{"id":987499038,"date":"2025-06-06T18:00:49","date_gmt":"2025-06-06T17:00:49","guid":{"rendered":"https:\/\/dev.say-u.com\/?p=987499038"},"modified":"2025-07-21T20:40:29","modified_gmt":"2025-07-21T19:40:29","slug":"the-business-perspective-of-account-based-marketing","status":"publish","type":"post","link":"https:\/\/say-u.pt\/en\/a-perspetiva-empresarial-do-account-based-marketing\/","title":{"rendered":"The business perspective of account-based marketing"},"content":{"rendered":"<p><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-987499360\" src=\"https:\/\/say-u.pt\/wp-content\/uploads\/2025\/06\/Ullanor.png\" alt=\"\" width=\"1024\" height=\"430\" srcset=\"https:\/\/say-u.pt\/wp-content\/uploads\/2025\/06\/Ullanor.png 1024w, https:\/\/say-u.pt\/wp-content\/uploads\/2025\/06\/Ullanor-980x412.png 980w, https:\/\/say-u.pt\/wp-content\/uploads\/2025\/06\/Ullanor-480x202.png 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/p>\n<p>&nbsp;<\/p>\n<p><strong>O <a href=\"https:\/\/www.optimizely.com\/optimization-glossary\/account-based-marketing\/\">Account-Based Marketing<\/a> (ABM) cannot thrive unless it is closely aligned with a company's overall business objectives and strategies. <a href=\"https:\/\/say-u.pt\/en\/account-based-marketing-strategies-for-success\/\">The most successful ABM programs integrate growth strategies<\/a>, They are driven by leadership and require a coordinated effort between various departments.<\/strong><\/p>\n<p>A clear focus on key customers (high-value accounts) guarantees the long-term success of the business, making ABM a rewarding, albeit challenging, strategy.<\/p>\n<p>&nbsp;<\/p>\n<h5><strong>The logic behind account-based growth strategies<\/strong><\/h5>\n<p>The adoption of ABM is supported by basic business principles, namely the 80\/20 Rule (<a href=\"https:\/\/asana.com\/pt\/resources\/pareto-principle-80-20-rule\"><strong>Pareto Principle<\/strong><\/a>). This concept, observed by the economist <strong><a href=\"https:\/\/pt.wikipedia.org\/wiki\/Vilfredo_Pareto\">Vilfredo Pareto<\/a><\/strong>, suggests that 80% of the results often come from 20% of the causes.<\/p>\n<p>In the business world, this translates into the fact that 80% of a company's revenues are generated by just 20% of its customers. Understanding and taking advantage of this principle allows organizations to focus resources on their most valuable accounts.<\/p>\n<p>Research has shown that in many sectors, only 3.5% of customers contribute to 50% of annual revenue. This substantial concentration of revenue underlines the importance of prioritizing high-value accounts. Companies such as <strong><a href=\"https:\/\/www.accenture.com\/pt-pt\">Accenture<\/a><\/strong> are an example of the power of this strategy, with a small percentage of their customers generating more than half of their revenue.<\/p>\n<p>&nbsp;<\/p>\n<h5><strong>ABM and business alignment<\/strong><\/h5>\n<p>For ABM to be truly effective, there needs to be cross-functional alignment within the organization, which includes:<\/p>\n<ul>\n<li><strong>Prioritizing accounts and allocating resources:<\/strong> Different departments may have different lists of \u201ckey\u201d accounts. Establishing a shared, data-driven prioritization structure avoids inefficiencies and ensures that the right customers receive attention.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Integrated commercial planning:<\/strong> A top account must have a cohesive strategy in terms of sales, marketing and customer service. Isolated approaches undermine effectiveness.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Data, technology and operations:<\/strong> Centralizing customer data and decision-making tools improves alignment. The <em>insights<\/em> based on <strong><a href=\"https:\/\/pt.wikipedia.org\/wiki\/Intelig%C3%AAncia_artificial\">Artificial Intelligence<\/a> <\/strong>(AI) can further refine engagement strategies.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li><strong>Leadership and organizational change:<\/strong> ABM requires cultural changes within a company, promoting collaboration between different business functions to create perfect customer experiences.