Account based marketing (ABM)vscsrstrategi
Relasjonsforklaring
Account Based Marketing (ABM) focuses on highly targeted, personalized marketing efforts toward specific high-value accounts, requiring deep understanding of each account's values, priorities, and business context. Integrating a company's CSR strategy (csrstrategi) into ABM campaigns can enhance relevance and resonance by aligning marketing messages with the social and environmental values important to the target accounts. Practically, this means that when executing ABM, marketers can tailor content and engagement strategies to highlight how the company’s CSR initiatives address issues that matter to the target account’s industry, stakeholders, or corporate values, thereby building trust and differentiation. Additionally, embedding CSR elements into ABM can support digital strategy by providing authentic storytelling assets and data points that improve engagement metrics and foster long-term relationships. This alignment is especially critical in B2B contexts where procurement decisions increasingly consider supplier sustainability and ethical practices. Thus, CSR strategy informs the thematic and value-driven messaging in ABM, while ABM provides a precise channel to communicate CSR commitments to the most influential decision-makers, making the relationship a strategic lever for competitive advantage and deeper account engagement.
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Account based marketing (ABM)
A strategic marketing approach that targets specific business accounts rather than a broad audience, focusing on personalized engagement and tailored strategies.
csrstrategi
A corporate social responsibility strategy; a plan or approach adopted by a company to integrate social and environmental concerns into its business operations and interactions with stakeholders.