{"id":9487,"date":"2024-03-24T14:00:07","date_gmt":"2024-03-24T12:00:07","guid":{"rendered":"https:\/\/www.andreoliestudio.com\/?p=9487"},"modified":"2024-03-28T18:31:46","modified_gmt":"2024-03-28T16:31:46","slug":"que-es-el-account-based-marketing","status":"publish","type":"post","link":"https:\/\/www.andreoliestudio.com\/en\/noticias\/que-es-el-account-based-marketing\/","title":{"rendered":"Pasos b\u00e1sicos al realizar una campa\u00f1a ABM"},"content":{"rendered":"<div id=\"attachment_16216\" style=\"width: 1034px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-16216\" class=\"size-large wp-image-16216\" src=\"https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2022\/12\/Pasos-basicos-al-realizar-una-campana-ABM-1-1024x683.jpg\" alt=\"\" width=\"1024\" height=\"683\" srcset=\"https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2022\/12\/Pasos-basicos-al-realizar-una-campana-ABM-1-1024x683.jpg 1024w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2022\/12\/Pasos-basicos-al-realizar-una-campana-ABM-1-300x200.jpg 300w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2022\/12\/Pasos-basicos-al-realizar-una-campana-ABM-1-768x512.jpg 768w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2022\/12\/Pasos-basicos-al-realizar-una-campana-ABM-1-900x600.jpg 900w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2022\/12\/Pasos-basicos-al-realizar-una-campana-ABM-1.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><p id=\"caption-attachment-16216\" class=\"wp-caption-text\">Foto: Pixabay.com<\/p><\/div>\n<p><strong>El Account Based Marketing (marketing basado en cuentas) o ABM es una estrategia que se emplea en el marketing de empresas de tipo B2B<\/strong>. La estrategia se basa en ejecutar una serie de acciones de car\u00e1cter personalizado a fin de lograr una comunicaci\u00f3n m\u00e1s cercana con las potenciales cuentas o clientes.<\/p>\n<p><strong>La meta del ABM es destacar la presencia de la marca en los espacios adecuados para llegar al cliente objetivo.<\/strong>La estrategia ejecuta ciclos de ventas m\u00e1s cortos que el funnel tradicional. La experiencia del cliente es primordial y debe resultar satisfactoria para as\u00ed lograr la conversi\u00f3n y la fidelidad.<\/p>\n<p><strong>Aplicar la estrategia Account Based Marketing correctamente favorecer\u00e1 a la toma de decisiones de la empresa<\/strong>. Por lo tanto, tambi\u00e9n contribuir\u00e1 a optimizar el presupuesto de marketing de forma eficiente. Para realizar una campa\u00f1a ABM el embudo o funnel de ventas se divide en las siguientes etapas o pasos:<\/p>\n<div id=\"attachment_9490\" style=\"width: 970px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-9490\" class=\"size-full wp-image-9490\" src=\"https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/Que-es-el-Account-Based-Marketing-2.jpg\" alt=\"\" width=\"960\" height=\"643\" srcset=\"https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/Que-es-el-Account-Based-Marketing-2.jpg 960w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/Que-es-el-Account-Based-Marketing-2-300x201.jpg 300w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/Que-es-el-Account-Based-Marketing-2-768x514.jpg 768w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/Que-es-el-Account-Based-Marketing-2-900x604.jpg 900w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/Que-es-el-Account-Based-Marketing-2-600x403.jpg 600w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/Que-es-el-Account-Based-Marketing-2-400x269.jpg 400w\" sizes=\"auto, (max-width: 960px) 100vw, 960px\" \/><p id=\"caption-attachment-9490\" class=\"wp-caption-text\">Foto: Pixabay.com<\/p><\/div>\n<p><strong>1.- Selecci\u00f3n y clasificaci\u00f3n de cuentas.