Account-based marketing (ABM), also known as key account marketing, is a strategic approach to business marketing in which an organization considers and communicates with individual prospect or customer accounts as markets of one. The popularity of this approach is growing, with companies such as HP, Progress Software and Xerox reported to be leading the way.
Source :
http://en.wikipedia.org/wiki/Account-based_marketing
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ReplyDeleteI think account-based marketing (ABM) is particularly germane in this economy where retaining key existing customers is essential not only for growth but for survival; secondly account-based marketing can be very efficient, in particular if you apply what you learn from ABM to the rest of your current customers and key prospects. There is a new LinkedIn group for Account-based Marketing where there a dialogue is forming. I think we're going to see more and more marketers focus on applying this technique as budgets continue to get squeezed while revenue targets remain neutral.
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