ABM

They say B2B communications are getting more and more similar to B2C with its emotions and vivid creativity. But one difference remains: while B2C gladly stays anonymous, because, in its extrema, it needs every, absolutely every customer in the world, with B2B there is another story. Here, it’s often possible to list all the customers literally by name.

The concept of the targeted communications aimed at the specific customers, current or future, is called an account-based marketing (ABM), marketing for target customers. ABM differs from conventional marketing as a targeted laser-guided bomb strike differs from a carpet bombing.

In most cases, it is a direct communication with the target customer, and even if it is mediated by the media, the article on the site may be intended for one reader — the company, and online banner can ‘say hi’  to a certain person.

ABM communication works with the customer throughout the whole consumer journey, starting from the earliest stage. It is not divided into direct advertising, PR, BTL, events, and other tools, but only into the target customers. And then it surrounds them from all sides. It employs digital IP targeting technologies and real-time placements. It is oriented heavily on scoring a deal. In some cases, for example, with large and unapproachable companies, ABM shows such a ROI that could not be achieved with any other tool. In general, ABM and conventional marketing can be compared to fishing with a harpoon and with nets.

We do not yet have successful cases of ABM in PR. But we know how and really want to try. We would be happy to make such a project for your communication on favourable terms.

photo credit: _salomax Raisting IV via photopin (license)

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