From the course: Marketing Strategy for Designers

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Account-based marketing (ABM)

Account-based marketing (ABM)

From the course: Marketing Strategy for Designers

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Account-based marketing (ABM)

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- [Instructor] Account based marketing, otherwise known as ABM is a B2B marketing strategy that focuses efforts on driving the purchase decisions for a small set of high value accounts. Marketers who employ an ABM strategy first identify key accounts that they believe can drive value for the organization. Once those accounts are determined, marketers focus their efforts on creating content and direct communications that capture the attention of this smaller group while bringing value to each target account in unique ways. For example, when the UX strategy and engineering firm, Intridia wanted the ad agency Ogilvy to hire them, they bought a billboard outside of Ogilvy's New York City office space that read 'Ogle this, Ogilvy.' A URL displayed under the text took visitors to a page of funny gifts and a personalized message asking Ogilvy to hire Intridia. This bold ABM strategy impressed Ogilvy and Intridia was quickly…

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