identify the accounts you want to engage with and then strategically target your marketing to them." The ABM treats individual accounts as marketplaces in their own right . This shift in focus translates into: Virtuous use of the marketing budget Shorter sales cycles Best Customer.