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href="https://es.wikipedia.org/wiki/Mercadeo_de_cuentas" title="Mercadeo de cuentas – Spanish" lang="es" hreflang="es" data-title="Mercadeo de cuentas" data-language-autonym="Español" data-language-local-name="Spanish" class="interlanguage-link-target"><span>Español</span></a></li><li class="interlanguage-link interwiki-fa mw-list-item"><a href="https://fa.wikipedia.org/wiki/%D8%A8%D8%A7%D8%B2%D8%A7%D8%B1%DB%8C%D8%A7%D8%A8%DB%8C_%D9%85%D8%A8%D8%AA%D9%86%DB%8C_%D8%A8%D8%B1_%DA%A9%D8%A7%D8%B1%D8%A8%D8%B1" title="بازاریابی مبتنی بر کاربر – Persian" lang="fa" hreflang="fa" data-title="بازاریابی مبتنی بر کاربر" data-language-autonym="فارسی" data-language-local-name="Persian" class="interlanguage-link-target"><span>فارسی</span></a></li><li class="interlanguage-link interwiki-it mw-list-item"><a href="https://it.wikipedia.org/wiki/Account_based_marketing" title="Account based marketing – Italian" lang="it" hreflang="it" data-title="Account based marketing" data-language-autonym="Italiano" data-language-local-name="Italian" class="interlanguage-link-target"><span>Italiano</span></a></li><li class="interlanguage-link interwiki-ja mw-list-item"><a href="https://ja.wikipedia.org/wiki/%E3%82%A2%E3%82%AB%E3%82%A6%E3%83%B3%E3%83%88%E3%83%99%E3%83%BC%E3%82%B9%E3%83%89%E3%83%9E%E3%83%BC%E3%82%B1%E3%83%86%E3%82%A3%E3%83%B3%E3%82%B0" title="アカウントベースドマーケティング – Japanese" lang="ja" hreflang="ja" data-title="アカウントベースドマーケティング" data-language-autonym="日本語" data-language-local-name="Japanese" class="interlanguage-link-target"><span>日本語</span></a></li><li class="interlanguage-link interwiki-ru mw-list-item"><a href="https://ru.wikipedia.org/wiki/%D0%9C%D0%B0%D1%80%D0%BA%D0%B5%D1%82%D0%B8%D0%BD%D0%B3_%D0%BA%D0%BB%D1%8E%D1%87%D0%B5%D0%B2%D1%8B%D1%85_%D0%BA%D0%BB%D0%B8%D0%B5%D0%BD%D1%82%D0%BE%D0%B2" title="Маркетинг ключевых клиентов – Russian" lang="ru" hreflang="ru" data-title="Маркетинг ключевых клиентов" data-language-autonym="Русский" data-language-local-name="Russian" class="interlanguage-link-target"><span>Русский</span></a></li><li class="interlanguage-link interwiki-vi mw-list-item"><a href="https://vi.wikipedia.org/wiki/Ti%E1%BA%BFp_th%E1%BB%8B_d%E1%BB%B1a_tr%C3%AAn_t%C3%A0i_kho%E1%BA%A3n" title="Tiếp thị dựa trên tài khoản – Vietnamese" lang="vi" hreflang="vi" data-title="Tiếp thị dựa trên tài khoản" data-language-autonym="Tiếng Việt" data-language-local-name="Vietnamese" class="interlanguage-link-target"><span>Tiếng Việt</span></a></li> </ul> <div class="after-portlet after-portlet-lang"><span class="wb-langlinks-edit wb-langlinks-link"><a href="https://www.wikidata.org/wiki/Special:EntityPage/Q4672743#sitelinks-wikipedia" title="Edit interlanguage links" class="wbc-editpage">Edit links</a></span></div> </div> </div> </div> </header> <div class="vector-page-toolbar"> <div class="vector-page-toolbar-container"> <div id="left-navigation"> <nav aria-label="Namespaces"> <div id="p-associated-pages" class="vector-menu vector-menu-tabs mw-portlet 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.sidebar-list-title-c{padding:0 0.4em;text-align:center;margin:0 3.3em}@media(max-width:640px){body.mediawiki .mw-parser-output .sidebar{width:100%!important;clear:both;float:none!important;margin-left:0!important;margin-right:0!important}}body.skin--responsive .mw-parser-output .sidebar a>img{max-width:none!important}@media screen{html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-list-title,html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle{background:transparent!important}html.skin-theme-clientpref-night .