Account-based marketing (ABM) and account-based engagement (ABE) are strategies that work together to build relationships with high-value accounts. ABM is a holistic strategy that focuses on creating personalized campaigns for target accounts. ABE is a more tactical approach that focuses on creating personalized experiences for each customer.
How they work together
- ABM Creates an overarching strategy for engaging with accounts. It uses personalized campaigns to target B2B customers across multiple channels.
- ABE Creates personalized experiences for each customer. It uses advanced technologies, analysis, and collaboration to deliver the right message at the right time.
Benefits
- Improved ROI ABE helps generate high-value leads, which can improve the ROI of marketing campaigns.
- Stronger relationships ABE helps build strong relationships with customers, which can lead to increased engagement and loyalty.
How to implement
- Analyze past and current client data
- Examine the behaviors and motivations of high-value accounts
- Use personalized campaigns based on the specific attributes and needs of the account
- Use a combination of digital and physical engagement
- Use B2B Marketing Analytics to help rank target accounts
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