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Account Based Marketing

By Shannan Hearne, Summit Technologies Marketing Specialist

Account-based marketing (ABM) is a powerful B2B marketing strategy that aims to target specific customers or accounts. Instead of using broad-based campaigns, ABM uses personalized campaigns to engage accounts with a unique approach, building trust and increasing customer relationships' lifetime value.

Account based marketing with Salesforce

ABM is not limited to the marketing team, but involves close alignment across the marketing, sales, and service teams to target accounts and ensure a seamless experience.

The three types of ABM programs are 1-to-1, 1-to-few, and 1-to-many programs, which vary based on your business goals.

To implement a successful ABM strategy, you need a customer relationship management (CRM) solution and a marketing automation platform to deliver a personalized and relevant message to the right accounts at the right moments. Salesforce CRM and Salesforce Marketing Cloud or Salesforce Account Engagement are great tools for account based marketing.

AI tools like Salesforce Einstein can make identifying target accounts more efficient by providing insights and a clear rubric to engage the best accounts. Once you've identified the accounts you want to target and developed an understanding of their needs and preferences, these accounts can be used as templates to build lookalike audiences for one-to-few or one-to-many ABM programs.

ABM is ultimately about being account-centric, where your buyers are at the center of every interaction.

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