Account-based management as a strategy for b2b companies

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Account -Based Management , also known as ABM, is a term coined by marketing teams and departments whose function is to segment in such a precise and concrete way that each type of client, or target client, is provided with exactly the content that interests them or that they need so that, as a direct consequence, conversion will be much higher.

The most targeted term that best applies to marketing departments is Account-Based Marketing , however, this same methodology and strategy can also be applied to other teams, such as the sales or commercial department, HR, administration, finance, etc.

Objectives of Account-Based Management
The objectives (Generic: without going into detail about each department in question) that we pursue with Account-Based Management are:

Improve and optimize communication between departments . For example: The sales team should not be independent, but should be aligned with the marketing department (what products or services we promote, and when), with the financial department (with what margin we can sell and how much discount we can apply), with administration (due dates, delivery notes, stock, etc.), etc. This same case can be applied to any other internal department of the company.
Segment different types of customers (including internal customers – employees) to provide them with the service, information or tools they need at any given time.
Identify the objectives of each department , and the global corporate objectives.
Plan an action plan , or business plan, in which all departments work towards the same objective, with the same interests, have all their requirements and do so at the same pace.
Train the departments and their teams , since the team's strength lies in its weakest link.
Etc…
Account-Based Management as a B2B strategy
Account -Based Management in B2B companies seeks to achieve cyprus whatsapp data a high level of personalization of the content we provide to both customers and employees (tools, services, training, processes, reports, etc.) in order to achieve a complete integration of all corporate processes and procedures, achieving a higher rate of customer penetration and loyalty among all departments, which has a direct impact on the return on investment, or ROI.

In marketing, return on investment is called ROMI, and here we explain what it is and how it helps control digital investment.

Account-Based Management Example
In the case of DRV Systems, we have been developing commercial prospecting and demand generation services for over a decade, which have evolved over time, and with them the reports and information we provide to our clients.

These reports are a clear example of Account-Based Management, not only because they are real-time reports, which is great, but also because they are completely customized. For example:

Client A requests a demand generation campaign to offer a new range of devices for video conferencing and video collaboration, and for this they ask us to:
Prospecting of 1,000 retail companies, with the CIO or IT manager as target interlocutors.
We would like to present solution “X” to our interlocutors from textile companies with more than 500 employees and registered offices in northern Spain, and do so during Q1 and Q2.
We would like to inform our partners in food companies in the north of Spain, with at least 100 employees, about solution “Y”, during Q1 and Q4.
The “Y” solution is also of interest to distribution companies located in the Levante area, but we will do so during Q2.
And the “Z” solution is aimed at IT departments of textile and food companies with less than 50 employees in central Spain and we want to launch a campaign throughout the year.
In addition, we want all this in a report where we can apply filters according to the type of segmentation and prospecting results.
report leads drvsistemas | DRV

Client B requests a commercial prospecting campaign and B2B market study to determine the penetration rate of a product or service in a specific area of ​​the country, and to do so, he asks us to:
How many companies have shown short-term interest?
How many companies have shown interest in the medium and long term?
Of these companies, how many are interested in a period of 3 to 6 months?
How many from 6 to 12 months
And how many at +12 months.
How many companies have refused or are not interested?
Of these companies, how many are already covered or have already contracted it?
How many have it outsourced?
How many manage it internally?
How many companies does it not apply to?
Because.
Customer comment: Thanks to your services you have saved us 2 million euros.

As you can imagine, each client or company has its own requirements and needs, and while the client requests to personalize the service they are going to hire, it is also important that the prospecting campaign is personalized according to the type of target client, timing, etc.