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle a{color:var(--color-progressive)!important}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-list-title,html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle{background:transparent!important}html.skin-theme-clientpref-os .mw-parser-output .sidebar:not(.notheme) .sidebar-title-with-pretitle a{color:var(--color-progressive)!important}}@media print{body.ns-0 .mw-parser-output .sidebar{display:none!important}}</style><table class="sidebar sidebar-collapse nomobile nowraplinks hlist"><tbody><tr><th class="sidebar-title" style="background: #ddf;"><a href="/wiki/Marketing" title="Marketing">Marketing</a></th></tr><tr><td class="sidebar-above" style="border:none;"> <ul><li><a href="/wiki/Marketing_management" title="Marketing management">Management</a></li></ul></td></tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Key concepts</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Distribution_(business)" class="mw-redirect" title="Distribution (business)">Distribution</a></li> <li><a href="/wiki/Pricing" title="Pricing">Pricing</a></li> <li><a href="/wiki/Retail" title="Retail">Retail</a></li> <li><a href="/wiki/Service_(economics)" title="Service (economics)">Service</a></li> <li><a href="/wiki/Marketing_activation" title="Marketing activation">Activation</a></li> <li><a href="/wiki/Brand_licensing" title="Brand licensing">Brand licensing</a></li> <li><a href="/wiki/Brand_management" title="Brand management">Brand management</a></li> <li><a href="/wiki/Co-creation" title="Co-creation">Co-creation</a></li> <li><a href="/wiki/Marketing_communications" title="Marketing communications">Communications</a></li> <li><a href="/wiki/Consumer_behaviour" title="Consumer behaviour">Consumer behaviour</a></li> <li><a href="/wiki/Consumer_culture" title="Consumer culture">Consumer culture</a></li> <li><a href="/wiki/Dominance_(economics)" class="mw-redirect" title="Dominance (economics)">Dominance</a></li> <li><a href="/wiki/Marketing_effectiveness" title="Marketing effectiveness">Effectiveness</a></li> <li><a href="/wiki/Marketing_ethics" title="Marketing ethics">Ethics</a></li> <li><a href="/wiki/Promotion_(marketing)" title="Promotion (marketing)">Promotion</a></li> <li><a href="/wiki/Market_segmentation" title="Market segmentation">Segmentation</a></li> <li><a href="/wiki/Marketing_strategy" title="Marketing strategy">Strategy</a></li> <li><a class="mw-selflink selflink">Account-based marketing</a></li> <li><a href="/wiki/Digital_marketing" title="Digital marketing">Digital marketing</a></li> <li><a href="/wiki/Product_marketing" title="Product marketing">Product marketing</a></li> <li><a href="/wiki/Social_marketing" title="Social marketing">Social marketing</a></li> <li><a href="/wiki/Influencer_marketing" title="Influencer marketing">Influencer marketing</a></li> <li><a href="/wiki/Attribution_(marketing)" title="Attribution (marketing)">Attribution</a></li> <li><a href="/wiki/Annoyance_factor" title="Annoyance factor">Annoyance factor</a></li> <li><a href="/wiki/Horizontal_integration" title="Horizontal integration">Horizontal integration</a></li> <li><a href="/wiki/Vertical_integration" title="Vertical integration">Vertical integration</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional content</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Advertising" title="Advertising">Advertising</a></li> <li><a href="/wiki/Ambush_marketing" title="Ambush marketing">Ambush marketing</a></li> <li><a href="/wiki/Brand" title="Brand">Branding</a></li> <li><a href="/wiki/Corporate_anniversary" title="Corporate anniversary">Corporate anniversary</a></li> <li><a href="/wiki/Direct_marketing" title="Direct marketing">Direct marketing</a></li> <li><a href="/wiki/Franchising" title="Franchising">Franchising</a></li> <li><a href="/wiki/Label" title="Label">Label</a></li> <li><a href="/wiki/Loyalty_marketing" title="Loyalty marketing">Loyalty marketing</a></li> <li><a href="/wiki/Mobile_marketing" title="Mobile marketing">Mobile marketing</a></li> <li><a href="/wiki/Music_on_hold" title="Music on hold">On-hold messaging</a></li> <li><a href="/wiki/Personal_selling" title="Personal selling">Personal selling</a></li> <li><a href="/wiki/Premium_(marketing)" title="Premium (marketing)">Premiums</a></li> <li><a href="/wiki/Prize_(marketing)" title="Prize (marketing)">Prizes</a></li> <li><a href="/wiki/Product_placement" title="Product placement">Product placement</a></li> <li><a href="/wiki/Corporate_propaganda" title="Corporate propaganda">Propaganda</a></li> <li><a href="/wiki/Publicity" title="Publicity">Publicity</a></li> <li><a href="/wiki/Sales_promotion" title="Sales promotion">Sales promotion</a></li> <li><a href="/wiki/Sex_in_advertising" title="Sex in advertising">Sex in advertising</a></li> <li><a