Account Based Marketing
The account-based marketing (ABM) strategy is a long-term plan that identifies, develops and maintains customer relationships by targeting specific accounts. It’s important to continually follow the right steps, test and optimize your campaigns, to ensure positive results. There are three main ways ABM can work between the two teams:
One-to-one. A dedicated senior marketer will work with the account team to find the best strategy.?
One-to-few. A marketer will work with 5-15 accounts, usually in the same industry and experiencing similar issues.?
One-to-many. Working with a high number of carefully selected accounts. For high-value prospects, it may be better to use the one-to-one or one-to-few methods so the marketing team can personalize the campaign accordingly.?
By using one of these methods, you can focus on finding out what your prospects need/want and then providing that information through email campaigns and demand generation activities.