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BEST PRACTICES & STRATEGIES

Account-based marketing opposes

mass marketing

In the digital age, nobody wants to be approach harbors a tremendous opportunity to provide
overwhelmed with unspecified floods of offers customers with an experience that they have not known
anymore, rather everyone expects to be before.
addressed individually with solutions that are Wouldn’t you, for example, be excited when you sud-
perfectly tailored to their needs. Hence, the denly get offered a pair of shoes that fit you perfectly
motto “a lot helps a lot” no longer applies for and one that you had in mind when you were looking
marketing activities today. While mass marketing for new shoes online – instead of getting bored again
has led to enormous wastage for decades, a new and again with shoe offers that everybody is wearing?
approach is now experiencing an upswing. Well, this thought is the basic principle of ABM.

Account-based marketing, or ABM for short, promises If assumptions are made in inbound marketing, about
to address relevant content to the right recipients at the which topics could move as large a number of target
right time and on the preferred channel. Messages that customers as possible, specific target persons, current
companies send out are placed exactly where they company goals, and challenges are researched in the
have the greatest possible impact.
ABM and content is specifically geared to them. So, at
the point where the effectiveness of inbound marketing
At first glance, the development of scalable ABM pro-
cesses presents companies sometimes with major ends, namely when placing large-volume products and
challenges. Alone the idea that theoretically every ma- solutions with enterprise customers, a new focus on
jor customer receives an individual message sounds ABM seems to appear for many companies.
like a lot of effort and complicated at first, but such an

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