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h5><strong>ABM in action: Key account management at Huawei<\/strong><\/h5>\n<p>An excellent example of ABM execution can be seen in the approach to <a href=\"https:\/\/consumer.huawei.com\/pt\/\"><strong>Huawei<\/strong><\/a> account management. With a strong presence in the ICT sector, Huawei gives priority to key customers such as operators Vodafone and Deutsche Telekom. Its strategy involves:<\/p>\n<ul>\n<li>Assign key accounts to senior executives to ensure deep understanding and trust.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>Taking advantage of cultural knowledge, especially in China, to align business practices with customer expectations.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>Hold frequent, high-level review meetings to align strategic objectives.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<ul>\n<li>Use AI to monitor trends and suggest engagement strategies.<\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<h5><strong>Get ABM membership <\/strong><\/h5>\n<p>To ensure internal support, marketing leaders must present ABM as a revenue-generating initiative and not as a traditional sales enablement tool. Antonia Wade, Global CMO at PwC, points out that ABM requires a change in the way marketing is viewed within an organization. Rather than just supporting sales, ABM works as a strategic driver of business growth.<\/p>\n<p>Account-based marketing represents a paradigm shift in B2B strategy. By focusing on high-value accounts, promoting internal alignment and taking advantage of data-based information, companies can achieve sustainable growth.<\/p>\n<p>As industry leaders have shown, ABM is not just a marketing tactic, but a fundamental business approach that maximizes efficiency, strengthens relationships and leads to long-term success.<\/p>\n<p>&nbsp;<\/p>","protected":false},"excerpt":{"rendered":"<p>&nbsp; O Account-Based Marketing (ABM) n\u00e3o pode prosperar a menos que esteja estreitamente alinhado com os objetivos e estrat\u00e9gias comerciais globais de uma empresa. Os programas de ABM mais bem-sucedidos integram as estrat\u00e9gias de crescimento, s\u00e3o conduzidos pelas lideran\u00e7as, e exigem um esfor\u00e7o coordenado entre v\u00e1rios departamentos. Um foco claro nos principais clientes (contas de [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":987499231,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","_seopress_robots_follow":"","_seopress_robots_imageindex":"","_seopress_robots_snippet":"","_seopress_robots_primary_cat":"","_seopress_robots_breadcrumbs":"","_seopress_robots_freeze_modified_date":"","_seopress_robots_custom_modified_date":"","_seopress_robots_canonical":"","_seopress_social_fb_title":"","_seopress_social_fb_desc":"","_seopress_social_fb_img":"","_seopress_social_fb_img_attachment_id":0,"_seopress_social_fb_img_width":0,"_seopress_social_fb_img_height":0,"_seopress_social_twitter_title":"","_seopress_social_twitter_desc":"","_seopress_social_twitter_img":"","_seopress_social_twitter_img_attachment_id":0,"_seopress_social_twitter_img_width":0,"_seopress_social_twitter_img_height":0,"_seopress_redirections_value":"","_seopress_redirections_enabled":"","_seopress_redirections_enabled_regex":"","_seopress_redirections_logged_status":"","_seopress_redirections_param":"","_seopress_redirections_type":0,"_seopress_analysis_target_kw":"","_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[574],"tags":[2951,2953,2936,2952],"class_list":["post-987499038","post","type-post","status-publish","format-standard","has-post-thumbnail","category-prexperts","tag-account-based-marketing","tag-huawei","tag-marketing-b2b","tag-pareto"],"acf":[],"_links":{"self":[{"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/posts\/987499038","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/users\/4"}],"replies":[{"embeddable":true,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/comments?post=987499038"}],"version-history":[{"count":7,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/posts\/987499038\/revisions"}],"predecessor-version":[{"id":987499361,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/posts\/987499038\/revisions\/987499361"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/media\/987499231"}],"wp:attachment":[{"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/media?parent=987499038"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/categories?post=987499038"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/say-u.pt\/en\/wp-json\/wp\/v2\/tags?post=987499038"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}