technologies, such as CDP (customer data platform) , CRM (customer relationship management) , marketing automation and predictive analysis techniques . Difference 2: the goals As far as objectives are concerned, traditional marketing aims more than anything to generate interest around a product or service and to create brand awareness . The ABG, on the other hand, has as its primary objective the building of long-term relationships with key accounts capable of maximizing their value for the company. Difference 3: Metrics In traditional marketing, we focus on less specific indicators, such as traffic to the website, number of leads generated o
Account based growth, on the other hand, focuses
r sales closing rate. Account based growth, on the other hand, focuses not just on the outcome but on the entire customer journey . Among the metrics examined are the level of customer satisfaction, retention and the long-term value generated by key accounts. Difference 4: the budget The last difference concerns the budget. By focusing on a limited number of high-value target accounts, ABG provides some savings . Traditional marketing generally requires a higher budget, aiming to reach a wider audience. Webinar material “Account based marketing 2022” Return to index From zero to hero: Successful case study in the use of ABG Many case studies demonstrate how companies that leverage account-based growth quickly Business Lead lay the foundation for lasting success. In this paragraph we will analyze the tactics and strategies implemented by three companies that base their success on this approach to marketing . Telstra An Australian
services to generate more revenue
giant in the telcom (telecommunications) sector, it aimed to reinvent the customer experience and renew its services to generate more revenue . To do this he had to completely redesign the organization: more agile processes, specific short and long-term objectives and key tools and metrics to more accurately monitor results. Telstra has focused on an account based growth approach. After identifying target accounts, he aligned the different business teams and defined measurable objectives . Strategy planning was customized for each individual account (or for a small group of accounts) and constantly updated based on the results and changing needs of the target. Business and customer BO Leads needs are balanced by dedicated teams. One of these is the service and delivery team, which guarantees the highest quality of the product on the one hand and compliance with the standard cost on the other. In this way Telstra has put the customer at