BOSTON – July 1, 2009 – In the rush to new marketing channels like social media, some eternal verities are highly productive techniques are sometimes overlooked. Account-based Marketing or ABM is one of the most effective methods of maximizing the value of both new and existing customer relationships. This report on Account-based Marketing defines the practice as:
- The next step in narrowing marketing’s focus from markets, to segments, to target accounts, and ultimately to individual decision makers.
- The use of 1-to-1 marketing principles by companies that sell to other companies (B2B) or sell through other companies to the end-user (B2B2C)
- The integration of marketing with traditional strategic selling processes like Target Account Selling (TAS), Miller Heiman, Huthwaite International’s SPIN, and Key Account Management (KAM)
- A key payoff for ongoing investments in data quality, customer analytics, customer segmentation, and database marketing
- Reconstructive surgery for broken sales and marketing relationships
This report considers account-based marketing as a step towards a more generalized approach to sustainable marketing and is available on the Extraprise Webiste.
About Extraprise Extraprise® provides the people, processes, and technologies that create data-driven marketing organizations. We deliver marketing management, campaign management, response management, demand management, and data management services for some of the top US-based companies. We deliver solutions using Siebel Marketing and Analytics and our own hosted platform (Insight-to-Interaction). We have successfully completed over 700 engagements for more than 200 companies. For more information, visit www.extraprise.com.
