Match concentrated effort to a specific account opportunity
A significant sales opportunity, lost momentum with a top-tier account or difficulty making your message relevant to particular clients can justify account-based marketing. The Frameworks argues that ABM is a strategic brand communication exercise, not a target list with better creative. The starting point is identifying which accounts matter to growth and understanding who influences their decisions.
For a stalled relationship, the purpose may be to regain status and revenue. For a major sales opportunity, the purpose may be to position your offer around the customer's requirements. The Frameworks builds one-to-one or one-to-few programmes to strengthen relationships and move specific accounts forward. Because ABM is more involved than other forms of marketing, the investment should address a specific, high-value challenge that usual approaches cannot handle, rather than a general desire for greater visibility.
Sources: Understanding ABM in five steps, Account-Based Marketing | The Frameworks