Welcome Car Dealers, Marketing Directors and Internet Sales Managers
Econsultancy needs your help! We're undertaking a study into the best practices and pain-points of the account-based approach to customer acquistion and retention, and we'd like your input.
Are you familiar with account based marketing (ABM)? Do you have experience to share or questions you'd like answered? Please to let us know if you're open to a short interview with one of our researchers.
Our aim is to line up perspectives from within the still-nascent ABM industry - along with the view from outside - for a report that will look at account-based strategy holistically.
That means sourcing a variety of stakeholders - from industry leaders who have adopted an account-based approach, to ABM professionals' with a take on the future of their field and those B2B marketers who aren't yet sure if it's the right way to go.
How do you know when two marketers are talking about Account-based Marketing?" goes the new joke. "Their lips are moving"
Terrible jokes aside, "account based marketing" is sometimes criticized for being a new buzz term for an old approach; the idea of crafting individualized marketing strategies for specific accounts is as old as a handshake.
Enterprise-level organizations have long recognized the value in treating accounts as individual markets, paying managers handsomely to know the players and politics at key customers since the middle of the last century.
As markets commoditize and the distinctions between products shrink in the minds of consumers, ABM has grown in importance as a method of outbound targeting.
Increasing commoditization means B2B organizations have begun leaning on a specialized approach to gain, and retain, key accounts that may otherwise be lost to more competitive pricing.
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