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It is a strategic approach where sales and marketing join forces to focus on a group of stakeholders within an account,
rather than an individual. The goal is to have full visibility of these stakeholders, build relationships, open doors and
deepen engagement at speci c targeted accounts.
By investigating the targeted accounts and identifying the relevant buyers, you gain deeper insights into business
drivers, their current challenges and buying triggers.
These insights give the marketing team the opportunity to deliver personalized content for each speci c account.
Account-based marketing can be seen as an extremely focused, almost microscopic way, as well as a very strategic
way of inbound and outbound marketing.
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Account-based marketing brings focus and ef ciency in targeting the accounts you want to reach with your marketing
activities. You try to make connections that can start the interaction between the account and your company. These
interactions can grow in a deeper relationship that your sales team is looking for.
All activities are planned and measured based on clear commercial goals and outcomes. This is why it becomes
possible to show the ROI of your marketing activities and teamwork with sale.
Build your strategy for ABM success by taking the following steps:
Interested in starting with account-based marketing? Need help building your buyer personas and start with account-
based marketing? Contact one of our ABM experts.
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https://www.spotonvision.com/en/approach/account-based-marketing/ 3/5
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