{"id":14219,"date":"2022-09-28T10:58:01","date_gmt":"2022-09-28T09:58:01","guid":{"rendered":"https:\/\/inboundcph.dk\/account-based-marketing\/"},"modified":"2024-04-25T04:46:09","modified_gmt":"2024-04-25T03:46:09","slug":"kontobaserad-marknadsforing","status":"publish","type":"post","link":"https:\/\/inboundcph.dk\/sv\/account-based-marketing\/","title":{"rendered":"Kontobaserad marknadsf\u00f6ring"},"content":{"rendered":"

Vad \u00e4r kontobaserad marknadsf\u00f6ring?<\/h2>\n

Account based marketing (ofta f\u00f6rkortat ABM och \u00e4ven k\u00e4nt som bara account marketing) har varit n\u00e5got av ett modeord inom onlinemarknadsf\u00f6ring de senaste \u00e5ren. Speciellt inom F\u00d6RETAG-TILL-F\u00d6RETAG<\/a>-riktning, men det kan ocks\u00e5 vara relevant i B2C<\/a>-handel.<\/p>\n

Kortfattat \u00e4r kontobaserad marknadsf\u00f6ring en marknadsf\u00f6ringsstrategi<\/a>, som koncentrerar resurser och reklambudget p\u00e5 en upps\u00e4ttning utvalda leads (konton). Detta \u00e4r en mycket m\u00e5linriktad marknadsf\u00f6ring d\u00e4r man ofta anv\u00e4nder sig av personligt anpassade reklamkampanjer.<\/p>\n

Med andra ord v\u00e4nder du upp och ner p\u00e5 f\u00f6rs\u00e4ljningstratten. Normalt inom handeln b\u00f6rjar man med att hitta leads, sedan v\u00e4rmer man upp dem, s\u00e5llar bort dem och till sist har man kvar den procentandel som faktiskt har f\u00f6r avsikt att genomf\u00f6ra ett k\u00f6p med dig.<\/p>\n

Med kontobaserad marknadsf\u00f6ring b\u00f6rjar man s\u00e5 att s\u00e4ga p\u00e5 det sista steget i pyramiden: Man utg\u00e5r fr\u00e5n att man som f\u00f6retag redan har en god uppfattning om vem man vill s\u00e4lja till. Detta kan b\u00e4st illustreras med ett exempel. Om du t.ex. tillverkar munstycken till tubor kan du med rimlig s\u00e4kerhet dra slutsatsen att dina kunder kommer att vara antingen tubaspelare, instrumenttillverkare eller musikaff\u00e4rer som s\u00e4ljer tubor.<\/p>\n

Det skulle inte vara meningsfullt att rikta dina annonser till alla utom dessa f\u00e5 konton eller leads. Om du tog det traditionella tillv\u00e4gag\u00e5ngss\u00e4ttet kan du b\u00f6rja med att rikta dina kampanjer till anv\u00e4ndare som har visat intresse f\u00f6r tubaspel p\u00e5 n\u00e5got s\u00e4tt. Detta kan vara Google-s\u00f6kningar efter \"l\u00e4ra sig spela tuba\" eller \"k\u00f6pa tuba\". Det kan ocks\u00e5 vara Facebook-annonser f\u00f6r personer som har valt \"klassisk musik\" som ett intresse.<\/p>\n

Men varf\u00f6r ta den h\u00e4r omv\u00e4gen om du kan b\u00f6rja med att fokusera direkt p\u00e5 de leads som du redan vet \u00e4r intresserade av att k\u00f6pa din produkt? Om det bara finns tv\u00e5 musikaff\u00e4rskedjor i Danmark som har just de tubor som du \u00e4r specialiserad p\u00e5, \u00e4r det h\u00e4r som en kontobaserad marknadsf\u00f6ringsstrategi kommer att fokusera. Med en relativt stor budget och uth\u00e5llighet kommer du att etablera kontakt med dem och f\u00f6rs\u00f6ka f\u00e5 till st\u00e5nd en f\u00f6rs\u00e4ljning.<\/p>\n

