Account-based marketing (ABM)
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Account-based marketing (ABM)
Account-based marketing (ABM) is a B2B marketing approach that focuses on identifying and targeting high-value accounts or specific individuals within those accounts, rather than a broad audience. ABM aims to create personalized and relevant messaging to establish and maintain long-term relationships with target accounts.
The ABM process typically involves five steps:
Identify target accounts: ABM starts by identifying the accounts that are most likely to be valuable to your business. This may involve analyzing your current customer base, market research, or identifying specific companies you want to do business with.
Develop account-specific messaging: Once you have identified your target accounts, you can develop messaging that speaks directly to their specific needs and challenges. This may involve tailoring your content, messaging, and marketing materials to each account.
Engage with target accounts: The next step in the ABM process is to engage with your target accounts through a variety of channels, including email, social media, and in-person meetings. The goal is to establish a relationship and build trust with decision-makers within the target accounts.
Measure and optimize: As you engage with your target accounts, it’s important to measure the effectiveness of your marketing efforts and optimize your approach as needed. This may involve tracking engagement rates, conversion rates, and other metrics to determine what’s working and what’s not.
Expand the program: Finally, once you have established a successful ABM program, you can expand it to include additional accounts or verticals. This may involve scaling up your efforts or exploring new markets to target.
ABM has become increasingly popular in recent years, with many businesses finding it to be an effective way to drive revenue and build long-term relationships with customers. By focusing on a small number of high-value accounts, businesses can create a more personalized and targeted approach to marketing that can help them stand out from the competition and drive better results.
Account-based marketing (ABM)
RUBRIC
Excellent Quality
95-100%
Introduction 45-41 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Literature Support
91-84 points
The background and significance of the problem and a clear statement of the research purpose is provided. The search history is mentioned.
Methodology
58-53 points
Content is well-organized with headings for each slide and bulleted lists to group related material as needed. Use of font, color, graphics, effects, etc. to enhance readability and presentation content is excellent. Length requirements of 10 slides/pages or less is met.
Average Score
50-85%
40-38 points
More depth/detail for the background and significance is needed, or the research detail is not clear. No search history information is provided.
83-76 points
Review of relevant theoretical literature is evident, but there is little integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are included. Summary of information presented is included. Conclusion may not contain a biblical integration.
52-49 points
Content is somewhat organized, but no structure is apparent. The use of font, color, graphics, effects, etc. is occasionally detracting to the presentation content. Length requirements may not be met.
Poor Quality
0-45%
37-1 points
The background and/or significance are missing. No search history information is provided.
75-1 points
Review of relevant theoretical literature is evident, but there is no integration of studies into concepts related to problem. Review is partially focused and organized. Supporting and opposing research are not included in the summary of information presented. Conclusion does not contain a biblical integration.
48-1 points
There is no clear or logical organizational structure. No logical sequence is apparent. The use of font, color, graphics, effects etc. is often detracting to the presentation content. Length requirements may not be met
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