Account-based marketing

By VAZT
Focus area Process; People
Functional area SALES & MARKETING;
Position statement Account-based marketing is a strategic approach to business marketing where messages and communications are targeted to individual accounts. The emphasis is on content – providing valuable information addressing the individual targeted prospect’s or customer’s business issues, before presenting products or solutions.
Executive Summary
 
Account-based marketing is a strategic approach to business marketing where messages and communications are targeted to individual accounts. The emphasis is on content – providing valuable information addressing the individual targeted prospect’s or customer’s business issues, before presenting products or solutions. 
 
Account-based marketing goes beyond generic marketing messages and product push to focus on the relationship, positioning the solution provider as a thought leader in the industry and personalizing messages.
 
B2B sales can be extremely complex as most solution providers have large portfolios with hundreds of marketing messages and value statements. This can lead to confusion at the point of sale. Often a sales rep is unable to articulate the best solution, while the prospect doesn’t see how the solution will fit or recognize the unique differentiation of the... More
Summary Account-based marketing is a new way of thinking about marketing and client relationships. It moves away from broad-brushed marketing messages and delivers content that will resonate with your prospects and draw them to your solution.
Ball Point Pen
  • Marketing Alignment Survey Results are automatically displayed.
  • Assessment to measure sales and marketing alignment Sales and marketing organizations have different goals, which can make it difficult to make sure they are in alignment. This situation assessment can measure the alignment of sales and marketing and help you determine how you can improve the success of your marketing and sales programs.
  • Client facing content assessment B2B content marketing provides your prospects with valuable information and positions your company as a thought leader in the industry. Content marketing differentiates your solution without directly selling features and functions. How does your client facing content stack up?
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