Faktum \u00e4r att bra account marketing g\u00e5r ett steg l\u00e4ngre och inte \"bara\" landar en f\u00f6rs\u00e4ljning eller ens en serie f\u00f6rs\u00e4ljningar, utan ist\u00e4llet fokuserar p\u00e5 att bygga en varaktig relation med dina prospekt. Ett partnerskap d\u00e4r deras \u00f6nskem\u00e5l och behov blir drivkraften och d\u00e4r ni kan arbeta tillsammans f\u00f6r att se till att b\u00e5da parter v\u00e4xer.<\/p>\n

\n

Vem \u00e4r kontobaserad marknadsf\u00f6ring till f\u00f6r?<\/h2>\n

Det kan tyckas logiskt att kontobaserad marknadsf\u00f6ring fungerar bra f\u00f6r B2B-f\u00f6retag, eftersom det kr\u00e4ver en solid budget, strategisk planering och helst en redan befintlig grund f\u00f6r att k\u00e4nna till dina prospekt. Alla dessa egenskaper k\u00e4nnetecknar ofta B2B-handeln.<\/p>\n

Dessutom \u00e4r B2B-handeln vanligtvis mer specifik i sina produkter och tj\u00e4nster. Det \u00e4r mindre troligt att f\u00f6retag k\u00f6per generiska produkter sett till slutanv\u00e4ndaren, dvs. i B2C-handel. Detta tyder i sin tur p\u00e5 att kontobaserad marknadsf\u00f6ring fungerar bra f\u00f6r B2B-handel.<\/p>\n

Men om du \u00e4r en B2C-handlare och ditt f\u00f6retag passar in p\u00e5 ovanst\u00e5ende faktorer finns det ingen anledning till att du inte kan prova kontobaserad marknadsf\u00f6ring. Har du en specifik produkt? Har du en bra budget och en rimlig f\u00f6rst\u00e5else f\u00f6r dina prospekt? D\u00e5 \u00e4r kontobaserad marknadsf\u00f6ring definitivt v\u00e4rt ett f\u00f6rs\u00f6k.<\/p>\n

\n

F\u00f6rdelarna med kontobaserad marknadsf\u00f6ring<\/h2>\n
    \n
  • Det kommer vanligtvis att finnas Mycket mindre avfall <\/strong>i reklambudgeten, just f\u00f6r att alla kampanjer \u00e4r laserfokuserade och man inte l\u00e4gger pengar p\u00e5 leads som inte har h\u00f6g potential. Det finns till exempel f\u00e5 eller inga inledande tester eller f\u00f6rs\u00f6k n\u00e4r det g\u00e4ller kontobaserad marknadsf\u00f6ring, eftersom du redan vet vem du riktar dig till.<\/li>\n
  • Reklaminsatser kan vara otroligt personligt anpassade<\/strong>. Det talas mycket om personaliserad marknadsf\u00f6ring, s\u00e4rskilt inom den digitala handeln. Ju mer personlig en annons kan vara, desto b\u00e4ttre. Och med kontobaserad marknadsf\u00f6ring har du redan fr\u00e5n b\u00f6rjan en mycket komplett profil av dina potentiella kunder. Du vet exakt vad de letar efter. Du f\u00f6rst\u00e5r deras utmaningar och de specifika faktorer som spelar in i deras omr\u00e5de. D\u00e4rf\u00f6r kan (och b\u00f6r) dina kampanjer vara mycket personliga.<\/li>\n
  • Resurserna anv\u00e4nds p\u00e5 ett effektivt s\u00e4tt<\/strong>n\u00e4r det g\u00e4ller tid, pengar och personal. Kontobaserad marknadsf\u00f6ring \u00e4r d\u00e4rf\u00f6r ett bra exempel p\u00e5 80\/20-regeln. Du vill fokusera 80 procent av dina anstr\u00e4ngningar p\u00e5 de 20 procent av dina leads som har st\u00f6rst potential.<\/li>\n<\/ul>\n
    \n

    Kontobaserad marknadsf\u00f6ringsbyr\u00e5<\/h2>\n

    Eftersom kontobaserad marknadsf\u00f6ring har blivit allt vanligare under de senaste \u00e5ren har det uppst\u00e5tt marknadsf\u00f6ringsbyr\u00e5er som specialiserar sig p\u00e5 denna typ av marknadsf\u00f6ring. Om du funderar p\u00e5 att prova kontobaserad marknadsf\u00f6ring kan du \u00f6verv\u00e4ga att anlita en byr\u00e5 f\u00f6r kontobaserad marknadsf\u00f6ring.<\/p>\n

