{"id":1517,"date":"2011-05-18T14:31:17","date_gmt":"2011-05-18T12:31:17","guid":{"rendered":"https:\/\/chapmanbright.com\/?post_type=resources&#038;p=1517"},"modified":"2025-11-17T12:41:02","modified_gmt":"2025-11-17T11:41:02","slug":"from-social-media-to-account-based-marketing-2","status":"publish","type":"resources","link":"https:\/\/chapmanbright.com\/nl\/resources\/other\/from-social-media-to-account-based-marketing-2\/","title":"Roadmap: From Social Media to Account Based Marketing 2.0","content":{"rendered":"","protected":false},"parent":0,"template":"","cb_resources_category":[91],"class_list":["post-1517","resources","type-resources","status-publish","hentry","cb_resources_category-other"],"acf":{"banner":3959,"title":"Roadmap: From Social Media to Account Based Marketing 2.0","text_overview":"Account based marketing is most used in B2B marketing in the IT market. Average order values exceed \u20ac100.000.000,- and the buying journey is 1 to 2 years long. ","image":3959,"button":"Read","components":[{"acf_fc_layout":"layout_textblock_full","background":"grey-light","title":"","text":"<em>This article reflects Chapman Bright\u2019s earlier focus on Marketo and 'classical' marketing automation.\r\nToday we help B2B companies scale productivity with automation, AI, and agents. <a href=\"\/services\/pillars\/\">Read more<\/a><\/em>","button":null},{"acf_fc_layout":"layout_textblock_full","background":"none","title":"","text":"I was contacted by a B2B company that was interested in Account Based Marketing. But they would like to start with sorting out their social media strategy. Account based marketing is most used in B2B marketing in the IT market. Average order values exceed \u20ac100.000.000,- and the buying journey is 1 to 2 years long. That's why marketing and communication is tuned to that one specific potential client.\u00a0Peppers and Rogers started writing about account based marketing in 1993 (<a href=\"http:\/\/en.wikipedia.org\/wiki\/Account-based_marketing\" target=\"_blank\" rel=\"noopener\">Wikipedia<\/a>). A lot has changes since then.\u00a0The market has become more customer centric and company mindsets shifted to outside-in. The digital revoltion also please a key role in the big change (e.g. sociale media, profiling and personalization based on online behavior on\u00a0websites\u00a0and mailings).\r\n\r\n<strong>Account Based Marketing 2.0<\/strong>\r\nAccount based marketing 1.0 focusses\u00a0on client specific marketing intelligence, ambassadeurs recognition, customer insight, organisational goals, internal\u00a0politics and than\u00a0tuning\u00a0ones (online) communication. Account Based Marketing 2.0 is much more than that.\u00a0It requires\u00a0an outside-in mindset, good social CRM, abilities for online personalization (based on behavior). For example researching what\u00a0ambassadors find interesting based on what e-mails where opened. This in irder to be relevant at the right moment. The main goal is to stay top-of-mind as prefered supplier.\u00a0Most important\u00a0is to become an\u00a0authority on the content matter. Most inspiring about Account Based Marketing 2.0 is\u00a0that the customer triggers the communication based on his own actions, interests, location and so forth.\u00a0Communicating changes to engaging in multichannel (or better Omnichannel). \"Account Based Marketing 2.0\" was first mentioned and introduced by Diederik Martens in 2010!\r\n\r\n<strong>The\u00a0Roadmap\u00a0Towards Success<\/strong>\r\nAccount based marketing 1.0 usually starts analyzing a client and storing\u00a0in a\u00a0CRM-system. Account Based Marketing 2.0 starts\u00a0with social media\u00a0and working towards\u00a0an outside-in mindset, where more and more technology is used\u00a0to create an interactive (two-way)\u00a0communication based on a\u00a0clients behavior.\r\n\r\n<strong>The 5 E's of Account Based Marketing 2.0<\/strong>\r\n\r\nThe roadmap has 5 maturity stages for ultimate Account Based Marketing 2.0.\r\n<ol>\r\n \t<li><span style=\"text-decoration: underline;\">Explore<\/span>\r\nStart learning what happens on social media channels. Start with social media monitoring and create dashboards.