{"id":7600,"date":"2022-03-23T08:12:00","date_gmt":"2022-03-23T08:12:00","guid":{"rendered":"https:\/\/www.intergate.net.br\/blog\/?p=7600"},"modified":"2025-10-14T17:32:02","modified_gmt":"2025-10-14T20:32:02","slug":"o-que-e-account-based-marketing","status":"publish","type":"post","link":"https:\/\/www.intergate.net.br\/blog\/o-que-e-account-based-marketing\/","title":{"rendered":"O que \u00e9 Account-Based Marketing"},"content":{"rendered":"\n<p>Como uma das estrat\u00e9gias mais comentadas no marketing B2B, o account-based marketing (ou marketing baseado em contas, em tradu\u00e7\u00e3o livre para o portugu\u00eas) est\u00e1 mudando rapidamente a forma como pensamos sobre o marketing em escala. <\/p>\n\n\n\n<!--more-->\n\n\n\n<p>Mas o que \u00e9? E por que isso est\u00e1 em pauta?<\/p>\n\n\n\n<p><strong>Account-based marketing (ABM) \u00e9 uma estrat\u00e9gia que usa um conjunto de ferramentas e processos para criar campanhas personalizadas em torno de empresas-alvo.<\/strong> Portanto, em vez de uma campanha geral, h\u00e1 v\u00e1rias campanhas, cada uma segmentando apenas uma conta. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">As verdadeiras estrat\u00e9gias ABM t\u00eam quatro componentes: <\/h3>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Identificar as contas certas <\/li>\n\n\n\n<li>Melhorar o engajamento do cliente <\/li>\n\n\n\n<li>Alinhar vendas e marketing  <\/li>\n\n\n\n<li>Medir e otimizar o desempenho da campanha<\/li>\n<\/ul>\n\n\n\n<p><strong>Quanto \u00e0 sua recente popularidade, o ABM n\u00e3o \u00e9 uma estrat\u00e9gia nova<\/strong>. <\/p>\n\n\n\n<p>A ITSMA, uma comunidade de marketing B2B dedicada \u00e0 pesquisa das mais recentes estrat\u00e9gias de tecnologia e marketing, cunhou o termo &#8220;account-based marketing&#8221; em 2004. <\/p>\n\n\n\n<p>Desde l\u00e1, <strong>ferramentas como <a href=\"https:\/\/www.intergate.net.br\/blog\/solucoes-de-crm-devem-crescer-em-2020\/\" target=\"_blank\" rel=\"noreferrer noopener\">plataformas de CRM<\/a> e automa\u00e7\u00e3o de marketing se tornaram mais poderosas, mais acess\u00edveis e mais intuitivas, tornando mais f\u00e1cil e eficaz praticar o marketing baseado em contas<\/strong>. <\/p>\n\n\n\n<p>Historicamente, empresas de maior porte v\u00eam usando estrat\u00e9gias de ABM para atingir uma pequena porcentagem de suas contas mais importantes. <\/p>\n\n\n\n<p>Agora, a tecnologia tornou poss\u00edvel que empresas de todos os tamanhos e ind\u00fastrias se utilizem de uma estrat\u00e9gia ABM com as ferramentas e os processos certos e alguns resultados obtidos s\u00e3o impressionantes. <\/p>\n\n\n\n<p>Account-based marketing \u00e9 eficaz. As empresas que implementaram ABM observaram um aumento no valor anual de contrato (ACV) de 171% (ABM Leadership Alliance) e 84% dos profissionais de marketing est\u00e3o observando um ROI maior com o ABM do que com outros programas de marketing (ITSMA). <\/p>\n\n\n\n<p>Por fim, o ABM re\u00fane suas equipes de marketing e vendas para criar uma jornada perfeita para o cliente.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">CRM<\/h2>\n\n\n\n<p>Escolhendo as ferramentas certas para uma estrat\u00e9gia ABM A tecnologia torna o ABM acess\u00edvel, permitindo que as <a href=\"https:\/\/www.intergate.net.br\/blog\/beneficios-da-transformacao-digital-em-marketing\/\" target=\"_blank\" rel=\"noreferrer noopener\">equipes de marketing e vendas<\/a> automatizem tarefas demoradas, como medir o engajamento, identificar leads prontos para vender e estabelecer pontos de contato regulares com clientes em potencial. <\/p>\n\n\n\n<p>Antes do software, somente equipes grandes e bem organizadas poderiam gerenciar a escala de uma campanha ABM. <\/p>\n\n\n\n<p>Atualmente, <strong>as <a href=\"https:\/\/intergate.net.br\/conector\" target=\"_blank\" rel=\"noreferrer noopener\">tecnologias integradas<\/a> oferecem um conjunto completo de ferramentas para ajud\u00e1-lo a atrair, envolver e alcan\u00e7ar contas, mantendo o compromisso com a personaliza\u00e7\u00e3o, que \u00e9 uma caracter\u00edstica de uma verdadeira estrat\u00e9gia ABM; e tudo come\u00e7a com seu CRM. <\/strong><\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img