{"id":360,"date":"2019-11-28T10:07:48","date_gmt":"2019-11-28T12:07:48","guid":{"rendered":"https:\/\/capsexpress.com.br\/blog\/?p=360"},"modified":"2024-10-08T15:27:34","modified_gmt":"2024-10-08T18:27:34","slug":"account-based-maketing","status":"publish","type":"post","link":"https:\/\/capsexpress.com.br\/blog\/account-based-maketing\/","title":{"rendered":"Account Based Marketing: o que \u00e9 e como captar clientes"},"content":{"rendered":"\n<p>Campanhas de Marketing, especialmente <a href=\"https:\/\/capsexpress.com.br\/blog\/regras-marketing-digital\/\" target=\"_blank\" rel=\"noreferrer noopener\">Marketing Digital<\/a>, com baixas taxas de engajamento e \u00e1reas de vendas com baixa convers\u00e3o no funil assustam qualquer&nbsp;<a href=\"https:\/\/www.agendor.com.br\/blog\/cargos-de-vendas\/\">gestor comercial<\/a>, afinal, significam maior esfor\u00e7o para chegar ao fechamento.<\/p>\n\n\n\n<figure class=\"wp-block-image size-large is-resized\"><img fetchpriority=\"high\" decoding=\"async\" width=\"1024\" height=\"722\" src=\"https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/account-based-marketing-e1689524624729-1024x722.jpg\" alt=\"Pessoas trabalhando com marketing.\" class=\"wp-image-3210\" style=\"width:834px;height:588px\" srcset=\"https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/account-based-marketing-e1689524624729-1024x722.jpg 1024w, https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/account-based-marketing-e1689524624729-300x212.jpg 300w, https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/account-based-marketing-e1689524624729-768x541.jpg 768w, https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/account-based-marketing-e1689524624729-1536x1083.jpg 1536w, https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/account-based-marketing-e1689524624729.jpg 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>Existe, entretanto, uma estrat\u00e9gia que vem se consolidando como solu\u00e7\u00e3o para esses problemas, o Account Based Marketing, tamb\u00e9m conhecido como ABM.<\/p>\n\n\n\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_82_2 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Sum\u00e1rio<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/capsexpress.com.br\/blog\/account-based-maketing\/#O_que_e_account_based_marketing\" >O que \u00e9 account based marketing?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/capsexpress.com.br\/blog\/account-based-maketing\/#Para_quais_empresas_o_ABM_faz_mais_sentido\" >Para quais empresas o ABM faz mais sentido?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/capsexpress.com.br\/blog\/account-based-maketing\/#Empresas_de_segmento_B2B\" >Empresas de segmento B2B<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/capsexpress.com.br\/blog\/account-based-maketing\/#Empresas_que_vendem_solucoes_de_valor_agregado\" >Empresas que vendem solu\u00e7\u00f5es de valor agregado<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/capsexpress.com.br\/blog\/account-based-maketing\/#Multiplos_decisores\" >M\u00faltiplos decisores<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/capsexpress.com.br\/blog\/account-based-maketing\/#Como_captar_clientes_com_Account_Based_Marketing\" >Como captar clientes com Account Based Marketing?<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/capsexpress.com.br\/blog\/account-based-maketing\/#Passo_1_%E2%80%93_Tenha_seu_ICP_Ideal_Customer_Profile_muito_bem_definido\" >Passo 1 &#8211; Tenha seu ICP (Ideal Customer Profile) muito bem definido<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/capsexpress.com.br\/blog\/account-based-maketing\/#Passo_2_%E2%80%93_Selecione_contas_a_serem_trabalhadas\" >Passo 2 &#8211; Selecione contas a serem trabalhadas<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/capsexpress.com.br\/blog\/account-based-maketing\/#Passo_3_%E2%80%93_Desenhe_a_campanha_de_Marketing\" >Passo 3 &#8211; Desenhe a campanha de Marketing<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/capsexpress.com.br\/blog\/account-based-maketing\/#Conclusao\" >Conclus\u00e3o<\/a><\/li><\/ul><\/nav><\/div>\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"O_que_e_account_based_marketing\"><\/span>O que \u00e9 account based marketing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"879\" src=\"https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/o-que-e-account-based-marketing-1024x879.jpg\" alt=\"Pessoas trabalhando com campanha de marketing.