Complex propositions, long sales cycles and big customers make the tech sector a prime practitioner of Account Based Marketing (ABM). But what’s the best solution?
If you believe the old maxim that 80% of business comes from 20% of customers then the case for ABM grows even stronger. Whatever the actual percentages, it’s true to say that focussing on key account customers (and prospects) can deliver significant returns. Whether it’s time, effort or money, your level of investment in ABM determines the precision of any programme. From ‘lite’ account profiling to ‘up close and personal’, ABM can fall into one of four execution strategies. Each can work successfully but needs the right mix of content, communication, and collaboration.
