L\u2019account Based Marketing<\/strong> \u00e8 una strategia\u202fdi medio lungo periodo mirata a intercettare i\u202fdecision\u202fmaker di aziende<\/a><\/strong> target\u202fattraverso contenuti personalizzati<\/strong>, fruibili lungo tutto il percorso decisionale.<\/p>\n L\u2019obiettivo di una strategia di ABM \u00e8 quello di identificare dentro aziende target i ruoli decisionali, ingaggiarli, fidelizzarli e trasformarli in clienti. Lo schema sottostante riporta le 3 tipologie di ABM che si possono utilizzare: la scelta tra uno o l\u2019altro ricade in base agli obiettivi aziendali, al livello di segmentazione che si vuole raggiungere e al budget che si pu\u00f2 investire.[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][divider line_type=”No Line” custom_height=”10″][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_custom_heading text=”Tipi di ABM” font_container=”tag:h3|text_align:center” use_theme_fonts=”yes”][nectar_horizontal_list_item columns=”3″ column_layout_using_3_columns=”even” col_1_text_align=”center” col_2_text_align=”center” col_3_text_align=”center” col_1_text_element=”h4″ col_2_text_element=”h4″ col_3_text_element=”h4″ font_family=”p” hover_effect=”none” icon_family=”none” icon_size=”regular” col_1_content=”Programmatic ABM” col_2_content=”ABM Lite” col_3_content=”Strategic ABM”][nectar_horizontal_list_item columns=”3″ column_layout_using_3_columns=”even” col_1_text_align=”center” col_2_text_align=”center” col_3_text_align=”center” col_1_text_element=”h5″ col_2_text_element=”h5″ col_3_text_element=”h5″ font_family=”p” hover_effect=”none” icon_family=”none” icon_size=”regular” col_1_content=”One-to-many” col_2_content=”One-to-few” col_3_content=”One-to-one”][nectar_horizontal_list_item columns=”3″ column_layout_using_3_columns=”even” col_1_text_align=”center” col_2_text_align=”center” col_3_text_align=”center” col_1_text_element=”p” col_2_text_element=”p” col_3_text_element=”p” font_family=”p” hover_effect=”none” icon_family=”none” icon_size=”regular” col_1_content=”Campagne di awareness profilate su account simili tra loro” col_2_content=”Attivit\u00e0 e messaggi personalizzati per pi\u00f9 account che hanno esigenze e mercati simili” col_3_content=”Attivit\u00e0 e messaggi altamente personalizzati per account”][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Nulla vieta, anzi ove possibile lo consigliamo caldamente, di usare tutte e 3 le tipologie costruendo un funnel di acquisizione<\/strong>, lavorando su campagne one-to-many per aumentare la brand awareness per poi colpire nel segno con attivit\u00e0 one-to-one.<\/p>\n L\u2019ABM rappresenta in chiave digitale quello che ogni commerciale fa nel proprio quotidiano<\/strong>:[\/vc_column_text][\/vc_column][\/vc_row][vc_row type=”full_width_background” full_screen_row_position=”middle” column_margin=”default” equal_height=”yes” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” advanced_gradient_angle=”0″ overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none” shape_type=”” gradient_type=”default”][vc_column column_padding=”padding-3-percent” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”right” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” advanced_gradient_angle=”0″ gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” enable_animation=”true” animation=”fade-in-from-bottom” animation_easing=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid” gradient_type=”default”][nectar_icon_list animate=”true” color=”Accent-Color” direction=”vertical” icon_size=”small” icon_style=”no-border”][nectar_icon_list_item icon_type=”icon” icon_family=”iconsmind” text_full_html=”simple” title=”List Item” id=”1734596869157-5″ tab_id=”1734596869158-3″ icon_iconsmind=”iconsmind-Business-ManWoman” header=”identificare le aziende e i ruoli chiave all\u2019interno delle stesse;”][\/nectar_icon_list_item][nectar_icon_list_item icon_type=”icon” icon_family=”iconsmind” text_full_html=”simple” title=”List Item” id=”1734596869198-9″ tab_id=”1734596869200-6″ icon_iconsmind=”iconsmind-Target-Market” header=”capire come si comporta il target e dove pu\u00f2 facilmente individuarlo;”][\/nectar_icon_list_item][nectar_icon_list_item icon_type=”icon” icon_family=”iconsmind” text_full_html=”simple” title=”List Item” id=”1734596869221-3″ tab_id=”1734596869222-3″ icon_iconsmind=”iconsmind-Love-Window” header=”approcciarsi al possibile cliente con contenuti