In our last webinar with bvik – The Industry Association for Communication and Marketing, we discussed “Why Account Based Marketing Improves the Collaboration between Marketing and Sales”. Together with Prof. Dr. Markus Besenbeck, Professor for B2B Marketing & Sales at the TH Würzburg-Schweinfurt and Hannah Burbaum, Business Unit Lead Strategy & Consulting at Cloudbridge, we were able to gain some important insights.
More revenue through collaboration between marketing and sales
Account Based Marketing (ABM) is not a solo effort, but an interaction between marketing and sales. It requires a common goal to achieve quick wins that have a direct positive impact on sales.
A revealing study by the University of Würzburg has shown that a one-size-fits-all approach is not successful. Instead, it is necessary to develop an individual strategy tailored to the customer, with close coordination between marketing and sales. Data and information are the key to success, and customised content is the icing on the cake.
To implement ABM successfully, we also learned some practical steps from a customer case study, such as conducting a stakeholder analysis, network analysis, using communication pillars and channels, running targeted ads on LinkedIn, participating in networking events, and creating individual landing zones for customers.
In short, ABM becomes ABMS – Account Based Marketing & Sales, also known as Account Based SMarketing.