In many B2B organizations, large (international) accounts contribute a substantial proportion of total revenue and profitability. To retain these strategic customers, a personal and focused marketing approach is required. This is also known as Account Based Marketing (ABM). Curious about what this entails? Reinier Willems, Marketing Director and member of the LeasePlan International management team, is happy to share his insights during his masterclass at the B2B Marketing Forum 2016. Get a first taste of it here.
What is Account Based Marketing (ABM)?
Reinier explains: “Account Based Marketing is a 1-to-1 marketing and sales approach aimed at large business customers, or key accounts. It involves developing a tailor-made marketing plan for each key account, including all the decision-makers and influencers within the organization.
One key element of Account Based Marketing is its well-orchestrated approach. Marketing, sales, and account management work together closely throughout the customer journey.
This approach starts with a shared vision of what adds real value to the customer organization and its stakeholders. This vision is then translated into a highly relevant value proposition, paired with an engagement plan to optimize the customer’s value experience.
Account Based Marketing closely links to Agile Marketing, requiring continuous adaptation to developments within the customer organization.”
Why is ABM used more often to approach key accounts?
More companies are integrating Account Based Marketing into their overall strategy. This trend stems from two main factors. First, the increasing complexity of large accounts: Corporate buyers are harder to reach using generic content marketing.
Second, the increased availability of relevant data and technologies allows a well-coordinated 1-to-1 approach to significantly improve engagement with large accounts.
Reinier explains: “Companies today need a more targeted approach, and Account Based Marketing allows them to engage large accounts in a more personalized way, leading to better results.”
The Benefits of ABM for key accounts
Account Based Marketing has proven especially effective for retaining and expanding relationships with key accounts. By focusing marketing efforts on high-value accounts and creating personalized experiences, businesses can significantly improve engagement and profitability.
This approach allows organizations to:
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Deliver highly relevant and personalized content.
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Build stronger relationships with decision-makers and influencers within the key accounts.
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Drive more targeted and impactful engagement, which leads to better customer satisfaction.
Reinier Willems’ Journey with ABM at LeasePlan
Reinier started his career as a consultant in (re)structuring commercial departments for both Dutch and international organizations. After obtaining his MBA and Master of Business Informatics, he worked with companies like KPN and LeasePlan, focusing on sales and marketing of business services, mostly in an international environment.
Currently, he is the Marketing Director and a member of the LeasePlan International management team. LeasePlan is the worldwide market leader in automotive leasing and fleet management, serving 1.5 million vehicles (and their drivers) in 32 countries. As with many B2B organizations, LeasePlan’s large (international) accounts contribute significantly to their revenue and profitability.
Besides his work at LeasePlan, Reinier serves as a board member of the NIMA expertise team for B2B Marketing, a visiting lecturer at the Rotterdam School of Management, and an occasional blogger for MarketingTribune.
Looking forward to Reinier’s masterclass at the B2B Marketing Forum
Reinier will be sharing deeper insights into Account Based Marketing during his masterclass at the B2B Marketing Forum. If you’re looking to learn how to win and retain key accounts using ABM strategies, this session is one you won’t want to miss.