With account-based marketing, it’s all about targeting the right people with the right message at the right time through account-specific campaigns. The messaging and content need to be highly personalized and relevant usa mobile db to the contact.
According to Dave Chaffey, there are three types of ABM to consider: strategic ABM, ABM Lite, and programmatic ABM.
As you can see from the illustration below the investment and ROI go up when your teams focus on one-to-one accounts as opposed to a many-account, programmatic approach that uses automation.
In the
strategic approach, say an HR Manager in a target company downloaded an ebook on ‘How to Manage a Remote Team’. Using an ABM approach a salesperson could contact that individual by providing details of a relevant blog or offering a free consultation on training.