Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing in which an organisation considers and communicates with individual prospect or customer accounts as markets of one.
I don’t agree with this point – “markets of one”. I believe the account (company) is the primary form of segmentation, of marketing and sales activity as well as measurement. Is it not possible that there can be multiple objectives across an account? Would you treat an economic buyer the same as a technical evaluator? Or, is it possible that you’re trying to cross-sell from a successful installation in one team to a prospect team within the same organization?
In our About page, we take on the question “what is account based marketing?”. This is a great place to add your thoughts… do you agree with our assertions? Please let us know!