Looking at the diagram above provides an example of the contrast between a person-centric and account-centric marketing strategy. The number of decision-makers in the sales cycle of most organizations looks like our example on the right. Before we go too far though, let’s focus on the terms ‘Person-centric‘ and ‘Account-centric.’
To elaborate on person-centric marketing, it focuses on leading one specific individual through the sales funnel. Account-based marketing on the other hand is a more modern approach on a person-centric strategy — there is more than one decision-maker in a sales cycle. So, regardless of the approach you take they are each person-centric, except ABM recognizes the collective group of individuals involved in a purchasing decision.
Now that we fully understand what account based marketing is, how does it work? ABM uses an IP address to target an account. Here’s an example from Clickz.com to further expand on ABM: