Account-based marketing is a B2B strategy in which the company considers a customer as if it were a market itself
CSC, Fujitsu, HP, Oracle or Microsoft are some of the companies that have adopted Account-Based Marketing (ABM).
In markets that tend to concentrate and where players have become larger and more complex; unlike the traditional marketing approach based on market segmentation, account-based-marketing focuses only on a given customer (prospect). For this customer, the company coordinates its marketing, sales, product and any ad hoc functions, to design a complete personalized approach strategy for this only customer.
Think about it for a second, when only 39 countries in the world have a GDP higher than Toyota's turnover, doesn’t it make sense to look at a customer like Toyota as a whole market?
Source et adaptation :
Bev Burgess, Driving B2B growth with account-based marketing, Market Leader, 2016
Simon Kelly, Paul Johnston, Stacey Danheiser, Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions, Springer, 2017
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