Marketers who have been in the field for a while have seen many marketing trends come and go, but account-based marketing (ABM) has proved to be a crucial tactic for building long-term relationships with large corporations.
Marketing and sales collaborate to target a specific group of stakeholders through account-based marketing. Ultimately, account-based marketing is about providing a full understanding of your buyers’ needs and building strong relationships with certain groups and accounts.
An ABM campaign focuses on the accounts you’re targeting, the message you want to convey to them, and the channel and way to share the message. Using account-based marketing will improve conversions because you can target entire groups based on accounts. ABM is an effective way to combine multiple sales departments’ efforts to close an account if multiple salespeople target different leads within a single company.