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Account management includes the support and maintenance of customer relationships within a company. It involves managing customer accounts, developing tailored solutions, and ensuring customer satisfaction. The goal is to build long-term partnerships, promote customer loyalty, and achieve business objectives through effective communication and service.

Account-Based Marketing (ABM) – Targeted Marketing for B2B Companies

Account-Based Marketing (ABM) is a strategic approach in B2B marketing where individual companies (accounts) are treated as markets. Instead of directing broad campaigns at a large audience, ABM focuses on individually selected, particularly relevant corporate clients. The goal is to develop highly personalized marketing and sales measures for these key customers to optimally exploit their potential.

ABM is particularly effective when it comes to complex, consultative products with long sales cycles and multiple decision-makers – typical for many B2B markets. The focus is not only on a single contact but on the entire buying center within a company.

A successful ABM process begins with the selection of target accounts. Criteria such as company size, industry, revenue potential, or strategic importance play a role. Subsequently, tailor-made content and campaigns are developed – such as individual white papers, personalized landing pages, or exclusive events. Sales and marketing work closely together to deliver coordinated and relevant messages at the right time.

A key advantage of ABM is efficiency: resources are targeted at the most promising customers, which increases the success rate. Moreover, ABM strengthens customer loyalty as communication is precisely tailored to the needs and challenges of the respective company.

Technology also plays an important role – for example, through CRM systems, marketing automation, or personalization tools. Platforms like HubSpot or Salesforce offer special features for implementing ABM strategies.

Overall, ABM enables a deeper customer relationship, higher closing rates, and better ROI – provided it is strategically thought out and consistently implemented. In contrast to this is Customer/Contact Based Marketing (CBM).

ActiveCampaign is a powerful platform for email marketing, marketing automation, and CRM (Customer Relationship Management) that has been specifically designed for small to medium-sized businesses. It enables targeted and personalized customer communication across various channels – all with a high level of automation and efficiency.

The core of ActiveCampaign lies in marketing automation. Users can create so-called automations using a visual editor – processes that are triggered automatically when certain conditions are met. For example, a customer who purchases a product can automatically receive a thank-you email, followed by a series of additional messages tailored to their behavior.

Another key feature is email marketing: With a variety of templates, drag-and-drop editors, and personalization options, professional newsletters and campaigns can be created quickly. The segmentation features ensure that content reaches the right recipients effectively.

Additionally, ActiveCampaign offers an integrated CRM system that supports sales processes and improves customer care. Contacts can be managed, prioritized, and assigned tasks depending on their status in the sales process. This allows sales teams to maintain oversight and respond effectively to leads.

ActiveCampaign is also particularly strong in integration with other tools: It can connect with hundreds of third-party platforms like Shopify, WordPress, Salesforce, or Zapier to optimize workflows.

In summary, ActiveCampaign is a versatile tool that unites marketing and sales on one platform. It helps businesses deepen customer relationships, automate processes, and achieve measurable results – all with the goal of sustainably improving the customer experience.