{"id":3398,"date":"2021-07-23T11:40:17","date_gmt":"2021-07-23T16:40:17","guid":{"rendered":"https:\/\/atrevete.academy\/blog\/?p=3398"},"modified":"2022-03-21T16:25:18","modified_gmt":"2022-03-21T21:25:18","slug":"abm-account-based-marketing-en-que-consiste-esta-metodologia","status":"publish","type":"post","link":"https:\/\/atrevete.academy\/blog\/abm-account-based-marketing-en-que-consiste-esta-metodologia\/","title":{"rendered":"ABM (Account Based Marketing): \u00bfEn qu\u00e9 consiste esta metodolog\u00eda?"},"content":{"rendered":"<p style=\"text-align: justify;\">Cuando hablamos de marketing, existen muchas perspectivas y metodolog\u00edas. Una que se utiliza mucho hoy en d\u00eda es ABM o Marketing basada en cuentas, que tiene una forma peculiar de realizar una mayor generaci\u00f3n de leads.<\/p>\n<p style=\"text-align: justify;\">Sigue leyendo para conocer de qu\u00e9 se trata y por qu\u00e9 podr\u00eda beneficiar a tu empresa.<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_73 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Tabla de contenidos<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a039de080354\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #999;color:#999\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #999;color:#999\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a039de080354\"  aria-label=\"Alternar\" \/><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:\/\/atrevete.academy\/blog\/abm-account-based-marketing-en-que-consiste-esta-metodologia\/#%C2%BFQue_es_Account-Based_Marketing\" title=\"\u00bfQu\u00e9 es Account-Based Marketing?\">\u00bfQu\u00e9 es 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:\/\/atrevete.academy\/blog\/abm-account-based-marketing-en-que-consiste-esta-metodologia\/#%C2%BFQue_empresas_son_mas_idoneas_para_el_ABM\" title=\"\u00bfQu\u00e9 empresas son m\u00e1s id\u00f3neas para el ABM?\">\u00bfQu\u00e9 empresas son m\u00e1s id\u00f3neas para el ABM?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/atrevete.academy\/blog\/abm-account-based-marketing-en-que-consiste-esta-metodologia\/#%C2%BFQue_beneficios_nos_trae_el_ABM\" title=\"\u00bfQu\u00e9 beneficios nos trae el ABM?\">\u00bfQu\u00e9 beneficios nos trae el ABM?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_es_Account-Based_Marketing\"><\/span>\u00bfQu\u00e9 es Account-Based Marketing?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\">Muchas empresas que aplican estrategias de marketing suelen enfocarse en atraer un mayor n\u00famero de prospectos para sus ventas.<\/p>\n<blockquote>\n<p style=\"text-align: justify;\">\u00abEl ABM, Account-Based Marketing o Marketing Basado en Cuentas es aqu\u00e9l que se enfoca en una sola cuenta (empresa) espec\u00edfica\u00bb<\/p>\n<\/blockquote>\n<p style=\"text-align: justify;\">A diferencia de una campa\u00f1a que busca m\u00e1s prospectos, esta se personaliza mucho m\u00e1s y puede tener excelentes resultados. Esto no se limita a una sola cuenta, pero si se toma un n\u00famero mucho m\u00e1s reducido.<\/p>\n<p style=\"text-align: justify;\">Como mencionamos el factor clave del ABM es la personalizaci\u00f3n. El \u00e9xito depende de la buena comunicaci\u00f3n y contenido a ese p\u00fablico objetivo. A partir de este nivel alto de personalizaci\u00f3n, se puede generar much\u00edsimo m\u00e1s valor y convencer de una forma m\u00e1s efectiva a tus prospectos.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"%C2%BFQue_empresas_son_mas_idoneas_para_el_ABM\"><\/span>\u00bfQu\u00e9 empresas son m\u00e1s id\u00f3neas para el ABM?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\">El ABM se emplea mejor cuando existe un grupo de personas que deben tomar una decisi\u00f3n el proceso de venta. Este es un ejemplo de las empresas B2B, que brindan sus productos y servicios para una cantidad de personas dentro de una compa\u00f1\u00eda.<\/p>\n<p style=\"text-align: justify;\">Usar ABM en este caso es m\u00e1s efectivo, porque se trata de lidiar con distintos tipos de personas con necesidades distintas dentro de ese grupo.<\/p>\n<p style=\"text-align: justify;\">Adem\u00e1s, el alto nivel de personalizaci\u00f3n requiere un enfoque en un n\u00famero menor de cuentas a la vez, preferentemente de valor m\u00e1s alto. Por otro lado, esto puede generar un costo mayor de implementaci\u00f3n.