The anatomy of account-based marketing - a conceptualisation of strategic dimensions
Date
2022-06-11
Advisors
Journal Title
Journal ISSN
Volume Title
Publisher
American Marketing Association
Department
Type
Conference paper
ISSN
2510-733X
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Citation
Mullen A, Marcos-Cuevas J, Theoharakis V. (2022) The anatomy of account-based marketing - a conceptualisation of strategic dimensions. In: GSSI 2022; Creating Value for Customers and Companies in a Changing World, 8-11 June 2022, Frankfurt, Germany
Abstract
Purpose — The purpose of this paper is to conceptualise an emerging B2B strategy known as account-based marketing (ABM). ABM is a mid-to-long-term strategy deployed by enterprise organisations to target, engage, and grow high-potential accounts.
Design/Methodology/Approach — A mixture of academic and practitioner literature has been synthesised to create a tentative conceptual model of ABM.
Findings — In ABM, digital technologies can be used to scale the engagement process, allowing selling teams to switch from targeting one account to many using pooled intelligence, smart resources, and automation.
Originality/Value — This paper presents a conceptual model of ABM, whilst providing a foundation for future research.
Description
Presented at but not included in the Proceedings of the 15th Annual Conference: Global Sales Science Institute, 8-11 June 2022, Frankfurt, Germany
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Keywords
Account based marketing, sales and marketing alignment, sales-marketing interface, role of marketing in enabling the sales process, sales automation
Rights
Attribution-NonCommercial 4.0 International