decoding=\"async\" width=\"590\" height=\"155\" src=\"https:\/\/www.intergate.net.br\/blog\/wp-content\/uploads\/2022\/03\/chamada_crmMonitoramento.png\" alt=\"\" class=\"wp-image-7612\" srcset=\"https:\/\/www.intergate.net.br\/blog\/wp-content\/uploads\/2022\/03\/chamada_crmMonitoramento.png 590w, https:\/\/www.intergate.net.br\/blog\/wp-content\/uploads\/2022\/03\/chamada_crmMonitoramento-300x79.png 300w\" sizes=\"(max-width: 590px) 100vw, 590px\" \/><figcaption class=\"wp-element-caption\"><strong><em>A Intergate integra seu ERP SAP Business One ou Totvs Protheus com sua plataforma de CRM<\/em><\/strong><\/figcaption><\/figure>\n\n\n\n<h3 class=\"wp-block-heading\">Registros de contas, contatos e leads <\/h3>\n\n\n\n<p>Sua plataforma de CRM armazena informa\u00e7\u00f5es importantes sobre as empresas e os clientes em potencial individuais com os quais voc\u00ea est\u00e1 trabalhando atualmente ou com quem deseja trabalhar no futuro. <\/p>\n\n\n\n<p>Quando voc\u00ea estiver planejando sua estrat\u00e9gia ABM, esses dados de conta o ajudar\u00e3o a identificar as empresas certas para sua segmenta\u00e7\u00e3o. <\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Pain\u00e9is e relat\u00f3rios<\/h3>\n\n\n\n<p>As ferramentas nativas de analytics em sua plataforma de CRM n\u00e3o s\u00e3o apenas importantes para medir transa\u00e7\u00f5es comerciais e monitorar atividades de vendas. <strong>Voc\u00ea tamb\u00e9m pode usar esses recursos para as etapas de an\u00e1lise inicial e planejamento de sua estrat\u00e9gia ABM<\/strong>, bem como para a medi\u00e7\u00e3o e o monitoramento dos resultados. <\/p>\n\n\n\n<p><strong>Use os relat\u00f3rios para<\/strong> criar e distribuir seu Perfil do Cliente Ideal (ICP) para manter suas equipes de vendas e marketing sincronizadas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Gerenciamento de leads<\/h3>\n\n\n\n<p>Embora a ideia por tr\u00e1s de uma abordagem baseada em contas seja pr\u00e9-qualificar contas espec\u00edficas, voc\u00ea ainda precisar\u00e1 garantir o seu processo de gera\u00e7\u00e3o e acompanhamento de leads. <\/p>\n\n\n\n<p>Os recursos de CRM para cria\u00e7\u00e3o, pontua\u00e7\u00e3o e encaminhamento de leads para a fila, equipe ou representante corretos s\u00e3o essenciais.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Ferramentas de produtividade<\/h3>\n\n\n\n<p>Voc\u00ea pode usar os recursos de CRM para manter o foco nas contas com mais probabilidade de comprar. <\/p>\n\n\n\n<p>As visualiza\u00e7\u00f5es de console ajudam as equipes de vendas internas ou de desenvolvimento de vendas a organizarem os dados mais relevantes.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Colabora\u00e7\u00e3o na oportunidade<\/h3>\n\n\n\n<p>As ferramentas para colaborar em oportunidades de vendas s\u00e3o essenciais para garantir uma experi\u00eancia personalizada e de alta qualidade para suas contas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Intelig\u00eancia artificial<\/h3>\n\n\n\n<p>A experi\u00eancia do cliente est\u00e1 sendo transformada pela IA e o ABM \u00e9 o caso perfeito para aplicar aprendizado de m\u00e1quina (ou machine learning) e insights orientados por dados. <\/p>\n\n\n\n<p>Independentemente de us\u00e1-la na classifica\u00e7\u00e3o e prioriza\u00e7\u00e3o dos leads, ou na recomenda\u00e7\u00e3o do pr\u00f3ximo passo em um ciclo de negocia\u00e7\u00e3o de vendas, a IA pode ajudar a melhorar as taxas de convers\u00e3o e produtividade.<\/p>\n\n\n\n<p>FONTE: <a href=\"https:\/\/salesforce.com\" target=\"_blank\" rel=\"noreferrer noopener\">E-Book SalesForce<\/a><\/p>\n\n\n\n<p>IMAGEM: Imagem de Freepik<\/p>\n","protected":false},"excerpt":{"rendered":"<p>O que \u00e9 Account-Based Marketing<\/p>\n","protected":false},"author":5,"featured_media":8474,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","_themeisle_gutenberg_block_has_review":false,"footnotes":""},"categories":[3,4,5],"tags":[],"class_list":["post-7600","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-sem-classificacao","category-ferramentas","category-gestao-empresarial"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>O que \u00e9 Account-Based Marketing - Blog InterGATE<\/title>\n<meta name=\"description\" content=\"O que \u00e9 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