href="/wiki/Underwriting_spot" title="Underwriting spot">Underwriting spot</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Promotional media</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Behavioral_targeting" class="mw-redirect" title="Behavioral targeting">Behavioral targeting</a></li> <li><a href="/wiki/Brand_ambassador" title="Brand ambassador">Brand ambassador</a></li> <li><a href="/wiki/Display_advertising" class="mw-redirect" title="Display advertising">Display advertising</a></li> <li><a href="/wiki/Drip_marketing" title="Drip marketing">Drip marketing</a></li> <li><a href="/wiki/In-game_advertising" title="In-game advertising">In-game advertising</a></li> <li><a href="/wiki/Mobile_advertising" title="Mobile advertising">Mobile advertising</a></li> <li><a href="/wiki/Native_advertising" title="Native advertising">Native advertising</a></li> <li><a href="/wiki/New_media" title="New media">New media</a></li> <li><a href="/wiki/Online_advertising" title="Online advertising">Online advertising</a></li> <li><a href="/wiki/Out-of-home_advertising" class="mw-redirect" title="Out-of-home advertising">Out-of-home advertising</a></li> <li><a href="/wiki/Point_of_sale" title="Point of sale">Point of sale</a></li> <li><a href="/wiki/Product_demonstration" title="Product demonstration">Product demonstration</a></li> <li><a href="/wiki/Promotional_merchandise" title="Promotional merchandise">Promotional merchandise</a></li> <li><a href="/wiki/Promotional_representative" title="Promotional representative">Promotional representative</a></li> <li><a href="/wiki/Visual_merchandising" title="Visual merchandising">Visual merchandising</a></li> <li><a href="/wiki/Web_banner" title="Web banner">Web banner</a></li> <li><a href="/wiki/Word-of-mouth_marketing" title="Word-of-mouth marketing">Word-of-mouth</a></li></ul></div></div></td> </tr><tr><td class="sidebar-content"> <div class="sidebar-list mw-collapsible mw-collapsed"><div class="sidebar-list-title" style="background: #eef; text-align: center;;color: var(--color-base)">Research</div><div class="sidebar-list-content mw-collapsible-content"> <ul><li><a href="/wiki/Market_research" title="Market research">Market research</a></li> <li><a href="/wiki/Marketing_research" title="Marketing research">Marketing research</a></li> <li><a href="/wiki/Mystery_shopping" title="Mystery shopping">Mystery shopping</a></li> <li><a href="/wiki/Consumer_research" class="mw-redirect" title="Consumer research">Consumer research</a></li></ul></div></div></td> </tr><tr><td class="sidebar-navbar"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1129693374"><style data-mw-deduplicate="TemplateStyles:r1239400231">.mw-parser-output .navbar{display:inline;font-size:88%;font-weight:normal}.mw-parser-output .navbar-collapse{float:left;text-align:left}.mw-parser-output .navbar-boxtext{word-spacing:0}.mw-parser-output .navbar ul{display:inline-block;white-space:nowrap;line-height:inherit}.mw-parser-output .navbar-brackets::before{margin-right:-0.125em;content:"[ "}.mw-parser-output .navbar-brackets::after{margin-left:-0.125em;content:" ]"}.mw-parser-output .navbar li{word-spacing:-0.125em}.mw-parser-output .navbar a>span,.mw-parser-output .navbar a>abbr{text-decoration:inherit}.mw-parser-output .navbar-mini abbr{font-variant:small-caps;border-bottom:none;text-decoration:none;cursor:inherit}.mw-parser-output .navbar-ct-full{font-size:114%;margin:0 7em}.mw-parser-output .navbar-ct-mini{font-size:114%;margin:0 4em}html.skin-theme-clientpref-night .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}@media(prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .navbar li a abbr{color:var(--color-base)!important}}@media print{.mw-parser-output .navbar{display:none!important}}</style><div class="navbar plainlinks hlist navbar-mini"><ul><li class="nv-view"><a href="/wiki/Template:Marketing" title="Template:Marketing"><abbr title="View this template">v</abbr></a></li><li class="nv-talk"><a href="/wiki/Template_talk:Marketing" title="Template talk:Marketing"><abbr title="Discuss this template">t</abbr></a></li><li class="nv-edit"><a href="/wiki/Special:EditPage/Template:Marketing" title="Special:EditPage/Template:Marketing"><abbr title="Edit this