{"id":3154,"date":"2020-01-19T15:17:21","date_gmt":"2020-01-19T07:17:21","guid":{"rendered":"https:\/\/headlineforce.com\/?p=3154"},"modified":"2022-05-13T12:11:08","modified_gmt":"2022-05-13T04:11:08","slug":"%e5%a4%a7%e5%8f%97b2b%e6%ad%a1%e8%bf%8e%e7%9a%84%e7%9b%ae%e6%a8%99%e5%ae%a2%e8%a1%8c%e9%8a%b7%e8%a1%93%ef%bd%9caccount-based-marketing","status":"publish","type":"post","link":"https:\/\/headlineforce.com\/2020\/01\/19\/%e5%a4%a7%e5%8f%97b2b%e6%ad%a1%e8%bf%8e%e7%9a%84%e7%9b%ae%e6%a8%99%e5%ae%a2%e8%a1%8c%e9%8a%b7%e8%a1%93%ef%bd%9caccount-based-marketing\/","title":{"rendered":"\u5927\u53d7B2B\u6b61\u8fce\u7684\u76ee\u6a19\u5ba2\u884c\u92b7\u8853\uff5cAccount-Based Marketing"},"content":{"rendered":"\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<p>\u5728B2B\u7684\u4e16\u754c\u88e1\uff0c\u6709\u5169\u5927\u884c\u92b7\u986f\u5b78\u3002\u4e00\u500b\u662f\u4ee3\u8868\u300c\u65b0\u5ba2\u6236\u958b\u767c\u300d\u7684Lead Generation\uff1b\u53e6\u4e00\u500b\u662f\u4ee3\u8868\u300c\u8001\u5ba2\u6236\u884c\u92b7\u300d\u7684ABM\u3002<\/p>\n\n\n\n<hr class=\"wp-block-separator\"\/>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\u6f5b\u5728\u5ba2\u6236\u958b\u767c (<\/strong><strong>Lead Generation)<\/strong><\/h3>\n\n\n\n<p>\u6211\u5011\u66fe\u5728\u300c<a href=\"https:\/\/headlineforce.com\/2019\/07\/14\/b2b%e8%a1%8c%e9%8a%b7%e7%ae%a1%e7%90%86%ef%bd%9c%e6%bd%9b%e5%9c%a8%e5%ae%a2%e6%88%b6%e7%9a%84%e6%bc%8f%e6%96%97%e7%ae%a1%e7%90%86-marketing-pipeline\/\" target=\"_blank\" rel=\"noreferrer noopener\">B2B\u884c\u92b7\u7ba1\u7406\uff5c\u6f5b\u5728\u5ba2\u6236\u7684\u6f0f\u6597\u7ba1\u7406 Marketing Pipeline<\/a>\u300d\u6587\u4e2d\u8ac7\u5230B2B\u7684\u65b0\u5ba2\u884c\u92b7\uff0c\u5b83\u662f\u70ba\u4e86\u628a\u7372\u53d6\u7684\u6f5b\u5728\u5ba2\u6236\u4ea4\u5230Sales\u624b\u4e0a\u7167\u9867\u3002\u904e\u7a0b\u4e2d\uff0c\u6211\u5011\u9700\u8981\u300c\u57f9\u80b2\u300d\u6f5b\u5728\u5ba2\u6236\uff0c\u9010\u6b65\u5b8c\u5584\u4ed6\u5011\u7684\u8f2a\u5ed3\u6a23\u8c8c\u3002\u8b93Sales\u6b63\u5f0f\u9032\u884c\u92b7\u552e\u6642\uff0c\u80fd\u63d0\u4f9b\u5c08\u696d\u4e14\u500b\u6027\u5316\u7684\u670d\u52d9\u3002<\/p>\n\n\n\n<p>\u9019\u6b21\uff0c\u6211\u5011\u4f86\u8ac7\u8ac7B2B\u7684\u8001\u5ba2\u6236\u884c\u92b7\u8853\uff0cABM\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>\u76ee\u6a19\u5ba2\u6236\u884c\u92b7 (ABM)<\/strong><\/h3>\n\n\n\n<p><strong>ABM=Account-Based