If you’ve seen a LinkedIn or Twitter ad mentioning your company name around the same time you received a cold email from the same vendor, you know what it’s like to be on the receiving end of a 1:1 marketing strategy.
Account-based marketing is widely adopted by leading marketers today to engage with new leads and expand their footprint with existing customers. 1:1 marketing takes ABM a step further into truly personalized marketing designed to speak to individual stakeholders.
1:1 Marketing (One-to-One Marketing) is a relationship-based strategy commonly used in Account-Based Marketing (ABM) strategies because of the focus on personal, meaningful relationships.
The One-to-One Marketing philosophy is that companies who foster deeper relationships with leads will have a greater ROI when those leads inevitably become customers. With One-to-One Marketing, ABM marketers can create more personalized, even experiential opportunities to close deals more effectively.
The benefits of 1:1 marketing are natural extensions of the benefits of effective account-based marketing.
Before identifying and categorizing your target accounts, you've got to start with a clear ideal customer profile. With your ICP you can begin executing a 1:1 marketing strategy, in these 3 steps:
A 1:1 marketing campaign should be: