Account Based Marketing (ABM) has been around for some time but has gained momentum as new technologies, designed to facilitate large scale, targeted ABM programs, have emerged.
ABM focuses on accounts with the highest potential value and aims to build an in-depth understanding to support a targeted ‘one to one’ approach. A small set of key accounts is handled as a single market, with market research informing strategies to address the client’s particular business goals. The strategy aligns across sales and marketing providing a sustainable approach to increased growth and profitability.
Whilst new technologies have made ABM a bit of a buzzword, there are still barriers to successful implementation for many businesses, including data quality, systems integration and an aligned sales and marketing strategy.
Irrespective of the enabling technologies, the underlying principles of ABM are grounded in marketing best practice encompassing data and insight, profiling and segmentation, targeting and personalisation. In fact, if you take a closer look, traditional marketing techniques, including telemarketing, have much to offer in supporting ABM strategies.
In our guide, we look at six fundamental requirements of successful ABM, and how these neatly dovetail with the key attributes of the telemarketing channel.
You will learn how to
Identify and prioritise the right accounts – those that will become profitable customers.
Align your resources accordingly around a customer-centric approach.
Become a trusted, long-term partner rather than a short-term supplier.
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