© 2025 bb&b communication et marketing industriel
In B2B industries, particularly in the industrial and manufacturing sectors, it is more difficult than ever to reach and establish contact with the right prospects. Long sales cycles, multiple decision-makers, and highly technical products make broad, traditional marketing approaches less effective. This is where Account-Based Marketing (ABM) comes in. Yet, it remains largely underutilized in industrial B2B.
At a recent E3 International Agency Network conference in Munich, hosted by The Marketing Practice, we exchanged experiences and best practices around ABM. One thing became clear: while ABM holds great potential for industrial businesses, implementing it can feel overwhelming.
Unlike traditional marketing, ABM requires:
Despite these challenges, ABM is worth the investment. In complex industrial markets, where purchase decisions are lengthy and involve multiple stakeholders, ABM enables companies to:
For businesses looking to enhance their marketing effectiveness, ABM isn’t just a passing trend, it’s a necessity. In an environment where customer expectations are rising and generic outreach no longer works, a structured, data-driven ABM approach provides a real competitive advantage.
How do you see ABM fitting into your marketing strategy? Let’s discuss!
© 2025 bb&b communication et marketing industriel