These days, many companies are trying to growth hack their way to the top.
If you’re a B2B marketer, you may attempt to make a viral video, or better yet, use a strategic account based approach to engage with prospects. ABM, or Account Based Marketing, has risen in popularity in the past couple years because it’s effective in providing a genuine, tailored approach to educating and converting customers. ABM utilizes best practices in personalizing outbound messages and website content that are crafted for a customer’s industry to be more relevant and close deals faster. It’s about making them feel like a trusted partner speaking with them, not at them.
So now with the Customer Success revolution where shared goals and personalized service is key to high renewal rates, ABM is taking new shape. Account-based management is what B2B-folks are beginning to focus on to ensure each individual customer’s goals are met. Make the customer successful first and in turn, you will be successful. It’s not enough to attract the account with a personalized message and then deliver generic, blanketed service to keep the customer – especially if you run on a subscription model and/or if this is a strategic or high-spending account…