template">e</abbr></a></li></ul></div></td></tr></tbody></table> <p><b>Account-based marketing</b> (<b>ABM</b>), also known as <b>key account marketing</b>, is a strategic approach to <a href="/wiki/Business_marketing" title="Business marketing">business marketing</a> based on <b>account awareness</b> in which an organization considers and communicates with individual prospect or <a href="/wiki/Customer" title="Customer">customer</a> accounts as markets of one. Account-based marketing is typically employed in enterprise-level sales organizations. </p> <meta property="mw:PageProp/toc" /> <div class="mw-heading mw-heading2"><h2 id="Background_and_differences_with_traditional_business_marketing">Background and differences with traditional business marketing</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Account-based_marketing&action=edit&section=1" title="Edit section: Background and differences with traditional business marketing"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>In the marketing of complex <a href="/wiki/Value_proposition" title="Value proposition">business propositions</a>, account-based marketing plays a key role in expanding business within existing customer accounts (where, for example, wider industry marketing would not be targeted enough to appeal to an existing customer). In scenarios where the initial sale has taken several months, it is reported that account-based marketing delivers an increase in the long-term value of the customer.<sup id="cite_ref-dmnews.com_1-0" class="reference"><a href="#cite_note-dmnews.com-1"><span class="cite-bracket">[</span>1<span class="cite-bracket">]</span></a></sup> ABM can also be applied to key prospect accounts in support of the first sale. For example, <a href="/wiki/Northrop_Grumman" title="Northrop Grumman">Northrop Grumman</a> employed ABM to aid in the completion of a successful $2 billion deal.<sup id="cite_ref-2" class="reference"><a href="#cite_note-2"><span class="cite-bracket">[</span>2<span class="cite-bracket">]</span></a></sup> </p> <div class="mw-heading mw-heading3"><h3 id="The_roles_of_sales_and_marketing_teams">The roles of sales and marketing teams</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Account-based_marketing&action=edit&section=2" title="Edit section: The roles of sales and marketing teams"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>ABM is an example of the alignment of <a href="/wiki/Sales" title="Sales">sales</a> and marketing teams.<sup id="cite_ref-3" class="reference"><a href="#cite_note-3"><span class="cite-bracket">[</span>3<span class="cite-bracket">]</span></a></sup> In the aligned model, organizations able to unite tactical marketing efforts with defined sales goals and use feedback from sales to identify new potential markets. For ABM to succeed, joint working relationship with sales is essential and marketing needs to be measuring and optimizing based on accounts.<sup class="noprint Inline-Template Template-Fact" style="white-space:nowrap;">[<i><a href="/wiki/Wikipedia:Citation_needed" title="Wikipedia:Citation needed"><span title="This claim needs references to reliable sources. (April 2020)">citation needed</span></a></i>]</sup> ABM is targeted at accounts (or companies as a whole) as opposed to inbound marketing, which is targeted at leads (or people within these companies). The need for sales and marketing alignment also comes from the fact that there is an inherent disconnect between marketers, who market to people, and sales people, who sell to companies (or structured groups of people). </p><p>Marketing will also take an increased role in developing intelligence on <a href="/wiki/Key_account" class="mw-redirect" title="Key account">key accounts</a> – as proposed by Peppers and Rogers (1993): “When two marketers are competing for the same customer’s business, all other things being equal, the marketer with the greatest scope of information about that particular customer […] will be the more efficient competitor.