\" class=\"wp-image-3211\" style=\"width:477px;height:410px\" srcset=\"https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/o-que-e-account-based-marketing-1024x879.jpg 1024w, https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/o-que-e-account-based-marketing-300x257.jpg 300w, https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/o-que-e-account-based-marketing-768x659.jpg 768w, https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/o-que-e-account-based-marketing.jpg 1142w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<div style=\"height:20px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n\n\n<p>O Account Based Marketing tem se tornado assunto bastante popular entre os profissionais de marketing e vendas. O seu significado \u00e9 Marketing Baseado em Contas e podemos entend\u00ea-lo como uma forma bastante qualificada de trabalhar Marketing e Personaliza\u00e7\u00e3o. <\/p>\n\n\n\n<p>Ali\u00e1s, a personaliza\u00e7\u00e3o \u00e9 outra palavra que ganha cada vez mais for\u00e7a em um cen\u00e1rio de consumidores mais exigentes. <\/p>\n\n\n\n<p>Resumindo, com ABM, voc\u00ea seleciona quais contas ir\u00e1 impactar com sua campanha de marketing, antes mesmo de ela ir para o ar, focando em m\u00e1xima personaliza\u00e7\u00e3o. Diante disso, o resultado n\u00e3o pode ser outro al\u00e9m de resultados mais assertivos.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Para_quais_empresas_o_ABM_faz_mais_sentido\"><\/span>Para quais empresas o ABM faz mais sentido?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<figure class=\"wp-block-image aligncenter size-large is-resized\"><img decoding=\"async\" width=\"1024\" height=\"1024\" src=\"https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/account-based-marketing-empresas-1024x1024.jpg\" alt=\"Imagem de empresas.\" class=\"wp-image-3212\" style=\"width:582px;height:582px\" srcset=\"https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/account-based-marketing-empresas-1024x1024.jpg 1024w, https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/account-based-marketing-empresas-300x300.jpg 300w, https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/account-based-marketing-empresas-150x150.jpg 150w, https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/account-based-marketing-empresas-768x768.jpg 768w, https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/account-based-marketing-empresas-1536x1536.jpg 1536w, https:\/\/capsexpress.com.br\/blog\/wp-content\/uploads\/2019\/11\/account-based-marketing-empresas.jpg 2000w\" sizes=\"(max-width: 1024px) 100vw, 1024px\" \/><\/figure>\n\n\n\n<p>O ABM, entretanto, n\u00e3o serve para todas as empresas. \u00c9 preciso entender se faz sentido como estrat\u00e9gia para o seu modelo de neg\u00f3cio, tanto pelo custo operacional quanto pelo investimento realizado para colocar as a\u00e7\u00f5es no ar. <\/p>\n\n\n\n<p>Abaixo est\u00e3o tr\u00eas caracter\u00edsticas que uma empresa deve ter para que o Account Based Marketing retorne os melhores resultados de vendas.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Empresas_de_segmento_B2B\"><\/span>Empresas de segmento B2B<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Todas as<a href=\"https:\/\/www.agendor.com.br\/blog\/estrategias-de-marketing-para-vendas\/\" target=\"_blank\" rel=\"noreferrer noopener\">&nbsp;estrat\u00e9gias de Marketing e Vendas<\/a>&nbsp;que incluem um processo de nutri\u00e7\u00e3o de leads, com m\u00faltiplas a\u00e7\u00f5es e pontos de contato, costumam fazer mais sentido dentro do cen\u00e1rio de empresas B2B, ou seja, as que vendem para outras empresas, n\u00e3o para o cliente final.<\/p>\n\n\n\n<p>Isso porque as vendas B2B costumam ter um processo decis\u00f3rio mais longo, envolvendo mais pessoas e cumprindo mais requisitos tang\u00edveis do que intang\u00edveis.