<\/p>\n<p><a href=\"https:\/\/atrevete.academy\/curso-social-selling\/\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-2281 aligncenter\" src=\"https:\/\/atrevete.academy\/blog\/wp-content\/uploads\/2022\/03\/Banner-Chatbot-nuevo.jpg\" alt=\"\" width=\"696\" height=\"348\" \/><\/a><\/p>\n<h2 style=\"text-align: justify;\"><span class=\"ez-toc-section\" id=\"%C2%BFQue_beneficios_nos_trae_el_ABM\"><\/span>\u00bfQu\u00e9 beneficios nos trae el ABM?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p style=\"text-align: justify;\">Una de las primeras cosas que pensamos cuando consideramos una nueva estrategia de marketing es sobre los beneficios que traer\u00e1 para la empresa.<\/p>\n<p style=\"text-align: justify;\">Con el ABM no es diferente. Por eso, preparamos una lista con las 6 ventajas de personalizar el abordaje de tus prospectos de esta manera:<\/p>\n<ul>\n<li style=\"text-align: justify;\"><strong>Aumentar el ROI de marketing:<\/strong> Ya est\u00e1 m\u00e1s que claro, por todas las estad\u00edsticas presentadas aqu\u00ed, que el ABM tiene el potencial de multiplicar tu ROI de marketing. Un estrategia m\u00e1s personalizada y enfocada busca tener resultados y distribuir bien todos sus recursos.<\/li>\n<li style=\"text-align: justify;\"><strong>F\u00e1cil alineaci\u00f3n entre marketing y ventas:<\/strong> Alinear marketing y ventas: Ambos equipos tendr\u00e1n un mismo enfoque, que es tener la mira sobre las cuentas objetivo y as\u00ed enfocarse en generar atracci\u00f3n y cerrar el negocio. A esto tambi\u00e9n se le conoce como <a href=\"https:\/\/atrevete.academy\/blog\/?p=3403&amp;preview=true\">smarketing.<\/a><\/li>\n<li style=\"text-align: justify;\"><strong>Mejores indicaciones y pruebas sociales:<\/strong> Como la relaci\u00f3n con los clientes se fortalece m\u00e1s, tienen m\u00e1s apertura para asociarse. Por ello, tendr\u00e1n menos inconvenientes de darte un testimonio o estad\u00edsticas de su resultado contigo. Estos se vuelven prueba social de tu web hasta que sean casos de \u00e9xito.<\/li>\n<li style=\"text-align: justify;\"><strong>Mejor aprovechamiento de recursos:<\/strong> La precisi\u00f3n de esta estrategia se debe a la minimizaci\u00f3n que tiene de los recursos desperdiciados. Tu equipo de marketing tiene mejor gesti\u00f3n de tiempo y dinero en las campa\u00f1as y se enfocan para cerrar ventas.<\/li>\n<li style=\"text-align: justify;\"><strong>Mayor engagement:<\/strong> Debido a la alta personalizaci\u00f3n de las estrategias, es natural que hay un \u00edndice de engagement m\u00e1s alto, pues el contenido que produces es de mayor calidad y relevancia.<\/li>\n<li style=\"text-align: justify;\"><strong>Facilidad de medici\u00f3n:<\/strong> En cualquier metodolog\u00eda de marketing es importante tener una herramienta que nos permita medir el rendimiento de las estrategias empleadas. Con el ABM es m\u00e1s f\u00e1cil a\u00fan, porque al estar enfocados en cuentas particulares tenemos una visi\u00f3n m\u00e1s precisa sobre quienes trabajamos.<\/li>\n<\/ul>\n<p>Adaptado de Rockcontent.<\/p>\n<p><a href=\"https:\/\/atrevete.academy\/cursos-online-de-marketing-digital\/\"><img loading=\"lazy\" decoding=\"async\" class=\"size-large wp-image-3213 aligncenter\" src=\"https:\/\/atrevete.academy\/blog\/wp-content\/uploads\/2021\/04\/Naranjas-2-1024x127.png\" alt=\"\" width=\"696\" height=\"86\" srcset=\"https:\/\/atrevete.academy\/blog\/wp-content\/uploads\/2021\/04\/Naranjas-2-1024x127.png 1024w, https:\/\/atrevete.academy\/blog\/wp-content\/uploads\/2021\/04\/Naranjas-2-300x37.png 300w, https:\/\/atrevete.academy\/blog\/wp-content\/uploads\/2021\/04\/Naranjas-2-768x95.png 768w, https:\/\/atrevete.academy\/blog\/wp-content\/uploads\/2021\/04\/Naranjas-2-1536x191.png 1536w, https:\/\/atrevete.academy\/blog\/wp-content\/uploads\/2021\/04\/Naranjas-2-2048x254.png 2048w, https:\/\/atrevete.academy\/blog\/wp-content\/uploads\/2021\/04\/Naranjas-2-696x86.png 696w, https:\/\/atrevete.academy\/blog\/wp-content\/uploads\/2021\/04\/Naranjas-2-1068x133.png 1068w, https:\/\/atrevete.academy\/blog\/wp-content\/uploads\/2021\/04\/Naranjas-2-1920x238.png 1920w\" sizes=\"auto, (max-width: 696px) 100vw, 696px\" \/><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Cuando hablamos de marketing, existen muchas perspectivas y metodolog\u00edas. Una que se utiliza mucho hoy en d\u00eda es ABM o