A lot helps a lot? No, not in the digital age. Companies no longer want to be inundated with vague offers, but to be addressed individually with solutions that are even more tailored to their needs. If mass marketing has led to enormous wastage for decades, a new approach is now experiencing an upswing, with the help of which modern means of communication can be used and customer acquisition can be made more successful.
Account-based marketing (ABM) promises to address relevant content to the right recipients at the best time on the preferred channel. Messages that companies send out are thus placed exactly where they will have the greatest possible impact.
What are the challenges and best practices for this approach? Exciting article by Nicolas Wandschneider at marketing BÖRSE: