Why Account-Based Marketing is an Effective B2B Solution

There are a number of things that make B2B marketing different from consumer marketing. For one, B2B marketing tends to be more targeted. You don’t market to an ultra-wide spectrum. You focus on specific industries or personas that make the purchase decision.

Second, you realize early on that not all customers are equal. In most cases, only a few companies make up most of your revenue, while a broader set contributes what we call run-rate. Many B2B organizations segment their customers into different categories – one for the bigger market with smaller purchases and another for more profitable customers.

Third, a purchase decision is more complex and often involves multiple parties and longer sales cycles.

Account-based marketing (ABM) is a strategy where marketing and sales work together to create personalized experiences for your most valuable customers. In this article, we list down some of the characteristics of ABM.