Account based marketing (ABM)vsvisjonformulering

Account Based Marketing (ABM) is a highly targeted marketing approach that focuses on engaging specific high-value accounts with personalized campaigns. Visjonformulering, or vision formulation, defines the long-term strategic direction and core aspirations of a business. The relationship between ABM and visjonformulering lies in how a clearly articulated vision guides the selection and prioritization of target accounts in ABM strategies. Specifically, the vision sets the criteria for what kinds of customers or accounts align with the company's future goals and values, enabling marketing and sales teams to tailor ABM efforts toward those accounts that best fit the strategic vision. Conversely, insights gained from ABM campaigns—such as which accounts respond best and what messaging resonates—can inform and refine the vision formulation process by highlighting market opportunities and customer needs. In digital strategy, this interplay ensures that digital marketing resources are allocated efficiently to support the vision through focused ABM initiatives, creating a feedback loop where vision shapes ABM targeting and ABM outcomes influence vision adjustments. This alignment ensures that marketing efforts are not just personalized but strategically coherent, driving business growth in line with the company's long-term aspirations.