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Account-based Marketing in B2B-Marketing

  • The thesis takes a holistic view of Account-Based Marketing (ABM) program. It draws from the available literature about Account-based Marketing together with semi-structured expert interviews to answer the research question; What Organizational characteristics play an important role when implementing an Account-Based Marketing (ABM) program; that is; how can ABM be implemented successfully and what are the key success factors? From the findings, it is imperative for companies to focus on four key pillars in executing the program; Strategy, technology, people and processes. In finding a proper mix of these pillars across each maturity stage of the program, that is; being able to understand when to adjust the strategy, which technology to acquire, the right processes (ABM approach) to apply and at all times to keep the sales, marketing and delivery teams involved in harmony, companies will successfully execute the program. More so, the thesis provides a framework for companies that is; start-ups, small-medium and enterprises that areThe thesis takes a holistic view of Account-Based Marketing (ABM) program. It draws from the available literature about Account-based Marketing together with semi-structured expert interviews to answer the research question; What Organizational characteristics play an important role when implementing an Account-Based Marketing (ABM) program; that is; how can ABM be implemented successfully and what are the key success factors? From the findings, it is imperative for companies to focus on four key pillars in executing the program; Strategy, technology, people and processes. In finding a proper mix of these pillars across each maturity stage of the program, that is; being able to understand when to adjust the strategy, which technology to acquire, the right processes (ABM approach) to apply and at all times to keep the sales, marketing and delivery teams involved in harmony, companies will successfully execute the program. More so, the thesis provides a framework for companies that is; start-ups, small-medium and enterprises that are looking to apply the ABM program. In the aftermath of the COVID-19 pandemic, having meaningful value-adding relationships between buying and selling companies in the Business to Business (B2B) has become even more relevant. Applying an Account-based marketing strategy enables companies on both sides to achieve this.show moreshow less
  • Der vorliegende Text versteht sich als ganzheitliche Betrachtung des Account-Based Marketing-Ansatzes (ABM). Auf Basis der Auswertung der verfügbaren Literatur zum Thema sowie mittels Leitfaden gestützter Experteninterviews, widmet sich der Beitrag der Ermittlung der wichtigsten Erfolgsfaktoren des ABM sowie der organisatorischen Herausforderungen bei der Implementierung. Im Rahmen der Untersuchung zeigte sich, dass es für Unternehmen unerlässlich ist, sich bei der Implementierung von ABM auf vier Hauptpfeiler zu konzentrieren: Strategie, Technologie, Menschen und Prozesse, wobei es gilt, hier den jeweils richtigen Mix der entsprechenden Maßnahmen zu finden. Der Beitrag versucht entsprechend einen Rahmen für Unternehmen – insbesondere auch aus dem KMU- und Start-Up-Umfeld – bereitzustellen, die sich dieser Herausforderung stellen möchten.

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Author:Mark Agaba
URN:urn:nbn:de:bvb:1051-opus4-1184
ISBN:978-3-935565-05-9
Series (Serial Number):Hofer Akademische Schriften zur Digitalen Ökonomie (10)
Publisher:Druck und Verlag: Hochschule Hof
Place of publication:Hof
Editor:Andreas Wagener
Document Type:Book
Language:English
Date of Publication (online):2021/10/11
Date of first Publication:2021/10/11
Publishing Institution:Hochschule für Angewandte Wissenschaften Hof
Release Date:2021/10/13
Tag:ABM; Account-Based Marketing; B2B; B2B-Marketing; Business to Business marketing
Page Number:74
Institutes:Wirtschaftswissenschaften
Licence (German):License LogoCreative Commons - CC BY - Namensnennung 4.0 International
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