What is Account-Based Marketing?
Account-Based Marketing (ABM)
Account-based marketing is a strategy that focuses sales and marketing resources on a select number of accounts within a market. The selected accounts might be called Key Accounts or Target Accounts and are typically a smaller piece of the entire market
Rather than focusing on a single person or lead, ABM strategies consider the entire buying committee at the account when conducting sales and marketing activities.
The buying committee might include several people from within a single job function, like marketing or HR, and across seniority levels. At large organizations, there might be different buying committees across lines of business or job functions.
ABM helps to navigate the buying process so you can communicate value throughout the entire buying committee. This practice can be used to target prospects or existing customers alike.
Does Bay MarketForce Run ABM Campaigns?
Yes. At Bay MarketForce, we run account-based marketing campaigns for sales development and appointment setting purposes. Our goal during those campaigns is to qualify target accounts, identify pain points, and make sure there is a need for our clients services.