{"id":58379,"date":"2022-06-08T10:20:37","date_gmt":"2022-06-08T08:20:37","guid":{"rendered":"https:\/\/blog.euncet.com\/?p=58379"},"modified":"2024-11-15T18:13:11","modified_gmt":"2024-11-15T17:13:11","slug":"que-es-account-based-marketing","status":"publish","type":"post","link":"https:\/\/www.euncet.com\/blog\/ca\/que-es-account-based-marketing\/","title":{"rendered":"Account Based Marketing o guia per a enfocar-te al client ideal"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">\u00daltimament, les teves estrat\u00e8gies de m\u00e0rqueting no donen els resultats esperats? No saps com enfocar les teves accions als negocis B2B? La transformaci\u00f3 digital ha canviat per complet el funcionament de l&#8217;ecosistema empresarial, i amb aix\u00f2 les l\u00f2giques d&#8217;interacci\u00f3 amb aquest tipus d&#8217;empreses.<\/span><\/p><div id=\"ez-toc-container\" class=\"ez-toc-v2_0_83 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">\u00cdNDEX DE CONTINGUTS<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #222222;color:#222222\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #222222;color:#222222\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-account-based-marketing\/#Que_es_lAccount_Based_Marketing_ABM\" >Qu\u00e8 \u00e9s l\u2019Account Based Marketing (ABM)?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-account-based-marketing\/#Diferencies_entre_lABM_i_el_marqueting_B2B_tradicional_Inbound_Marketing\" >Difer\u00e8ncies entre l\u2019ABM i el m\u00e0rqueting B2B tradicional (Inbound Marketing)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-account-based-marketing\/#Passos_per_a_aconseguir_el_teu_client_ideal\" >Passos per a aconseguir el teu client ideal<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-account-based-marketing\/#Identifica_defineix_i_genera_una_llista_de_comptes\" >Identifica, defineix i genera una llista de comptes<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-account-based-marketing\/#Crea_ofertes_i_continguts_personalitzats\" >Crea ofertes i continguts personalitzats<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-account-based-marketing\/#Crea_una_campanya\" >Crea una campanya<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/www.euncet.com\/blog\/ca\/que-es-account-based-marketing\/#Mesura_els_resultats\" >Mesura els resultats<\/a><\/li><\/ul><\/li><\/ul><\/nav><\/div>\n\n<p><span style=\"font-weight: 400;\">Aquesta hiperconectivitat fa que el mercat sigui cada vegada m\u00e9s competitiu i que els clients potencials siguin exigents davant tanta oferta. Ara b\u00e9, si et dediques al m\u00f3n del m\u00e0rqueting i les vendes i vols saber com enfocar-te al client ideal des del primer moment, has de descobrir qu\u00e8 \u00e9s l\u2019<\/span><b>Account Based Marketing <\/b><span style=\"font-weight: 400;\">i quina pot ser la soluci\u00f3 a aquest problema.<\/span><\/p>\n<p><img fetchpriority=\"high\" decoding=\"async\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/06\/account-based-marketing-abm.jpg\" alt=\"Qu\u00e9 es el Account Based Marketing, el marketing basado en cuentas.\" width=\"750\" height=\"300\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Que_es_lAccount_Based_Marketing_ABM\"><\/span><span style=\"font-weight: 400;\">Qu\u00e8 \u00e9s l\u2019Account Based Marketing (ABM)?<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">El <\/span><b>m\u00e0rqueting basat en comptes, o Account Based Marketing (ABM)<\/b><span style=\"font-weight: 400;\"> en angl\u00e8s, \u00e9s una estrat\u00e8gia de m\u00e0rqueting centrada en el creixement de les companyies B2B i en la qual treballen conjuntament l&#8217;<\/span><b>equip de vendes i el departament de m\u00e0rqueting.<\/b><\/p>\n<p><span style=\"font-weight: 400;\">Tots dos departaments s&#8217;alien per a identificar els comptes que puguin tenir un major valor per a l&#8217;empresa B2B, prenguin decisions i centrar aix\u00ed les seves campanyes de ABM.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">El Account Based Marketing \u00e9s una <\/span><b>estrat\u00e8gia de resultats<\/b><span style=\"font-weight: 400;\"> que utilitza els beneficis de l\u2019Inbound Marketing per a centrar-se en les necessitats de clients espec\u00edfics. \u00c9s a dir, gr\u00e0cies al contingut personalitzat, l\u2019Account Based Marketing aconsegueix crear campanyes de m\u00e0rqueting espec\u00edfiques amb les quals <\/span><b>generar valor<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Una altra de les seves caracter\u00edstiques \u00e9s que\u00a0 l\u2019estrat\u00e8gia de ABM funciona en negocis que tinguin un cicle de vida llarg en el proc\u00e9s de vendes, que ofereixin productes i\/o serveis espec\u00edfics i\/o que ja tinguin als seus clients potencials gaireb\u00e9 definits (perfil del client ideal o Ideal Customer Profile, ICP en angl\u00e8s).