&nbsp;<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Empresas_que_vendem_solucoes_de_valor_agregado\"><\/span>Empresas que vendem solu\u00e7\u00f5es de valor agregado<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Da mesma forma, uma estrat\u00e9gia de ABM faz mais sentido para empresas que comercializam produtos e servi\u00e7os de alto valor agregado. Isso porque um grande esfor\u00e7o comercial precisa ter como objetivo um retorno em receita significativo.<\/p>\n\n\n\n<p>Ou seja, faz mais sentido trabalhar com marketing baseado em contas se voc\u00ea comercializa solu\u00e7\u00f5es de TI do que itens b\u00e1sicos de papelaria, por exemplo.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Multiplos_decisores\"><\/span>M\u00faltiplos decisores<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>O modelo de ABM funciona bem tamb\u00e9m para abordar perfis de empresas que envolvam mais de uma pessoa no processo de decis\u00e3o, exigindo abordagens personalizadas para esses perfis, por exemplo, profissionais de Marketing, TI e Produto de um mesmo prospect. <\/p>\n\n\n\n<!-- Begin Brevo Form -->\n<!-- START - We recommend to place the below code in head tag of your website html  -->\n<style>\n  @font-face {\n    font-display: block;\n    font-family: Roboto;\n    src: url(https:\/\/assets.brevo.com\/font\/Roboto\/Latin\/normal\/normal\/7529907e9eaf8ebb5220c5f9850e3811.woff2) format(\"woff2\"), url(https:\/\/assets.brevo.com\/font\/Roboto\/Latin\/normal\/normal\/25c678feafdc175a70922a116c9be3e7.woff) format(\"woff\")\n  }\n\n  @font-face {\n    font-display: fallback;\n    font-family: Roboto;\n    font-weight: 600;\n    src: url(https:\/\/assets.brevo.com\/font\/Roboto\/Latin\/medium\/normal\/6e9caeeafb1f3491be3e32744bc30440.woff2) format(\"woff2\"), url(https:\/\/assets.brevo.com\/font\/Roboto\/Latin\/medium\/normal\/71501f0d8d5aa95960f6475d5487d4c2.woff) format(\"woff\")\n  }\n\n  @font-face {\n    font-display: fallback;\n    font-family: Roboto;\n    font-weight: 700;\n    src: url(https:\/\/assets.brevo.com\/font\/Roboto\/Latin\/bold\/normal\/3ef7cf158f310cf752d5ad08cd0e7e60.woff2) format(\"woff2\"), url(https:\/\/assets.brevo.com\/font\/Roboto\/Latin\/bold\/normal\/ece3a1d82f18b60bcce0211725c476aa.woff) format(\"woff\")\n  }\n\n  #sib-container input:-ms-input-placeholder {\n    text-align: left;\n    font-family: \"Helvetica\", sans-serif;\n    color: #c0ccda;\n  }\n\n  #sib-container input::placeholder {\n    text-align: left;\n    font-family: \"Helvetica\", sans-serif;\n    color: #c0ccda;\n  }\n\n  #sib-container textarea::placeholder {\n    text-align: left;\n    font-family: \"Helvetica\", sans-serif;\n    color: #c0ccda;\n  }\n\n  #sib-container a {\n    text-decoration: underline;\n    color: #2BB2FC;\n  }\n<\/style>\n<link rel=\"stylesheet\" href=\"https:\/\/sibforms.com\/forms\/end-form\/build\/sib-styles.css\">\n<!--  END - We recommend to place the above code in head tag of your website html -->\n\n<!-- START - We recommend to place the below code where you want the form in your website html  -->\n<div class=\"sib-form\" style=\"text-align: center;\n         background-color: #EFF2F7; 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Tenha seu ICP (Ideal Customer Profile) muito bem definido<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Para come\u00e7ar a trabalhar com ABM, voc\u00ea deve ter o perfil de cliente bem definido, tamb\u00e9m conhecido como ICP. <\/p>\n\n\n\n<p>Analise seus dados de vendas para entender qual tipo de empresa traz o maior retorno em neg\u00f3cios, visando os seguintes fatores:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Tamanho da empresa;<\/li>\n\n\n\n<li>Localiza\u00e7\u00e3o geogr\u00e1fica;<\/li>\n\n\n\n<li>Segmento de atua\u00e7\u00e3o;<\/li>\n\n\n\n<li>Vertical de atua\u00e7\u00e3o;<\/li>\n\n\n\n<li>Tipo de processo decis\u00f3rio.