A unified definition of buying groups can help brands implement ABM

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 04, 2019, 4:30 PM UTC

Defining the total addressable market (TAM) can help marketers to identify buying personas accurately.

Formulating a unified description of buying groups for all the people in the company can help brands perfect their data and effectively implement ABM. To define buying groups, marketers should first figure out their limitations and know if their marketing capabilities are limited by geography (TAM).

Once brands have sorted their limitations out, they can focus on segmenting their product line and see if it fits within the TAM. This article states adjusting for new individuals, and the demands of sales team further allow marketers to create accurate definitions of the buying groups.

Marketers can then translate these buying group into “business logic” and adjust their CRM accordingly. The author contends that LinkedIn ads and email campaigns can further help brands increase their engagement with targeted profiles.

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[4 minute read]