MUTUAL SUCCESS PLANNING - FROM ACCOUNT BASED B2B MARKETING TO STRUCTURED ENGAGEMENT.

 Ask any B2B Company,they will tell you that they handle each customer

individually. A B2B Company's engagement with its client start with

marketing .This is generally referred to as account based marketing(ABM).

But most B2B Companies now realize that engaging with their clients does

not stop with marketing, must include sales & service to create an end to end

experience for the client.This is called account based engagement (ABE).

All this results in a more personalized  interaction based on a deeper

understanding of the customer's pain points & business needs,which in

turn builds deep,successful & long lasting relationships.

Biswajit Das -Author is a founder of Mumbai based Brandintelle Services - a Central

Marketing platform for Marketing Departments which claims to bring analytics closer

to workflow automation.