<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Et pot interessar: <\/span><a href=\"https:\/\/blog.euncet.com\/ca\/aconsegueix-una-estrategia-de-venda-b2c-exit\/\"><span style=\"font-weight: 400;\">Aconsegueix una estrat\u00e8gia de venda B2C que tingui \u00e8xit<\/span><\/a><img decoding=\"async\" style=\"color: revert; font-size: revert; font-weight: revert;\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/06\/account-based-marketing-diferencias-con-embudo-tradicional.jpg\" alt=\"Account Based Marketing: sus diferencias con el embudo tradicional del Inbound Marketing\" width=\"750\" height=\"300\" \/><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Diferencies_entre_lABM_i_el_marqueting_B2B_tradicional_Inbound_Marketing\"><\/span><span style=\"font-weight: 400;\">Difer\u00e8ncies entre l\u2019ABM i el m\u00e0rqueting B2B tradicional (Inbound Marketing)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">L\u2019Account Based M\u00e0rqueting enfoca la seva estrat\u00e8gia a con\u00e8ixer els <\/span><b>interessos, problemes i necessitats dels clients<\/b><span style=\"font-weight: 400;\"> per a poder aportar-los valor amb missatges personalitzats,\u00a0 rellevant i de qualitat. Aix\u00ed doncs, des del primer moment, aquest tipus d&#8217;estrat\u00e8gies defineix el seu <\/span><i><span style=\"font-weight: 400;\">target <\/span><\/i><span style=\"font-weight: 400;\">i enfoca els esfor\u00e7os de venda i captaci\u00f3 directament per als comptes m\u00e9s afins als seus <\/span><b><i>buyer persona<\/i><\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Per a aix\u00f2 \u00e9s important tenir una bona estrat\u00e8gia d\u2019<\/span><b>Inbound Marketing<\/b><span style=\"font-weight: 400;\"> (m\u00e0rqueting de continguts) que complementi les accions de l\u2019ABM, ja que el contingut ha de dirigir-se a cada organitzaci\u00f3 sense replicar-se en totes les campanyes.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A difer\u00e8ncia del m\u00e0rqueting B2B tradicional, que t\u00e9 com a principal objectiu aconseguir <\/span><i><span style=\"font-weight: 400;\">leads <\/span><\/i><span style=\"font-weight: 400;\">a trav\u00e9s de dos <\/span><i><span style=\"font-weight: 400;\">funnels <\/span><\/i><span style=\"font-weight: 400;\">(m\u00e0rqueting i vendes), l\u2019Account Based Marketing se centra en <\/span><b>aconseguir comptes espec\u00edfics<\/b><span style=\"font-weight: 400;\"> triats a trav\u00e9s d&#8217;un \u00fanic <\/span><i><span style=\"font-weight: 400;\">funnel <\/span><\/i><span style=\"font-weight: 400;\">que alinea tots dos departaments.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Un altre aspecte important en el qual es diferencien \u00e9s en el KPI amb el qual mesuren l&#8217;\u00e8xit, mentre que el m\u00e0rqueting B2B tradicional se centra en els<\/span><i><span style=\"font-weight: 400;\"> leads <\/span><\/i><span style=\"font-weight: 400;\">qualificats, la campanya de ABM ho fa en les <\/span><b>vendes<\/b><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Aix\u00ed doncs, l\u2019Account Based M\u00e0rqueting \u00e9s una metodologia que basa la seva estrat\u00e8gia en les necessitats dels clients des del primer moment i, sobre aix\u00f2, personalitza l&#8217;experi\u00e8ncia, tenint com a refer\u00e8ncia els comptes de clients objectius o ideals.<\/span><\/p>\n<h2><img decoding=\"async\" class=\"aligncenter\" style=\"font-family: Lato, sans-serif; font-size: 15px;\" src=\"https:\/\/blog.euncet.com\/wp-content\/uploads\/2022\/06\/account-based-marketing-cliente-ideal.jpg\" alt=\"Account Based Marketing y sus beneficios para las empresas B2B.\" width=\"750\" height=\"300\" \/><\/h2>\n<h2><span class=\"ez-toc-section\" id=\"Passos_per_a_aconseguir_el_teu_client_ideal\"><\/span><span style=\"font-weight: 400;\">Passos per a aconseguir el teu client ideal<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">A continuaci\u00f3, t\u2019expliquem els quatre passos b\u00e0sics amb els quals pots dur a terme la teva estrat\u00e8gia d\u2019Account Based M\u00e0rqueting i identificar aix\u00ed al teu client ideal.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Identifica_defineix_i_genera_una_llista_de_comptes\"><\/span><span style=\"font-weight: 400;\">Identifica, defineix i genera una llista de comptes<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Abans de crear l&#8217;estrat\u00e8gia de contingut \u00e9s crucial <\/span><b>identificar i definir els comptes de valor<\/b><span style=\"font-weight: 400;\"> per al teu negoci, amb l\u2019objectiu de poder generar despr\u00e9s llistes de comptes a les quals associar les accions de m\u00e0rqueting de continguts.