ABM (Account-Based Marketing), which has been popular since the 2000s in the United States, is now often heard in the B2B business scene in Japan. There are many list of armenia consumer email positive statistical results such as "the scale of projects has expanded" and "ROI has improved", and there are no doubt many managers and marketing personnel who are interested in ABM.
The 2020 STATE OF ABM REPORT, a survey on ABM conducted in 2020 by Terminus , a US ABM platform company , received responses from a wide range of industries, including technology companies, software companies, manufacturing, and services, and found that 94.2% of companies had introduced ABM .
In the United States, although the percentage is not across all industries, it appears that ABM has become a standard marketing strategy (the report analyzes that the impact of the coronavirus pandemic has accelerated its adoption).
In this article, we will explain what ABM is, as well as the criteria for deciding whether or not to adopt ABM in the first place, and the strategic thinking and tools required for ABM.
What is ABM (Account-Based Marketing)?
ABM (Account-Based Marketing) is a marketing strategy that focuses on specific target companies or organizations. With this strategy, you select companies that are likely to sign contracts (target accounts) and develop a personalized marketing strategy tailored to their specific needs and interests.
The concept of ABM was announced by the American company Momentum ITSMA in 2003. It is a marketing method that was summarized in a paper in 2004.
History of ABM Development
(Source: ITSMA " The Rise of Account-Based Marketing Timeline ")
With ABM, the marketing and sales departments narrow down the most important "target accounts (companies)" and "stakeholders (decision makers and related parties)" at an early stage and work together to approach them.
The accuracy of targeting varies slightly from company to company, and ITSMA, a US organization that introduced the concept of ABM in the early 2000s, classifies ABM into the following three types :
The three elements of ABM
(Source: ITSMA " Three types of account-based marketing ")
<Strategic ABM>
Create highly customized marketing plans for individual accounts and execute them one-on-one.