<\/li>\r\n \t<li><span style=\"text-decoration: underline;\">Enter<\/span>\r\nStart using and leveraging your social media channels.<\/li>\r\n \t<li><span style=\"text-decoration: underline;\">Engage<\/span>\r\nStart helping your client with solutions instead of trying to sell your services. Share whitepapers and answer questions.<\/li>\r\n \t<li><span style=\"text-decoration: underline;\">Energize<\/span>\r\nRecognize brand ambassadors and start inspiring them. Make use of the crowd to co-create solutions for the market.<\/li>\r\n \t<li><span style=\"text-decoration: underline;\">Experience<\/span>\r\nMake sure your Account Based Marketing 2.0 strategy is seemlessly integrated with your customer buying journey or customer lifecycle.<\/li>\r\n<\/ol>","button":null},{"acf_fc_layout":"layout_title","title":"Some extra resource suggestions for you","subtitle":"by our content recommendation engine"},{"acf_fc_layout":"rtp","title":"You might also be interested in","categories":["Blog"],"template":"template1"},{"acf_fc_layout":"layout_cta","title":"Want to know more about account based marketing?","subtitle":"Take a look at our Chaploop","button":{"title":"Read more","url":"\/ms-strategy-sales-alignment-account-based-marketing\/","target":""}}]},"acfml_non_translatable_locations":null,"_yoast_wpseo_primary_cb_chaploop_category":null,"_yoast_wpseo_primary_category":null,"_yoast_wpseo_primary_cb_resources_category":"","_oembed_93c4ee9e07cccdbab2160d89f51e0593":null,"_oembed_time_93c4ee9e07cccdbab2160d89f51e0593":null,"_oembed_895c57a59179d1bdcc0438a6aef65717":null,"_oembed_time_895c57a59179d1bdcc0438a6aef65717":null,"_oembed_a76e0da45bf1cb4c09bc985b193bb36b":null,"_oembed_time_a76e0da45bf1cb4c09bc985b193bb36b":null,"_oembed_d471c06fe0867c32a7c3cd67b5476e72":null,"_oembed_time_d471c06fe0867c32a7c3cd67b5476e72":null,"_oembed_3e251453af4bbbd696536d0acadba70c":null,"_oembed_time_3e251453af4bbbd696536d0acadba70c":null,"_oembed_609a8aa9fc83eb054ff7bc4d33a77773":null,"_oembed_time_609a8aa9fc83eb054ff7bc4d33a77773":null,"_oembed_69e7431aa03b88885898bf8bb28fb3a2":null,"_oembed_time_69e7431aa03b88885898bf8bb28fb3a2":null,"_oembed_1a7070c378b395415af4a19fb20df21e":null,"_oembed_time_1a7070c378b395415af4a19fb20df21e":null,"_oembed_55d4298c0fe3b359fd893e8424afe5ff":null,"_oembed_time_55d4298c0fe3b359fd893e8424afe5ff":null,"_oembed_f9c03bd9872da4d01788e5fab78083b5":null,"_oembed_time_f9c03bd9872da4d01788e5fab78083b5":null,"_oembed_ed31fabb7dfe0fd87fcb196f605adf8a":null,"_oembed_time_ed31fabb7dfe0fd87fcb196f605adf8a":null,"_oembed_f06b7516090267ff536179713f17601d":null,"_oembed_time_f06b7516090267ff536179713f17601d":null,"_oembed_e410f7495d0eaf4554919b3e5f478077":null,"_oembed_72a013d9dd3f2322671bc171fe3158ee":null,"_oembed_940f9a7b80afb0cbcc3ba55ead955b1e":null,"_oembed_06caf10aa2f40e07a7dc241ec9381e32":null,"_oembed_time_06caf10aa2f40e07a7dc241ec9381e32":null,"_oembed_3b19edfaec2ee2d35e9b030ef998c63e":null,"_oembed_time_3b19edfaec2ee2d35e9b030ef998c63e":null,"_oembed_4dbf01cda5d7c2b1d4e613889ea0ea41":null,"_oembed_790b310b2853f889f44a51704e8e43db":null,"_oembed_de0c2f3a9e579d82d9ba59d46c7d6f13":null,"_oembed_time_de0c2f3a9e579d82d9ba59d46c7d6f13":null,"_oembed_f6e83cecc2e9acb7d1ef17990035200a":null,"_oembed_time_f6e83cecc2e9acb7d1ef17990035200a":null,"_oembed_37f9de01864257564c01942ac642dd0a":null,"_oembed_time_37f9de01864257564c01942ac642dd0a":null,"_oembed_bb413565e8d54f815c41cfcbf8544000":null,"_oembed_time_bb413565e8d54f815c41cfcbf8544000":null,"_oembed_01c508667543a073acaa932efa5f40c3":null,"_oembed_time_01c508667543a073acaa932efa5f40c3":null,"_oembed_04cd44f1f3f9be9b6faab34a598e255f":null,"_oembed_time_04cd44f1f3f9be9b6faab34a598e255f":null,"_oembed_df22d986c96061734fee19868cf88af0":null,"_oembed_time_df22d986c96061734fee19868cf88af0":null,"_oembed_e10bab5640f3efd1a065332325fa1451":null,"banner":"106","_banner":"field_5c7651d015c5c","_title":"field_5c7651d015e12","components":["layout_textblock_full","layout_textblock_full","layout_title","rtp","layout_cta"],"_components":"field_5c61508b6fb90","_yoast_wpseo_focuskw":null,"_yoast_wpseo_title":"Roadmap: From Social Media to Account Based Marketing 2.0","_yoast_wpseo_metadesc":"Account based marketing is most used in B2B marketing in the IT market. 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