Account based marketing (ABM)vskontaktmatrise

Account Based Marketing (ABM) focuses on targeting and engaging specific high-value accounts through personalized marketing efforts. A 'kontaktmatrise' (contact matrix) is a structured tool that maps out key stakeholders, decision-makers, and influencers within those target accounts, detailing their roles, communication preferences, and relationship status. In practice, the kontaktmatrise enables ABM teams to precisely identify whom to engage, tailor messaging to individual contacts, and coordinate multi-channel outreach strategies effectively. By maintaining an up-to-date kontaktmatrise, marketers can track engagement progress across different contacts within the same account, avoid redundant communications, and align sales and marketing efforts around shared insights. This granular contact-level intelligence is critical for ABM’s success because it transforms broad account targeting into actionable, personalized interactions, thereby increasing conversion rates and deepening account relationships.