&nbsp;<\/li>\n<\/ul>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Passo_2_%E2%80%93_Selecione_contas_a_serem_trabalhadas\"><\/span>Passo 2 &#8211; Selecione contas a serem trabalhadas<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Junto ao ICP, voc\u00ea deve selecionar as contas que ser\u00e3o trabalhadas dentro da estrat\u00e9gia de ABM. \u00c9 importante que elas estejam dentro do seu perfil de cliente ideal, uma vez que o objetivo \u00e9 converter de forma mais r\u00e1pida as vendas. <\/p>\n\n\n\n<p>Onde encontrar o leads? Listamos abaixo: <\/p>\n\n\n\n<ol class=\"wp-block-list\">\n<li>Base de leads atual;<\/li>\n\n\n\n<li>Base de prospec\u00e7\u00e3o de vendedores;<\/li>\n\n\n\n<li>Leads que est\u00e3o marcados como perdidos, por\u00e9m dentro do perfil ideal;<\/li>\n\n\n\n<li>Campanhas para capta\u00e7\u00e3o de cadastro em Facebook Ads e LinkedIn Ads, usando recursos de segmenta\u00e7\u00e3o como nome da empresa e cargo da persona;<\/li>\n\n\n\n<li>Listas de associa\u00e7\u00f5es de empresas de segmentos chave;<\/li>\n\n\n\n<li>Bases de dados do mercado, compradas de empresas confi\u00e1veis;<\/li>\n<\/ol>\n\n\n\n<h3 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Passo_3_%E2%80%93_Desenhe_a_campanha_de_Marketing\"><\/span>Passo 3 &#8211; Desenhe a campanha de Marketing<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\n\n\n<p>Ap\u00f3s os dois processo acima, \u00e9 hora de estruturar uma campanha de Marketing. O ABM exige que voc\u00ea desenha uma campanha, com a\u00e7\u00f5es, metas e m\u00e9tricas a serem avaliadas, muito mais do que a\u00e7\u00f5es isoladas. <\/p>\n\n\n\n<p>A sua campanha pode ter m\u00faltiplas a\u00e7\u00f5es e pontos de contato, tanto online quanto offline, de acordo com o que achar que encaminhar\u00e1 da melhor forma seu prospect para o fechamento. <\/p>\n\n\n\n<p>Abaixo, listamos algumas sugest\u00f5es:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Eventos exclusivos;<\/li>\n\n\n\n<li>Campanhas de remarketing e retargeting no&nbsp;<a href=\"https:\/\/www.agendor.com.br\/blog\/como-usar-linkedin-para-vender\/\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a>&nbsp;Ads, no Google Ads e no Facebook Ads, a partir do carregamento de listas de e-mail;<\/li>\n\n\n\n<li>E-mail marketing;<\/li>\n\n\n\n<li>Envio de mala direta;<\/li>\n\n\n\n<li>Envio de brindes;<\/li>\n\n\n\n<li>Contato do vendedor por e-mail ou telefone;<\/li>\n\n\n\n<li>Demonstra\u00e7\u00f5es.<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\"><span class=\"ez-toc-section\" id=\"Conclusao\"><\/span>Conclus\u00e3o<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\n\n\n<p>Neste conte\u00fado, voc\u00ea conferiu o que \u00e9 o Account Based Marketing, para quais empresas se destina e como captar clientes com este tipo de marketing.<\/p>\n\n\n\n<p>O Account Based Marketing \u00e9 um  marketing de contas, portanto, \u00e9 necess\u00e1rio que os pr\u00e9-clientes estejam definidos para, a\u00ed sim, destinar a campanha de marketing \u00e0 eles.<\/p>\n\n\n\n<p>N\u00e3o s\u00e3o todas as empresas que podem aderir a este tipo de marketing, visto que \u00e9 uma modalidade mais espec\u00edfica, por\u00e9m, se seu neg\u00f3cio se enquadra nos requisitos para utilizar o ABM, ser\u00e1 muito lucrativo.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Campanhas de Marketing, especialmente Marketing Digital, com baixas taxas de engajamento e \u00e1reas de vendas com baixa convers\u00e3o no funil [&hellip;]<\/p>\n","protected":false},"author":6,"featured_media":3210,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"site-sidebar-layout":"default","site-content-layout":"","ast-site-content-layout":"default","site-content-style":"default","site-sidebar-style":"default","ast-global-header-display":"","ast-banner-title-visibility":"","ast-main-header-display":"","ast-hfb-above-header-display":"","ast-hfb-below-header-display":"","ast-hfb-mobile-header-display":"","site-post-title":"","ast-breadcrumbs-content":"","ast-featured-img":"","footer-sml-layout":"","ast-disable-related-posts":"","theme-transparent-header-meta":"","adv-header-id-meta":"","stick-header-meta":"","header-above-stick-meta":"","header-main-stick-meta":"","header-below-stick-meta":"","astra-migrate-meta-layouts":"default","ast-page-background-enabled":"default","ast-page-background-meta":{"desktop":{"background-color":"var(--ast-global-color-4)","background-image":"","background-repeat":"repeat","background-position":"center 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