Better collaboration
Posted: Mon Dec 23, 2024 7:09 am
Account based marketing is a strategic approach to marketing in which an organization communicates very specifically with an individual prospect or customer account. – Ayoun
Ben Ayoun predicts that more and more marketers will better understand the importance of ABM in the coming years. The growing interest in ABM will ensure better collaboration between marketing and sales. This will make it possible to accurately identify and map accounts, and to align marketing and sales initiatives throughout the entire buyer journey . It is not without reason that Hans Molenaar , core lecturer and director of Beeckestijn Business School and chairman of the Platform for Innovation in Marketing (PIM), points out in his break-out session that an increasing part of the marketing and sales funnel now belongs to the hospital email list marketing function within a company. Or, in the words of Carl Berglund: “ Marketing is getting closer and closer to revenue. ”
Marketing is getting closer and closer to revenue. –Carl Berglund
Long sales cycle
More and more, a personalized approach is essential to attract the attention of a buyer, says Ben Ayoun in ' Beyond the Hype '. Account-based marketing seems to be the goose that lays the golden eggs. But this does not mean that ABM is a good solution for all B2B companies. If the customer value is relatively low or you sell a product or service to a wide variety of target groups, then ABM has less added value. Berglund, who until recently worked at the international ABM agency Vendemore , is somewhat more specific and sees opportunities for ABM in companies with a long sales cycle and many formal and informal stakeholders. "In a complex environment with many players where consensus and trust play a role. So not transactional B2B."
Strategy
Although ABM is rapidly growing in popularity, marketers would do well to develop a good strategy first. It is also important that companies have their data in order and that attractive, relevant content is ready. Once these conditions are met, marketers can use ABM tools to target accounts accurately and efficiently, says Ben Ayoun. Berglund believes that the alignment between sales and marketing is an important condition, as is openness towards each other.
Ben Ayoun predicts that more and more marketers will better understand the importance of ABM in the coming years. The growing interest in ABM will ensure better collaboration between marketing and sales. This will make it possible to accurately identify and map accounts, and to align marketing and sales initiatives throughout the entire buyer journey . It is not without reason that Hans Molenaar , core lecturer and director of Beeckestijn Business School and chairman of the Platform for Innovation in Marketing (PIM), points out in his break-out session that an increasing part of the marketing and sales funnel now belongs to the hospital email list marketing function within a company. Or, in the words of Carl Berglund: “ Marketing is getting closer and closer to revenue. ”
Marketing is getting closer and closer to revenue. –Carl Berglund
Long sales cycle
More and more, a personalized approach is essential to attract the attention of a buyer, says Ben Ayoun in ' Beyond the Hype '. Account-based marketing seems to be the goose that lays the golden eggs. But this does not mean that ABM is a good solution for all B2B companies. If the customer value is relatively low or you sell a product or service to a wide variety of target groups, then ABM has less added value. Berglund, who until recently worked at the international ABM agency Vendemore , is somewhat more specific and sees opportunities for ABM in companies with a long sales cycle and many formal and informal stakeholders. "In a complex environment with many players where consensus and trust play a role. So not transactional B2B."
Strategy
Although ABM is rapidly growing in popularity, marketers would do well to develop a good strategy first. It is also important that companies have their data in order and that attractive, relevant content is ready. Once these conditions are met, marketers can use ABM tools to target accounts accurately and efficiently, says Ben Ayoun. Berglund believes that the alignment between sales and marketing is an important condition, as is openness towards each other.