Account based marketing (ABM)vsdobbelmaterialitet

Account Based Marketing (ABM) focuses on highly targeted, personalized marketing efforts directed at specific high-value accounts, requiring deep insights into the business context and stakeholder priorities. Dobbelmaterialitet (double materiality) expands traditional materiality by considering both the financial impacts of sustainability issues on the company and the company's environmental and social impacts on external stakeholders. In the context of marketing and digital strategy, integrating dobbelmaterialitet into ABM means that marketers tailor their messaging and value propositions not only around the financial benefits and risks relevant to the target account but also around the sustainability impacts that matter to that account’s stakeholders and regulatory environment. This dual perspective enables ABM campaigns to resonate more authentically with decision-makers who are increasingly influenced by ESG (Environmental, Social, Governance) considerations. Practically, this could involve using sustainability data and impact metrics to customize content, demonstrate alignment with the target account’s double materiality concerns, and build trust through transparency. Digital strategies supporting ABM can leverage sustainability reporting tools and data analytics to identify which sustainability issues are material to each account, thereby enhancing personalization and relevance. Thus, dobbelmaterialitet enriches ABM by embedding sustainability as a core dimension of account insights and messaging, making campaigns more compelling in a market where ESG factors drive purchasing decisions and partnerships.