Three Types of Account Based Marketing
Posted: Wed Feb 12, 2025 5:55 am
The US Information Technology Services Marketing Association (ITSMA) now distinguishes between three types of account-based marketing: one-to-one ABM, one-to-few ABM and one-to-many ABM. However, these are not mutually exclusive and can be used in parallel depending on the strategy.
One-to-One ABM:
In one-to-one ABM, a market consists namibia phone number list of one target company. According to the ITSMA benchmark report, an average of 15 accounts are processed by a company. Communication with the target customers can still be done manually. The proportion of offline measures is still the highest here at 43%.
One-to-Few ABM:
With one-to-few ABM, small segments of similar target customers are addressed. According to the ITSMA benchmark, an average of 36 accounts are addressed here. Because customer groups are to be addressed in the same way, marketing automation using different software tools is more prevalent here. The proportion of online to offline measures is already significantly higher at 68%.
One-to-Many ABM:
With one-to-many ABM, larger account lists are processed with an average of around 900 accounts. The use of Martech with regard to both automated and personalized customer contact is unavoidable here. The proportion of online channels used is the highest at 81%. The transition to classic inbound marketing is fluid here depending on the degree of personalization.
One-to-One ABM:
In one-to-one ABM, a market consists namibia phone number list of one target company. According to the ITSMA benchmark report, an average of 15 accounts are processed by a company. Communication with the target customers can still be done manually. The proportion of offline measures is still the highest here at 43%.
One-to-Few ABM:
With one-to-few ABM, small segments of similar target customers are addressed. According to the ITSMA benchmark, an average of 36 accounts are addressed here. Because customer groups are to be addressed in the same way, marketing automation using different software tools is more prevalent here. The proportion of online to offline measures is already significantly higher at 68%.
One-to-Many ABM:
With one-to-many ABM, larger account lists are processed with an average of around 900 accounts. The use of Martech with regard to both automated and personalized customer contact is unavoidable here. The proportion of online channels used is the highest at 81%. The transition to classic inbound marketing is fluid here depending on the degree of personalization.