d\u2019interesse;”][\/nectar_icon_list_item][nectar_icon_list_item icon_type=”icon” icon_family=”iconsmind” text_full_html=”simple” title=”List Item” id=”1734596869235-4″ tab_id=”1734596869236-7″ icon_iconsmind=”iconsmind-Speach-BubbleDialog” header=”creare una comunicazione efficace e iniziare un\u2019interazione finalizzata alla vendita.”][\/nectar_icon_list_item][\/nectar_icon_list][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][divider line_type=”No Line” custom_height=”10″][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]Esistono 3 diversi tipi di ABM, che differiscono tra loro per il numero di aziende e ruoli che si vogliono\/possono prendere in considerazione durante l\u2019attivit\u00e0. Il ruolo del commerciale \u00e8 mutato notevolmente negli anni, cos\u00ec come il comportamento dell\u2019utente finale. In un panorama eclettico, dove le intenzioni d\u2019acquisto sono vagliate da una moltitudine di figure diverse all\u2019interno delle aziende, i punti di contatto per i sales crescono a dismisura mentre le opportunit\u00e0 di raggiungere i possibili prospect si assottigliano.<\/p>\n L\u2019ABM \u00e8 pensato per dare supporto digitale alle vendite<\/strong>, alleggerire il carico dell\u2019attivit\u00e0 commerciale andando a colpo sicuro sui profili target potenzialmente interessati al prodotto\/servizio. Quali strumenti non possono mancare?<\/p>\n [vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right”…<\/p>\n","protected":false},"author":14,"featured_media":13213,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[26],"tags":[248,397,765],"class_list":{"0":"post-13176","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing-e-commerce","8":"tag-digital-marketing","9":"tag-lead-generation","10":"tag-servizi-martech"},"acf":[],"yoast_head":"\n
\n\u00c8 un\u2019attivit\u00e0 ad alto valore aggiunto per le imprese e grazie alla stretta collaborazione e allineamento tra marketing e sales<\/a><\/strong> permette di:<\/p>\n\n
Dalla teoria alla pratica: come si fa ABM<\/h2>\n
\nOgnuna delle tre tipologie segue le medesime fasi:<\/p>\n\n
\ndi acquisire contatti” use_theme_fonts=”yes”][divider line_type=”No Line” custom_height_phone=”20″][nectar_btn size=”medium” open_new_tab=”true” button_style=”see-through-2″ color_override=”#ffffff” hover_color_override=”#17fdb4″ hover_text_color_override=”#000000″ icon_family=”none” text=”SCOPRI I NOSTRI SERVIZI” url=”https:\/\/www.intesys.it\/digital-marketing\/lead-generation-b2b\/”][\/vc_column][\/vc_row][vc_row type=”in_container” full_screen_row_position=”middle” column_margin=”default” column_direction=”default” column_direction_tablet=”default” column_direction_phone=”default” scene_position=”center” text_color=”dark” text_align=”left” row_border_radius=”none” row_border_radius_applies=”bg” overflow=”visible” overlay_strength=”0.3″ gradient_direction=”left_to_right” shape_divider_position=”bottom” bg_image_animation=”none”][vc_column column_padding=”no-extra-padding” column_padding_tablet=”inherit” column_padding_phone=”inherit” column_padding_position=”all” column_element_direction_desktop=”default” column_element_spacing=”default” desktop_text_alignment=”default” tablet_text_alignment=”default” phone_text_alignment=”default” background_color_opacity=”1″ background_hover_color_opacity=”1″ column_backdrop_filter=”none” column_shadow=”none” column_border_radius=”none” column_link_target=”_self” column_position=”default” gradient_direction=”left_to_right” overlay_strength=”0.3″ width=”1\/1″ tablet_width_inherit=”default” animation_type=”default” bg_image_animation=”none” border_type=”simple” column_border_width=”none” column_border_style=”solid”][vc_column_text]\nPerch\u00e9 l\u2019ABM pu\u00f2 dare un boost alle vendite<\/h2>\n
\nL\u2019apporto del team marketing su tutta la fase comunicativa fa s\u00ec che i team riescano a mantenersi allineati e a lavorare in sinergia<\/strong> per massimizzare i risultati.<\/p>\n\n
Sei un commerciale e vuoi portare l\u2019ABM all\u2019interno della tua azienda?<\/h4>\n[\/vc_column_text][nectar_btn size=”large” open_new_tab=”true” button_style=”regular” button_color_2=”Accent-Color” color_override=”#0f33ce” solid_text_color_override=”#ffffff” icon_family=”none” text=”PRENOTA UNA CALL ESPLORATIVA” margin_top=”10″ url=”https:\/\/www.intesys.it\/digital-marketing\/lead-generation-b2b\/#contattaci”][\/vc_column][\/vc_row]\n","protected":false},"excerpt":{"rendered":"