Marketing<\/strong><br>\u6211\u5011\u53ef\u4ee5\u628a\u5b83\u7406\u89e3\u70ba\u300c\u57fa\u65bc\u5ba2\u6236\u7684\u884c\u92b7\u300d\u3002\u81f3\u65bc\u662f\u57fa\u65bc\u4ec0\u9ebc\u5462\uff1f\u90a3\u5c31\u662f\u57fa\u65bc\u9019\u4e9b\u300c\u8001\u5ba2\u6236\u300d\u904e\u53bb\u5c0d\u6211\u5011\u8ca2\u737b\uff0c\u4f86\u5206\u6790\u4ed6\u5011\u672a\u4f86\u7684\u6f5b\u5728\u50f9\u503c\uff0c\u4ee5\u4fbf\u6211\u5011\u6295\u5165\u76f8\u61c9\u8cc7\u6e90\u4f86\u796d\u51fa\u500b\u6027\u5316\u7684\u884c\u92b7\u7b56\u7565\u3002\u5b83\u9700\u8981\u884c\u92b7\u90e8\u3001\u696d\u52d9\u90e8\u8207\u5ba2\u670d\u90e8\u7684\u5408\u4f5c\uff0c\u5728\u8207\u5ba2\u6236\u4e92\u52d5\u6240\u6709\u89f8\u9ede\u4e0a\u50b3\u9054\u4e00\u81f4\u7684\u8a0a\u606f\u3002<br>\u9019\u5728B2B\u7684\u4e16\u754c\u88e1\u5c24\u5176\u91cd\u8981\u3002\u56e0\u70ba\u300c\u4f01\u696d\u5ba2\u6236\u300d\u5f80\u5f80\u6bd4\u300c\u500b\u4eba\u5ba2\u6236\u300d\u6709\u66f4\u9577\u9060\u7684\u5408\u4f5c\u95dc\u4fc2\uff0c\u800c\u4e14\u4f01\u696d\u5ba2\u6236\u5728\u63a1\u8cb7\u7522\u54c1\u670d\u52d9\u6642\uff0c\u6703\u6295\u5165\u8f03\u591a\u7684\u8cc7\u6e90\u4f86\u6c7a\u7b56\u3002\u82e5\u662f\u4ed6\u5011\u88ab\u9078\u70ba\u76ee\u6a19\u5ba2\u6236\uff0c\u5f97\u5230\u66f4\u597d\u7684\u670d\u52d9\uff0c\u6703\u9032\u800c\u589e\u9032\u96d9\u65b9\u5408\u4f5c\u7684\u6a5f\u6703\u3002<\/p>\n\n\n\n<p><strong>B2B\u884c\u92b7\u6bd4\u8f03<br><\/strong>\u65b0\u5ba2\u6236\u7372\u53d6\u7684Lead Generation\u662f\u300c\u6492\u5927\u7db2\u5ee3\u6488\u9b5a\u300d\uff1b\u800c\u8001\u5ba2\u6236\u884c\u92b7\u7684ABM\u5247\u662f\u300c\u62ff\u9b5a\u53c9\u7cbe\u6e96\u9396\u5b9a\u5927\u9b5a\u300d\u3002\u5982\u4e0b\u5716\uff1a<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/i0.wp.com\/martechweekly.com\/wp-content\/uploads\/2020\/04\/e688aae59c96-2020-01-19-e4b88ae58d8810.54.39.png?w=1290&#038;ssl=1\" alt=\"\" class=\"wp-image-3103\" data-recalc-dims=\"1\"\/><\/figure>\n\n\n\n<p><strong>Account-Based = Find out prospects based on best performing accounts<br><\/strong>\u70ba\u4e86\u6316\u6398\u51fa\u66f4\u591a\u7684\u5546\u6a5f\uff0cABM\u7684\u6838\u5fc3\u624b\u6cd5\u5176\u5be6\u5c31\u662f\u5229\u7528\u300c\u6700\u4f73\u5ba2\u7fa4\u300d\u4f86\u505aLookalike Audience\uff0c\u627e\u51fa\u8207\u4ed6\u5011\u76f8\u4f3c\u7684\u9867\u5ba2\u7fa4\uff0c\u4ee5\u9032\u884c\u64f4\u5927\u7684\u500b\u6027\u5316\u884c\u92b7\u3002<\/p>\n\n\n\n<p>\u4ee5\u4e0b\u6211\u5011\u4ee5\u56db\u500b\u6b65\u9a5f\u4f86\u4ecb\u7d39ABM\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>1. \u5206\u6790<\/strong><strong> Analyze<\/strong><\/h3>\n\n\n\n<p><strong>\u627e\u51fa\u6700\u4f73\u8ca2\u737b\u5ba2\u6236\u7684\u7279\u5fb5<br><\/strong>\u9996\u5148\uff0c\u8981\u5f9e\u5ba2\u6236\u8cc7\u6599\u5eab\u88e1\u627e\u51fa\u8868\u73fe\u6700\u7a81\u51fa\u7684\u4e00\u7fa4(Top 20%)\uff0c\u5e7e\u500b\u7c21\u55ae\u7684\u6307\u6a19\u5982\uff1a<\/p>\n\n\n\n<ul><li>Contributed Revenue \u8ca2\u737b\u71df\u6536<\/li><li>Profitability \u5229\u6f64<\/li><li>Retention Rate \u7559\u5b58\u7387<\/li><\/ul>\n\n\n\n<p>\u518d\u4f86\u91dd\u5c0d\u9019\u4e9b\u6700\u4f73\u5ba2\u6236\uff0c\u627e\u51fa\u4ed6\u5011\u8207\u773e\u4e0d\u540c\u4e4b\u8655\uff0c\u7406\u89e3\u70ba\u4f55\u4ed6\u5011\u80fd\u9020\u6210\u9019\u9ebc\u5927\u7684\u8ca2\u737b\uff1f\u70ba\u4ec0\u9ebc\u6211\u5011\u7684\u7522\u54c1\u670d\u52d9\u548c\u4ed6\u5011\u7684\u7279\u6b8a\u8655(\u7279\u5fb5)\u80fd\u7d50\u5408\u5730\u5982\u6b64\u6210\u529f\uff1f\u5e7e\u500b\u6307\u6a19\u5982\uff1a<\/p>\n\n\n\n<ul><li>\u71df\u6536\u57fa\u790e Revenue Base<\/li><li>\u6240\u5728\u7522\u696d Industry Base<\/li><li>\u6240\u7528\u6280\u8853 Technographic (\u6bd4\u5982\u5ba2\u6236\u4f7f\u7528\u7684\u8edf\u786c\u9ad4\u79d1\u6280\u6709\u54ea\u4e9b)<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>2. \u8fa8\u8b58 Identify<\/strong><\/h3>\n\n\n\n<p><strong>\u627e\u51fa\u66f4\u591a\u50cf\u6700\u4f73\u5ba2\u7fa4\u7684\u9867\u5ba2<br><\/strong>\u7b2c\u4e8c\u6b65\u9a5f\uff0c\u5176\u5be6\u5c31\u662f\u6211\u5011\u5e38\u5e38\u807d\u5230\u7684Lookalike\u3002\u91dd\u5c0d\u5f9e\u6700\u4f73\u5ba2\u7fa4\u5206\u6790\u51fa\u7684\u7279\u5fb5\uff0c\u56de\u5230\u5ba2\u6236\u8cc7\u6599\u5eab\u88e1\u627e\u5230\u8207\u4ed6\u5011\u76f8\u4f3c\u7684\u5176\u4ed6\u9867\u5ba2\u3002\u9019\u4e00\u968e\u6bb5\uff0c\u6211\u5011\u4e0d\u53ea\u662f\u8981\u627e\u5230\u516c\u53f8\uff0c\u66f4\u662f\u8981\u627e\u5230\u5176\u4e0b\u7684\u300c\u806f\u7d61\u4eba Contact\u300d\u8cc7\u8a0a\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>3. \u64f4\u5927\u8a8d\u8b58 Expand Understanding<\/strong><\/h3>\n\n\n\n<p><strong>\u64f4\u5927\u81ea\u5df1\u5c0d\u76ee\u6a19\u5ba2\u6236\u8207\u806f\u7d61\u4eba\u7684\u8a8d\u8b58<br><\/strong>\u7136\u800c\uff0c\u4f9d\u7167\u4e0a\u500b\u6b65\u9a5f\u627e\u51fa\u4f86\u7684\u5343\u767e\u500b\u806f\u7d61\u4eba\u4e0d\u6703\u662f\u6700\u4f73\u7684\u53d7\u773e\u5206\u7fa4\u3002\u56e0\u6b64\uff0c\u6211\u5011\u9700\u8981\u64f4\u5927\u5c0d\u5ba2\u6236\u7684\u6d1e\u5bdf\u3002<\/p>\n\n\n\n<p>Company Level \u516c\u53f8\u5c64\u7d1a\u7684\u6d1e\u5bdf\u5982\uff1a<\/p>\n\n\n\n<ul><li>\u5ba2\u6236\u6700\u8fd1\u662f\u5426\u6709\u63a5\u53d7\u6295\u8cc7\uff0c\u5728\u672a\u4f86\u7684\u4e00\u5e74\u53ef\u80fd\u6709\u66f4\u5927\u7684\u6d88\u8cbb\u91cf<\/li><li>\u5ba2\u6236\u662f\u5426\u6709\u4eba\u4e8b\u7570\u52d5<\/li><\/ul>\n\n\n\n<p>Contact Level \u806f\u7d61\u4eba\u5c64\u7d1a\u7684\u6d1e\u5bdf\u5982\uff1a<\/p>\n\n\n\n<ul><li>\u4ed6\u5011\u7684\u7d44\u7e54\u67b6\u69cb<\/li><li>\u4ed6\u5011\u7684\u8077\u8cac\u662f\u4ec0\u9ebc<\/li><li>\u8ab0\u662f\u95dc\u9375\u4eba\u7269 Key Stakeholder<\/li><\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>4. \u6392\u540d