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Product / Pricing / Promotion
Distribution / Service / Retail
Brand management
Account-based marketing
Marketing effectiveness
Market research
Marketing strategy
Marketing management
Market dominance
Account-based marketing has grown since the mid-1990s as a demonstration of the trend away from mass marketing towards more targeted approaches. It parallels the movement in business-to-consumer marketing described by Peppers and Rogers in The One-to-One Future (1993) from mass marketing where organisations try to sell individual products to as many new prospects as possible, to 11 marketing where they concentrate on selling as many products as possible to one customer at a time[2]. So while business marketing is typically organised by industry, product/solution or channel (direct/social/PR), account-based marketing brings all of these together to focus on individual accounts. In the marketing of complex business propositions, account-based marketing plays a key role in expanding business within existing customer accounts (where, for example, wider industry marketing would not be targeted enough to appeal to an existing customer). In scenarios where the initial sale has taken several months, it is reported that account-based marketing delivers a dramatic increase in the long-term value of the customer[3]. ABM can also be applied to key prospect accounts in support of the first sale. In the example of Northrop Grumman, it contributed to the completion of a successful $2 billion deal[4].
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