Unpacking account-based marketing: Conceptualization, key activities, and performance outcomes

IF 7.3 1区管理学 Q1 BUSINESS

Industrial Marketing Management Pub Date : 2026-02-01 Epub Date: 2026-02-17 DOI:10.1016/j.indmarman.2026.02.006

Simone Severini , Harri Terho , Joel Mero , Silvio Cardinali

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引用次数: 0

Abstract

Account-Based Marketing (ABM) is gaining momentum in business-to-business (B2B) markets, but academic research on the topic remains embryonic. Most existing knowledge on ABM originates from practitioner sources, which often lack theoretical grounding and fail to clearly distinguish ABM from other marketing approaches. Consequently, ambiguity persists regarding the defining characteristics of ABM, the specific activities it entails across the sales process, and the outcomes it is expected to deliver. To address these gaps, this study aims to conceptualize ABM processes by leveraging existing literature and a qualitative Theories-in-Use (TIU) approach across diverse B2B industries. The empirical findings offer three novel contributions: (1) a clear conceptualization of the ABM process and its core activities, (2) structured insights into how these activities vary across different stages of the sales cycle, and (3) ABM framework that explains how ABM can create value for KAM sales process and improve organizational performance. These insights also provide actionable guidance for practitioners seeking to develop and improve ABM within their organizations.

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拆解基于客户的营销：概念化、关键活动和绩效结果

基于账户的营销（ABM）在企业对企业（B2B）市场中势头正劲，但关于这一主题的学术研究仍处于萌芽阶段。现有的关于ABM的知识大多来源于实践者，这些知识往往缺乏理论基础，无法将ABM与其他营销方法明确区分开来。因此，关于ABM的定义特征、它在整个销售过程中需要的具体活动以及它期望交付的结果的模糊性持续存在。为了解决这些差距，本研究旨在通过利用现有文献和跨不同B2B行业的定性使用理论（TIU）方法来概念化ABM过程。实证研究结果提供了三个新颖的贡献：(1)ABM过程及其核心活动的清晰概念化；(2)对这些活动在销售周期不同阶段如何变化的结构化见解；(3)ABM框架解释了ABM如何为KAM销售过程创造价值并提高组织绩效。这些见解还为在其组织中寻求发展和改进ABM的实践者提供了可操作的指导。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Industrial Marketing Management Multiple-

CiteScore

17.30

自引率

20.40%

发文量

255

期刊介绍： Industrial Marketing Management delivers theoretical, empirical, and case-based research tailored to the requirements of marketing scholars and practitioners engaged in industrial and business-to-business markets. With an editorial review board comprising prominent international scholars and practitioners, the journal ensures a harmonious blend of theory and practical applications in all articles. Scholars from North America, Europe, Australia/New Zealand, Asia, and various global regions contribute the latest findings to enhance the effectiveness and efficiency of industrial markets. This holistic approach keeps readers informed with the most timely data and contemporary insights essential for informed marketing decisions and strategies in global industrial and business-to-business markets.