A BRIEF REVIEW ABOUT EVOLVING TRENDS IN ACCOUNT BASED MARKETING IN MODERN BUSINESS

Abstract

In the modern economy consumers increasingly prefer digital interactions and there is a great desire for in-person treatment at all times presents a clear opportunity for business firms to be smart about optimizing support to consumers. Modern consumers prefer digital experience combined with the human touch. Account Based Marketing (ABM) is an obvious and potent discipline in business-to-business relationship with a sizable Customer Lifetime Value. It is a scalable and layered strategic approach to marketing and sales that leverage different levels of targeted and personalized messaging to engage with a specific prospect or customer during an experience or journey. It targets high-value accounts, develops highly personalized messaging, and coordinates sales activities to this particular group. Account-Based Marketing is a strategic approach that coordinates personalized sales and marketing efforts, to target specific accounts for new business and create deeper and broader relationships with existing customers. More and more businesses are planning and implementing it in their organizations. Success starts with clear communication between company sales representative and marketers, and continues as both groups execute their part of the strategy throughout the buyer journey.ABM is gaining attraction for a good reason. It gives business groups the way to close potentially bigger deals at a much faster rate. This paper is a significant step forward to analyze evolving trends in account based marketing.