<sup id="cite_ref-4" class="reference"><a href="#cite_note-4"><span class="cite-bracket">[</span>4<span class="cite-bracket">]</span></a></sup>” </p> <div class="mw-heading mw-heading3"><h3 id="Choosing_the_key_account">Choosing the key account</h3><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Account-based_marketing&action=edit&section=3" title="Edit section: Choosing the key account"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <p>Key accounts are accounts that are identified within organizations as being a focus for account-based marketing. Not all accounts meet the requirements to be designated as a strategic or key account and organizations need to be careful about which accounts to focus on for their account-based marketing efforts or risk losing a valuable client. When choosing, organizations should look at revenue history, account history, margins and profitability as well as the viability that the client in question would be interested in a long-term relationship. Lastly, asking what the client and the company have in common helps in solidifying the approach that the client cannot find this kind of service anywhere else. To select the companies that bring you the highest profits you can apply the Pareto Principle.<sup id="cite_ref-5" class="reference"><a href="#cite_note-5"><span class="cite-bracket">[</span>5<span class="cite-bracket">]</span></a></sup> </p><p>There are also some red flags that help recognize that a relationship with a key account is about to change:<sup id="cite_ref-6" class="reference"><a href="#cite_note-6"><span class="cite-bracket">[</span>6<span class="cite-bracket">]</span></a></sup> </p> <ul><li>Business that regularly would have come to the company goes elsewhere</li> <li>A re-organization within the company forces a change in relationship</li> <li>Both involved companies aren't seeing ROI from the relationship</li> <li>Mutual goals are not achieved</li></ul> <div class="mw-heading mw-heading2"><h2 id="References">References</h2><span class="mw-editsection"><span class="mw-editsection-bracket">[</span><a href="/w/index.php?title=Account-based_marketing&action=edit&section=4" title="Edit section: References"><span>edit</span></a><span class="mw-editsection-bracket">]</span></span></div> <style data-mw-deduplicate="TemplateStyles:r1239543626">.mw-parser-output .reflist{margin-bottom:0.5em;list-style-type:decimal}@media screen{.mw-parser-output .reflist{font-size:90%}}.mw-parser-output .reflist .references{font-size:100%;margin-bottom:0;list-style-type:inherit}.mw-parser-output .reflist-columns-2{column-width:30em}.mw-parser-output .reflist-columns-3{column-width:25em}.mw-parser-output .reflist-columns{margin-top:0.3em}.mw-parser-output .reflist-columns ol{margin-top:0}.mw-parser-output .reflist-columns li{page-break-inside:avoid;break-inside:avoid-column}.mw-parser-output .reflist-upper-alpha{list-style-type:upper-alpha}.mw-parser-output .reflist-upper-roman{list-style-type:upper-roman}.mw-parser-output .reflist-lower-alpha{list-style-type:lower-alpha}.mw-parser-output .reflist-lower-greek{list-style-type:lower-greek}.mw-parser-output .reflist-lower-roman{list-style-type:lower-roman}</style><div class="reflist"> <div class="mw-references-wrap"><ol class="references"> <li id="cite_note-dmnews.com-1"><span class="mw-cite-backlink"><b><a href="#cite_ref-dmnews.com_1-0">^</a></b></span> <span class="reference-text"><style data-mw-deduplicate="TemplateStyles:r1238218222">.mw-parser-output cite.citation{font-style:inherit;word-wrap:break-word}.mw-parser-output .citation q{quotes:"\"""\"""'""'"}.mw-parser-output .citation:target{background-color:rgba(0,127,255,0.133)}.mw-parser-output .id-lock-free.id-lock-free a{background:url("//upload.wikimedia.org/wikipedia/commons/6/65/Lock-green.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-limited.id-lock-limited a,.mw-parser-output .id-lock-registration.id-lock-registration a{background:url("//upload.wikimedia.org/wikipedia/commons/d/d6/Lock-gray-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .id-lock-subscription.id-lock-subscription a{background:url("//upload.wikimedia.org/wikipedia/commons/a/aa/Lock-red-alt-2.svg")right 0.1em center/9px no-repeat}.mw-parser-output .cs1-ws-icon a{background:url("//upload.wikimedia.org/wikipedia/commons/4/4c/Wikisource-logo.svg")right 0.1em center/12px no-repeat}body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-free