老板去美國參加ABM大會了，從他那讓ABM重新進入我的視野，也提醒我，是不是要以另一個視角來看看營銷產(chǎn)品？！
連續(xù)看了幾晚上資料，有點掉進大海的感覺，想不到之前自己對ABM的了解不過冰山一角，正因如此才讓人更加興奮。在追求知識的路上一如既往認真的男人才是最帥的！
什么叫海洋？讓你見識下
先不說別的，光從產(chǎn)品墻就能讓你驚訝一陣子...
為了偷懶我只放了14年的圖，是啊，3年前的圖。這就是國內(nèi)外產(chǎn)品的差距。
思維的創(chuàng)新，才是產(chǎn)品升華的唯一方法
很不巧今天聽了一堂公開課，講產(chǎn)品經(jīng)理的。我很認同講師對PM的描述和解讀，也深知PM的不容易和壓力。干了十幾年的技術(shù) VS 干了五六年的產(chǎn)品，我自己也深知一個優(yōu)秀的PM不比一個牛逼的架構(gòu)師差到哪去，反而道路會更加曲折。
但，我更佩服能推敲出支撐諸多產(chǎn)品發(fā)展的基礎理論的智者，他們也許才算的上天才二字。
做久了營銷的人都見過funnel，從target到最后convert一層層想法提高ROI，保持可追蹤性...這幾乎就是一種真理般的存在。但隨著科技的發(fā)展，似乎除了提出者沒有誰認真想過科技本身的進步發(fā)展會如何影響我們所謂的真理！
反轉(zhuǎn)漏斗，反轉(zhuǎn)的是你的思維
鑒于原文比較經(jīng)典，自己翻譯的實在太爛，所以直接貼原文吧，待哪天理解升華了再來做點comments。
Identify
The first stage of account-based marketing is to identify accounts to target. Selecting accounts should be done collaboratively with marketing and sales. Predictive technology can augment a team’s ability to choose the best accounts prioritizing based on fit with current customer base or predicting intent. After selecting a list of accounts, data tools allow you to fill your CRM with contacts and other important data to begin engaging accounts.
Expand
Expanding reach within accounts is a key step that provides a significant advantage over lead-based marketing. Tools in the Expand category provide deeper access and coverage within an account in a variety of ways - enriching contact data, providing an account-based structure to leads / contacts, or allowing engagement campaigns to reach more stakeholders. Many tools that expand reach also are used to identify or engage accounts.
Engage
Marketers must engage individuals within accounts across the entire buyer's journey. In each sub-category, consider the tools used to execute your account-based marketing strategy and exclude those that are exclusively used for other marketing strategies. Modern ABM tools allow practitioners to engage the right personas at more accounts with personalized and targeted messaging and content.
Advocate
The relationship with an account doesn’t end after signing the deal. Account-based marketing is the best way to drive adoption, upsell and cross-sell, and referral. For the customer journey, the ABM stack is focused on marketing tools to create new revenue and expand revenue in existing accounts. The tools in this section allow customers to become your best advocates both within their company and across the market.
Measure
Insight into the effectiveness of your account-based marketing efforts is critical. These tool help with measuring and reporting ROI, spend, attribution, and impact on revenue. Account-based marketing metrics shoulds alway tie back to revenue and pipeline measures including size, progress rates, and time to close. These tools provide insight and results from an account-based perspective to see what efforts moved the needle by account.
按照傳統(tǒng)漏斗，也許看到這的人已經(jīng)少了一大半了...
寫到這，我突然想起了一個推薦過的做筆記的工具還是app，能夠把書摘隨時隨地保存起來，結(jié)合MD，那簡直了！知道的同學麻煩留個言告知下，謝謝！
最后附一篇很好的ABM的文章 關(guān)于ABM需要知道的五件事，祝晚安！
