ABM concepts and tools to revolutionize sales in the digital age

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The Need for ABM
ABM began to attract attention when MA (marketing automation), CRM (customer relationship management), and SFA (sales force automation) began to become popular, and it was proposed that LTV (customer lifetime value) should be used as an indicator of corporate activities.

LTV (customer lifetime value) is an indicator of how much revenue a customer company will generate. Since transactions are not just one-time transactions but also ongoing transactions, the LTV figure can be increased by following up with the customer.

In business, as the number of competitors increases, it has become essential to nurture potential customers and follow up with existing customers. Therefore, it is necessary to build trusting relationships with customer companies while referring to LTV indicators.

Benefits of ABM
By utilizing ABM in your marketing, you can clearly prioritize your customer approaches. You can distinguish between leads that you should actively approach and canadian ceo email database those that you should not.

Since resources are limited, you can focus them to achieve a high LTV, making your marketing activities more efficient.

Basic functions of ABM tools
Determining the optimal approach for each client company is more difficult than you might imagine. However, the emergence of ABM tools has made it possible to streamline and automate each process.

In this way, the roles of useful ABM tools can be broken down into "CRM," "MA," and "SFA." By utilizing these three functions, you can easily take an approach that is suited to each client company.

■ABM tool functions

CRM
(Customer Relationship Management System) ・A system that can centrally manage customer relationship information
・Used to eliminate personalization and improve service quality through information sharing
MA
(Marketing Automation) ・A system that can automate marketing operations
・Used to analyze logs such as website browsing history and purchase history to determine the needs of client companies and provide the optimal approach
SFA
(Sales Support Tool) ・System for improving sales efficiency
・Equipped with task management, workflow functions, analysis functions, etc.
Steps to take when working on ABM

Now that you understand the need to engage in ABM, how should you actually go about it? Next, we will explain the steps to take when engaging in ABM.