a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-limited a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-registration a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .id-lock-subscription a,body:not(.skin-timeless):not(.skin-minerva) .mw-parser-output .cs1-ws-icon a{background-size:contain;padding:0 1em 0 0}.mw-parser-output .cs1-code{color:inherit;background:inherit;border:none;padding:inherit}.mw-parser-output .cs1-hidden-error{display:none;color:var(--color-error,#d33)}.mw-parser-output .cs1-visible-error{color:var(--color-error,#d33)}.mw-parser-output .cs1-maint{display:none;color:#085;margin-left:0.3em}.mw-parser-output .cs1-kern-left{padding-left:0.2em}.mw-parser-output .cs1-kern-right{padding-right:0.2em}.mw-parser-output .citation .mw-selflink{font-weight:inherit}@media screen{.mw-parser-output .cs1-format{font-size:95%}html.skin-theme-clientpref-night .mw-parser-output .cs1-maint{color:#18911f}}@media screen and (prefers-color-scheme:dark){html.skin-theme-clientpref-os .mw-parser-output .cs1-maint{color:#18911f}}</style><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://web.archive.org/web/20100412143630/http://www.dmnews.com/account-based-marketing-how-it-can-help-your-company-improve-demand-awareness-and-profitability/article/98038/">"Account-based marketing: How it can help your company improve demand, awareness and profitability"</a>. Archived from <a rel="nofollow" class="external text" href="http://www.dmnews.com/Account-based-marketing-How-it-can-help-your-company-improve-demand-awareness-and-profitability/article/98038/">the original</a> on 2010-04-12<span class="reference-accessdate">. Retrieved <span class="nowrap">2008-08-14</span></span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Account-based+marketing%3A+How+it+can+help+your+company+improve+demand%2C+awareness+and+profitability&rft_id=http%3A%2F%2Fwww.dmnews.com%2FAccount-based-marketing-How-it-can-help-your-company-improve-demand-awareness-and-profitability%2Farticle%2F98038%2F&rfr_id=info%3Asid%2Fen.wikipedia.org%3AAccount-based+marketing" class="Z3988"></span></span> </li> <li id="cite_note-2"><span class="mw-cite-backlink"><b><a href="#cite_ref-2">^</a></b></span> <span class="reference-text"><a rel="nofollow" class="external text" href="http://www.itsma.com/article/northrop-grumman-win-2billiondollar-deal/">How Northrop Grumman Used Account-Based Marketing to Win a $2B Deal</a></span> </li> <li id="cite_note-3"><span class="mw-cite-backlink"><b><a href="#cite_ref-3">^</a></b></span> <span class="reference-text">Kotler, Rackham and Krishnaswamy; Ending the War Between Sales and Marketing (2006) Harvard Business Review</span> </li> <li id="cite_note-4"><span class="mw-cite-backlink"><b><a href="#cite_ref-4">^</a></b></span> <span class="reference-text">Peppers and Rogers; The One-to-One Future (1993); Page 140</span> </li> <li id="cite_note-5"><span class="mw-cite-backlink"><b><a href="#cite_ref-5">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite id="CITEREFKoch2011" class="citation book cs1">Koch, Richard (2011-11-09). <a rel="nofollow" class="external text" href="https://books.google.com/books?id=j2iBJI7ivI8C&q=pareto+principle"><i>The 80/20 Principle, Third Edition: The Secret to Achieving More with Less</i></a>. Crown. <a href="/wiki/ISBN_(identifier)" class="mw-redirect" title="ISBN (identifier)">ISBN</a> <a href="/wiki/Special:BookSources/978-0-385-52831-3" title="Special:BookSources/978-0-385-52831-3"><bdi>978-0-385-52831-3</bdi></a>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=book&rft.btitle=The+80%2F20+Principle%2C+Third+Edition%3A+The+Secret+to+Achieving+More+with+Less&rft.pub=Crown&rft.date=2011-11-09&rft.isbn=978-0-385-52831-3&rft.aulast=Koch&rft.aufirst=Richard&rft_id=https%3A%2F%2Fbooks.google.com%2Fbooks%3Fid%3Dj2iBJI7ivI8C%26q%3Dpareto%2Bprinciple&rfr_id=info%3Asid%2Fen.wikipedia.org%3AAccount-based+marketing" class="Z3988"></span></span> </li> <li id="cite_note-6"><span class="mw-cite-backlink"><b><a href="#cite_ref-6">^</a></b></span> <span class="reference-text"><link rel="mw-deduplicated-inline-style" href="mw-data:TemplateStyles:r1238218222"><cite class="citation web cs1"><a rel="nofollow" class="external