    Sj\u00e4lvklart har du den grundl\u00e4ggande kunskapen om dina prospekt, men en account based marketing-byr\u00e5 kan sedan hj\u00e4lpa dig att etablera kontakt p\u00e5 r\u00e4tt s\u00e4tt, positionera dina produkter eller tj\u00e4nster p\u00e5 b\u00e4sta m\u00f6jliga s\u00e4tt och systematisera saker och ting.<\/p>\n

    Kontobaserad marknadsf\u00f6ring fungerar v\u00e4ldigt bra i kombination med en automatiserad marknadsf\u00f6ringsprocess d\u00e4r grundl\u00e4ggande uppgifter hanteras automatiskt och utan att man beh\u00f6ver l\u00e4gga tid p\u00e5 det. Till exempel att skicka ut e-postmeddelanden vid specifika tidpunkter.<\/p>\n

    Om du bara \u00e4r nyfiken p\u00e5 kontobaserad marknadsf\u00f6ring och inte \u00e4r s\u00e4ker p\u00e5 om det \u00e4r n\u00e5got f\u00f6r dig eller ditt f\u00f6retag, b\u00f6r du ocks\u00e5 \u00f6verv\u00e4ga att prata med en kontobaserad marknadsf\u00f6ringsbyr\u00e5. De kommer s\u00e4kert att kunna klarg\u00f6ra ganska snabbt om kontobaserad marknadsf\u00f6ring kommer att fungera f\u00f6r dig och din produkt.<\/p>","protected":false},"excerpt":{"rendered":"

    Hvad er account based marketing? Account based marketing (ofte forkortet ABM, og ogs\u00e5 kendt som bare account marketing), har de seneste f\u00e5 \u00e5r v\u00e6ret lidt af et buzzword inden for online markedsf\u00f8ring. S\u00e6rligt i B2B-regi, men det kan nu ogs\u00e5 v\u00e6re relevant i B2C-handel. Kort sagt er account based marketing en marketingstrategi, der koncentrerer resurserne […]<\/p>\n","protected":false},"author":1,"featured_media":15090,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[64],"tags":[],"class_list":["post-14219","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-annoncering_cat"],"acf":{"form":false,"post_short_description":"Inden for digital markedsf\u00f8ring fisker man som regel med brede net til at starte med. Derefter g\u00e5r man igennem flere runder af indsn\u00e6vring, f\u00f8r man til sidst st\u00e5r tilbage med k\u00f8bende kunder i nettet. Forestil dig, at det kunne g\u00f8res omvendt.","post_authors":[13283],"post_contact_section":{"post_contact_section_employee":13364,"post_contact_section_title":"Kom i dialog med os","post_contact_section_text":"Vi forst\u00e5r, at det kan v\u00e6re en stor beslutning at v\u00e6lge et bureau. Men h\u00e5nden p\u00e5 hjertet \u2013 var vi dig, s\u00e5 havde vi valgt os selv. Vores kunder kalder os Danmarks \u00e6rligste og mest n\u00e6rv\u00e6rende bureau \u2013 og hos os finder du specialister, der mestrer strategi og digital marketing. M\u00e5ske er vi ogs\u00e5 det helt rigtige bureau for dig? Kontakt os & find ud af det."}},"yoast_head":"\nHvad er Account Based Marketing (ABM)? \u2013 InboundCPH<\/title>\n<meta name=\"description\" content=\"Account based marketing (ABM), har de seneste f\u00e5 \u00e5r v\u00e6ret lidt af et buzzword inden for online markedsf\u00f8ring. L\u00e6s mere om ABM her.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/inboundcph.dk\/sv\/kontobaserad-marknadsforing\/\" \/>\n<meta property=\"og:locale\" content=\"sv_SE\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Account based marketing\" \/>\n<meta property=\"og:description\" content=\"Account based marketing (ABM), har de seneste f\u00e5 \u00e5r v\u00e6ret lidt af et buzzword inden for online markedsf\u00f8ring. 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