Account based marketing (ABM)vsbrukerreise

Account Based Marketing (ABM) and brukerreise (customer journey) are tightly linked through their shared focus on delivering highly personalized and contextually relevant experiences to targeted accounts. ABM identifies specific high-value accounts and tailors marketing efforts to the unique characteristics and needs of those accounts. To effectively execute ABM, marketers must map and understand the brukerreise for each target account or persona within that account. This involves analyzing the stages, touchpoints, pain points, and decision-making processes specific to those accounts. By integrating brukerreise insights, ABM campaigns can deliver precisely timed content and messaging that aligns with where the account is in its journey, increasing engagement and conversion rates. Conversely, ABM provides a framework to prioritize and customize the brukerreise at an account level rather than a broad market level, enabling more efficient resource allocation and higher impact. In digital strategy, this relationship manifests as leveraging data and technology to track and influence the brukerreise of key accounts, orchestrating multi-channel interactions that reflect the ABM strategy. Essentially, the brukerreise acts as the operational roadmap that guides the execution of ABM tactics, while ABM defines the strategic focus on which journeys to optimize and personalize.