<\/strong> En esta etapa no se trabaja en relaci\u00f3n a un buyer persona,\u00a0 sino en base a clientes realmente importantes para la empresa. Es decir, que se debe determinar mediante una investigaci\u00f3n de mercado cu\u00e1les clientes o cuentas son de valor para la marca seg\u00fan sus caracter\u00edsticas y por lo tanto representan altas probabilidades de conversi\u00f3n.<\/p>\n<p><strong>2.- Lead Nurturing o nutrici\u00f3n de leads.<\/strong> Una vez seleccionados los clientes potenciales se determinar\u00e1n las acciones de marketing que se pondr\u00e1n en pr\u00e1ctica. En esta etapa se busca fortalecer y nutrir, a trav\u00e9s de un contenido personalizado, el inter\u00e9s de aquellos clientes\u00a0 que ya demostraron inclinaci\u00f3n hacia la marca. Por ejemplo, los clientes que llenaron un formulario de solicitud de informaci\u00f3n o se suscribieron\u00a0 a la newsletter.<\/p>\n<div id=\"attachment_16219\" style=\"width: 1034px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-16219\" class=\"size-large wp-image-16219\" src=\"https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2022\/12\/Pasos-basicos-al-realizar-una-campana-ABM-2-1024x682.jpg\" alt=\"\" width=\"1024\" height=\"682\" srcset=\"https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2022\/12\/Pasos-basicos-al-realizar-una-campana-ABM-2-1024x682.jpg 1024w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2022\/12\/Pasos-basicos-al-realizar-una-campana-ABM-2-300x200.jpg 300w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2022\/12\/Pasos-basicos-al-realizar-una-campana-ABM-2-768x512.jpg 768w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2022\/12\/Pasos-basicos-al-realizar-una-campana-ABM-2-900x600.jpg 900w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/2022\/12\/Pasos-basicos-al-realizar-una-campana-ABM-2.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><p id=\"caption-attachment-16219\" class=\"wp-caption-text\">Foto: Pixabay.com<\/p><\/div>\n<p><strong>3.- Conversi\u00f3n.<\/strong> Adem\u00e1s de crear un contenido que no sea general,\u00a0 es importante definir el medio por el cual se buscar\u00e1 llegar al cliente. Este no debe descartar la informaci\u00f3n o propuesta entregada. Tambi\u00e9n, se deber\u00e1 hacer notar a la marca en aquellas plataformas que son de uso frecuente por el cliente a modo de captar su atenci\u00f3n. En esta etapa ser\u00e1 de gran ayuda la investigaci\u00f3n realizada sobre las cuentas y sus intereses. El medio por el cual se pondr\u00e1 en contacto la empresa con el lead favorece la conversi\u00f3n.<\/p>\n<p><strong>4.- Fidelidad.<\/strong> Una vez lograda la venta es indispensable crear una relaci\u00f3n prolongada con la cuenta. En este paso se pone en pr\u00e1ctica estrategias que consoliden la relaci\u00f3n comercial con el cliente por mucho m\u00e1s tiempo y este a su vez recomiende a la marca.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>El Account Based Marketing (marketing basado en cuentas) o ABM es una estrategia que se emplea en el marketing de empresas de tipo B2B. La estrategia se basa en ejecutar&#8230;<\/p>\n","protected":false},"author":1001014,"featured_media":16216,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[276,184],"tags":[1027,1028,531,820,1617,335,241,776,1031,400,314,433,1029,1030,455,229,394,344,1440,395,811,1618,340,381],"class_list":["post-9487","post","type-post","status-publish","format-standard","has-post-thumbnail","category-marketing","category-tiendas-online","tag-abm","tag-accountbasedmarketing","tag-campana","tag-canales","tag-claves","tag-clientes","tag-consejos","tag-conversion","tag-cuentas","tag-e-commerce","tag-empresas","tag-estrategias","tag-fidelidad","tag-leadnurturing","tag-marcas","tag-marketing","tag-marketingdigital","tag-medios","tag-pasos","tag-publicidad","tag-recomendaciones","tag-relacioncomercial","tag-rentabilidad","tag-ventas"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - 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