The Role of Account Based Marketing in the Manufacturing Industry

In my experience leading Customer Marketing teams, I've seen firsthand how Account Based Marketing is revolutionizing the way manufacturers build relationships with customers.For companies selling complex, high-value products to other businesses, taking an account based approach is critical for success today. Account Based Marketing helps manufacturers like Honeywell cut through the noise to engage potential customers in a relevant, personalized way.

Account Based Marketing helps build trust with customers by investing time and effort into truly understanding them. For instance, focusing on a specific target audience allows you to comprehend clearly what each customer is looking for. This approach helps you enhance your understanding through unpacking the nuances of each customer, which ultimately builds credibility and trust.

Account Based Marketing also demands relevance across teams. It takes a collaborative approach across the organization - marketing, sales, and business development must unite behind account plans. You cannot operate on separate functional plans for Account Based Marketing to be effective.

This unified approach is necessary when engaging customers. Without internal collaboration, customers will not understand who you are as an organization. As a result, that hinders building trust in your relationships through ongoing, meaningful conversations. Ultimately, Account Based Marketing succeeds by dedicating resources to knowing customers deeply and deepening your relationship with them.