Marketing basada en cuentas, que tiene una forma peculiar de realizar una mayor generaci\u00f3n de leads. Sigue leyendo para conocer de qu\u00e9 se trata y por qu\u00e9 podr\u00eda beneficiar a tu empresa. \u00bfQu\u00e9 es Account-Based [&hellip;]<\/p>\n","protected":false},"author":5,"featured_media":3459,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1559],"tags":[],"class_list":{"0":"post-3398","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-marketing-digital"},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.0 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>ABM (Account Based Marketing): \u00bfEn qu\u00e9 consiste esta metodolog\u00eda?<\/title>\n<meta name=\"description\" content=\"El Account Based Marketing o ABM es una estrategia que busca enfocar esfuerzos en una cuenta para mejorar resultados por personalizaci\u00f3n\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/atrevete.academy\/blog\/abm-account-based-marketing-en-que-consiste-esta-metodologia\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ABM (Account Based Marketing): \u00bfEn qu\u00e9 consiste esta metodolog\u00eda?\" \/>\n<meta property=\"og:description\" content=\"El Account Based Marketing o ABM es una estrategia que busca enfocar esfuerzos en una cuenta para mejorar resultados por personalizaci\u00f3n\" \/>\n<meta property=\"og:url\" content=\"https:\/\/atrevete.academy\/blog\/abm-account-based-marketing-en-que-consiste-esta-metodologia\/\" \/>\n<meta property=\"og:site_name\" content=\"BLOG |\" \/>\n<meta property=\"article:author\" content=\"https:\/\/www.facebook.com\/atrevete.academy\/\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-23T16:40:17+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2022-03-21T21:25:18+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/atrevete.academy\/blog\/wp-content\/uploads\/2021\/07\/20943958-scaled.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"2560\" \/>\n\t<meta property=\"og:image:height\" content=\"2560\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Atrevete Academia de Marketing Digital\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Escrito por\" \/>\n\t<meta name=\"twitter:data1\" content=\"Atrevete Academia de Marketing Digital\" \/>\n\t<meta name=\"twitter:label2\" content=\"Tiempo de lectura\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutos\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/atrevete.academy\/blog\/abm-account-based-marketing-en-que-consiste-esta-metodologia\/\",\"url\":\"https:\/\/atrevete.academy\/blog\/abm-account-based-marketing-en-que-consiste-esta-metodologia\/\",\"name\":\"ABM (Account Based Marketing): \u00bfEn qu\u00e9 consiste esta metodolog\u00eda?\",\"isPartOf\":{\"@id\":\"https:\/\/atrevete.academy\/blog\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/atrevete.academy\/blog\/abm-account-based-marketing-en-que-consiste-esta-metodologia\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/atrevete.academy\/blog\/abm-account-based-marketing-en-que-consiste-esta-metodologia\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/atrevete.academy\/blog\/wp-content\/uploads\/2021\/07\/20943958-scaled.jpg\",\"datePublished\":\"2021-07-23T16:40:17+00:00\",\"dateModified\":\"2022-03-21T21:25:18+00:00\",\"author\":{\"@id\":\"https:\/\/atrevete.academy\/blog\/#\/schema\/person\/bb788b3a3a7e028ab3e0ef0bee458530\"},\"description\":\"El Account Based Marketing o ABM es una estrategia que busca enfocar esfuerzos en una cuenta para mejorar resultados por personalizaci\u00f3n\",\"breadcrumb\":{\"@id\":\"https:\/\/atrevete.academy\/blog\/abm-account-based-marketing-en-que-consiste-esta-metodologia\/#breadcrumb\"},\"inLanguage\":\"es\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/atrevete.academy\/blog\/abm-account-based-marketing-en-que-consiste-esta-metodologia\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"es\",\"@id\":\"https:\/\/atrevete.academy\/blog\/abm-account-based-marketing-en-que-consiste-esta-metodologia\/#primaryimage\",\"url\":\"https:\/\/atrevete.academy\/blog\/wp-content\/uploads\/2021\/07\/20943958-scaled.jpg\",\"contentUrl\":\"https:\/\/atrevete.academy\/blog\/wp-content\/uploads\/2021\/07\/20943958-scaled.jpg\",\"width\":2560,\"height\":2560,\"caption\":\"Focus abstract concept vector illustration. 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