Objective: Build for Personalization
Account-based marketing (ABM) is a marketing strategy that focuses on targeting individual high-value accounts as opposed to broad audiences. It is relevant for B2B SaaS because it allows for personalized communication and tailored messaging to key decision-makers, increasing the chances of converting those accounts into long-term customers.
Here’s how it builds on top of traditional marketing:
ABM can be particularly effective for companies like Hotjar that offer a specialized product or service with a targeted audience.
By focusing on a select group of high-value accounts and tailoring marketing and sales efforts to their specific needs and pain points, Hotjar can build stronger relationships with those accounts and increase the chances of converting them into customers.
Hotjar’s ABM strategy includes personalized email campaigns, targeted advertising, customized landing pages, and account-specific content and resources. Additionally, Hotjar's sales and customer success teams will work closely with targeted accounts to provide customized demos, training, and support to help them get the most out of the platform.