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Dins d&#8217;aquesta branca del m\u00e0rqueting, existeixen tres tipus <\/span><b>d&#8217;estrat\u00e8gies d\u2019ABM<\/b><span style=\"font-weight: 400;\"> en funci\u00f3 el nombre de clients al qual es dirigeixen les accions, aix\u00ed com el grau de personalitzaci\u00f3 d&#8217;aquestes:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>ABM <\/b><b><i>one to one<\/i><\/b><span style=\"font-weight: 400;\">: tamb\u00e9 conegut com ABM estrat\u00e8gic, centra l&#8217;estrat\u00e8gia en un grup redu\u00eft d&#8217;empreses reals per a una major personalitzaci\u00f3.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>ABM <\/b><b><i>one to few<\/i><\/b><span style=\"font-weight: 400;\">: a difer\u00e8ncia de l&#8217;anterior, en el <\/span><i><span style=\"font-weight: 400;\">one to few<\/span><\/i><span style=\"font-weight: 400;\"> l&#8217;acci\u00f3 es dirigeix a <\/span><i><span style=\"font-weight: 400;\">clusters<\/span><\/i><span style=\"font-weight: 400;\"> o grups d&#8217;empresa que comparteixen caracter\u00edstiques. No es perd la personalitzaci\u00f3, per\u00f2 s&#8217;amplia el nombre d&#8217;empreses a les quals s&#8217;enfoca l&#8217;estrat\u00e8gia.<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><b>ABM <\/b><b><i>one to many<\/i><\/b><span style=\"font-weight: 400;\">. Aquesta estrat\u00e8gia \u00e9s la que aporta una menor personalitzaci\u00f3, ja que pret\u00e9n abastar a un major nombre de comptes potencials. Sol confondre&#8217;s amb l\u2019Inbound Marketing.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Triar entre una de les tres estrat\u00e8gies dependr\u00e0 del ROI (Return On Investment o retorn sobre la inversi\u00f3) de cada compte.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Crea_ofertes_i_continguts_personalitzats\"><\/span><span style=\"font-weight: 400;\">Crea ofertes i continguts personalitzats<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Una vegada identificats els ICP \u00e9s el moment de <\/span><b>definir els objectius tenint en compte una visi\u00f3 integral del negoci per a personalitzar el contingut de cada compte.<\/b><span style=\"font-weight: 400;\"> Aquesta fase \u00e9s molt important, ja que haur\u00e0s de definir tamb\u00e9 l&#8217;experi\u00e8ncia de client que vols que tinguin.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Una vegada creat, el <\/span><b><i>customer journey map<\/i><\/b><span style=\"font-weight: 400;\"> o mapa d&#8217;experi\u00e8ncia del client ajudar\u00e0 al fet que l&#8217;estrat\u00e8gia de comunicaci\u00f3 sigui m\u00e9s \u00e0gil i fluida entre els departaments de m\u00e0rqueting i vendes.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Crea_una_campanya\"><\/span><span style=\"font-weight: 400;\">Crea una campanya<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Despr\u00e9s dels anteriors passos ara arriba el moment de fer la campanya amb la qual atreure i <\/span><b>generar una comunicaci\u00f3 bidireccional<\/b><span style=\"font-weight: 400;\"> amb els comptes objectiu per a construir relacions s\u00f2lides.<\/span><\/p>\n<h3><span class=\"ez-toc-section\" id=\"Mesura_els_resultats\"><\/span><span style=\"font-weight: 400;\">Mesura els resultats<\/span><span class=\"ez-toc-section-end\"><\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Finalment, com en qualsevol estrat\u00e8gia, \u00e9s crucial mesurar els resultats. Monitorar i analitzar els resultats ajudar\u00e0 a optimitzar les accions realitzades i, en conseq\u00fc\u00e8ncia, a potenciar el creixement de l&#8217;empresa o organitzaci\u00f3.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Ara que ja coneixes els beneficis d&#8217;implementar una estrat\u00e8gia d\u2019Account Based Marketing en el teu cicle de vendes i m\u00e0rqueting B2B, pots descobrir m\u00e9s estrat\u00e8gies i t\u00e8cniques de m\u00e0rqueting en el <\/span><a href=\"https:\/\/www.euncet.com\/ca\/graus\/grau-marqueting-innovacio-i-tecnologia\/\"><span style=\"font-weight: 400;\">Grau en M\u00e0rqueting, Innovaci\u00f3 i Tecnologia de l\u2019Euncet Business School.<\/span><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u00daltimament, les teves estrat\u00e8gies de m\u00e0rqueting no donen els resultats esperats? No saps com enfocar les teves accions als negocis B2B? La transformaci\u00f3 digital ha canviat per complet el funcionament de l&#8217;ecosistema empresarial, i amb aix\u00f2 les l\u00f2giques d&#8217;interacci\u00f3 amb aquest tipus d&#8217;empreses. Aquesta hiperconectivitat fa que el mercat sigui cada vegada m\u00e9s competitiu i [&hellip;]<\/p>\n","protected":false},"author":28,"featured_media":53761,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[454],"tags":[],"class_list":["post-58379","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marqueting-comunicacio-i-vendes"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Account Based Marketing. 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