text" href="https://web.archive.org/web/20110530215519/http://63.135.117.94/kc/getitem.aspx?key=iqpvQ2kx56Kw2xBSFLWAVGDfUQwTLoQYdmI42zgYda4PULMLp7DQOUs4guJDVlAF&filename=SPJ.Print.0606.pdf&profileid=000000000003F169&f_page_source_title=Strategic+Account+Management&vip=">"Fast Forward: Choosing and Working With Strategic Accounts"</a>. Archived from <a rel="nofollow" class="external text" href="http://63.135.117.94/kc/getitem.aspx?key=iqpvQ2kx56Kw2xBSFLWAVGDfUQwTLoQYdmI42zgYda4PULMLp7DQOUs4guJDVlAF&filename=SPJ.Print.0606.pdf&profileid=000000000003F169&f_page_source_title=Strategic+Account+Management&vip=">the original</a> <span class="cs1-format">(PDF)</span> on 2011-05-30<span class="reference-accessdate">. Retrieved <span class="nowrap">2009-02-11</span></span>.</cite><span title="ctx_ver=Z39.88-2004&rft_val_fmt=info%3Aofi%2Ffmt%3Akev%3Amtx%3Abook&rft.genre=unknown&rft.btitle=Fast+Forward%3A+Choosing+and+Working+With+Strategic+Accounts&rft_id=http%3A%2F%2F63.135.117.94%2Fkc%2Fgetitem.aspx%3Fkey%3DiqpvQ2kx56Kw2xBSFLWAVGDfUQwTLoQYdmI42zgYda4PULMLp7DQOUs4guJDVlAF%26filename%3DSPJ.Print.0606.pdf%26profileid%3D000000000003F169%26f_page_source_title%3DStrategic%2BAccount%2BManagement%26vip%3D&rfr_id=info%3Asid%2Fen.wikipedia.org%3AAccount-based+marketing" class="Z3988"></span></span> </li> </ol></div></div>    </div><noscript><img src="https://login.wikimedia.org/wiki/Special:CentralAutoLogin/start?type=1x1" alt="" width="1" height="1" style="border: none; position: absolute;"></noscript> <div class="printfooter" data-nosnippet="">Retrieved from "<a dir="ltr" href="https://en.wikipedia.org/w/index.php?title=Account-based_marketing&oldid=1232743991">https://en.wikipedia.org/w/index.php?title=Account-based_marketing&oldid=1232743991</a>"</div></div> <div id="catlinks" class="catlinks" data-mw="interface"><div id="mw-normal-catlinks" class="mw-normal-catlinks"><a href="/wiki/Help:Category" title="Help:Category">Categories</a>: <ul><li><a href="/wiki/Category:Sales" title="Category:Sales">Sales</a></li><li><a href="/wiki/Category:Types_of_marketing" title="Category:Types of marketing">Types of marketing</a></li><li><a href="/wiki/Category:Marketing_techniques" title="Category:Marketing techniques">Marketing techniques</a></li><li><a href="/wiki/Category:Marketing_strategy" title="Category:Marketing strategy">Marketing strategy</a></li></ul></div><div id="mw-hidden-catlinks" class="mw-hidden-catlinks mw-hidden-cats-hidden">Hidden categories: <ul><li><a href="/wiki/Category:Articles_with_short_description" title="Category:Articles with short description">Articles with short description</a></li><li><a href="/wiki/Category:Short_description_is_different_from_Wikidata" title="Category:Short description is different from Wikidata">Short description is different from Wikidata</a></li><li><a href="/wiki/Category:Articles_needing_additional_references_from_December_2023" title="Category:Articles needing additional references from December 2023">Articles needing additional references from December 2023</a></li><li><a href="/wiki/Category:All_articles_needing_additional_references" title="Category:All articles needing additional references">All articles needing additional references</a></li><li><a href="/wiki/Category:All_articles_with_unsourced_statements" title="Category:All articles with unsourced statements">All articles with unsourced statements</a></li><li><a href="/wiki/Category:Articles_with_unsourced_statements_from_April_2020" title="Category:Articles with unsourced statements from April 2020">Articles with unsourced statements from April 2020</a></li></ul></div></div> </div> </main> </div> <div class="mw-footer-container"> <footer id="footer" class="mw-footer" > <ul id="footer-info"> <li id="footer-info-lastmod"> This page was last edited on 5 July 2024, at 11:09<span class="anonymous-show"> (UTC)</span>.</li> <li id="footer-info-copyright">Text is available under the <a href="/wiki/Wikipedia:Text_of_the_Creative_Commons_Attribution-ShareAlike_4.0_International_License" title="Wikipedia:Text of the Creative Commons Attribution-ShareAlike 4.0 International License">Creative Commons Attribution-ShareAlike 4.0 License</a>; additional terms may apply. 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