Rank<\/strong><\/h3>\n\n\n\n<p><strong>\u6839\u64da\u5206\u6790\uff0c\u8ab0\u662f\u6700\u6709\u53ef\u80fd\u8cfc\u8cb7\u6211\u7522\u54c1\u670d\u52d9\u7684\u5ba2\u6236<br><\/strong>\u6211\u5011\u53ef\u4ee5\u91dd\u5c0d\u9019\u4e9b\u5ba2\u6236\u8207\u806f\u7d61\u4eba\u505a\u51fa\u4e94\u661f\u8a55\u7d1a\uff0c\u627e\u51fa\u8ab0\u662f\u5728\u5343\u767e\u500b\u5ba2\u6236\u88e1\u7684\u982d\u5341\u865f\u4eba\u7269\uff0c\u4f5c\u70ba\u512a\u5148\u7d1a\u6700\u9ad8\u7684\u53d7\u773e\u3002<br>\u5148\u5f9e\u6392\u540d\u6700\u9ad8\u7684\u5ba2\u6236\u958b\u59cb\u767c\u5c55ABM\u7b56\u7565\uff0c\u7d93\u904e\u4fee\u6b63\u8207\u512a\u5316\u5f8c\uff0c\u518d\u5c07\u7b56\u7565\u64f4\u5f35\u5230\u5176\u4ed6\u53d7\u773e\u3002<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><strong>5. \u4e92\u52d5 Engage<\/strong><\/h3>\n\n\n\n<p><strong>ABM\u884c\u92b7\u57f7\u884c<br><\/strong>\u6709\u4e86ABM\u6e05\u55ae\u5f8c\uff0c\u6211\u5011\u53ef\u4ee5\u958b\u59cb\u5728\u5404\u500b\u884c\u92b7\u7ba1\u9053(Email, Web, Phone Call&#8230;)\u6253\u9020\u5c08\u5c6c\u5ba2\u6236\u7684\u884c\u92b7\u8a08\u756b\u4e26\u57f7\u884c\u3002\u4e26\u4e14\u78ba\u8a8d\u884c\u92b7\u90e8\u3001\u696d\u52d9\u90e8\u8207\u5ba2\u670d\u5718\u968a\u7684\u670d\u52d9\u5168\u90fd\u8207ABM\u7b56\u7565\u4e00\u81f4\u3002<\/p>\n","protected":false},"excerpt":{"rendered":"<p>\u5728B2B\u7684\u4e16\u754c\u88e1\uff0c\u6709\u5169\u5927\u884c\u92b7\u986f\u5b78\u3002\u4e00\u500b\u662f\u4ee3\u8868\u300c\u65b0\u5ba2\u6236\u958b\u767c\u300d\u7684Lead Generation\uff1b\u53e6\u4e00\u500b\u662f\u4ee3\u8868\u300c\u8001\u5ba2\u6236\u884c\u92b7\u300d\u7684ABM\u3002 \u6f5b\u5728\u5ba2\u6236\u958b\u767c (Lead Generation) \u6211\u5011\u66fe\u5728\u300cB2B\u884c\u92b7\u2026<\/p>\n","protected":false},"author":7,"featured_media":3155,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"spay_email":"","footnotes":""},"categories":[38],"tags":[],"blocksy_meta":{"styles_descriptor":{"styles":{"desktop":"","tablet":"","mobile":""},"google_fonts":[],"version":4}},"jetpack_featured_media_url":"https:\/\/i0.wp.com\/headlineforce.com\/wp-content\/uploads\/2022\/05\/e688aae59c96-2020-01-19-e4b88ae58d8810.54.39.webp?fit=300%2C235&ssl=1","_links":{"self":[{"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/posts\/3154"}],"collection":[{"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/users\/7"}],"replies":[{"embeddable":true,"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/comments?post=3154"}],"version-history":[{"count":2,"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/posts\/3154\/revisions"}],"predecessor-version":[{"id":3299,"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/posts\/3154\/revisions\/3299"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/media\/3155"}],"wp:attachment":[{"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/media?parent=3154"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/categories?post=3154"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/headlineforce.com\/wp-json\/wp\/v2\/tags?post=3154"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}