Development of B2B Customer Acquisition Tools in Account Interaction Management

Marina V. Orlova, Victor V. Orlov and Omer Allagabo Omer Mustafa
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Marina V. Orlova: The Russian Presidential Academy of National Economy and Public Administration
Victor V. Orlov: The Russian Presidential Academy of National Economy and Public Administration
Omer Allagabo Omer Mustafa: Sudan Academy for Banking and Financial Sciences

Economic Consultant, 2024, issue 2, 60-73

Abstract: Introduction. As companies continuously adapt to the evolving needs and expectations of their customers (accounts), the development of customer acquisition tools enhances the understanding of account needs and helps deliver the most effective solutions. This article aims to systematize the tools employed in managing interactions with accounts. Materials and methods. The research draws upon scientific publications and articles on B2B marketing, customer interaction management, and the evolution of customer acquisition tools. The methodology includes a comparative analysis of various tools and strategies to identify the most effective approaches to account acquisition and engagement. Results. The study reveals a prevailing trend in V2V (vendor-to-vendor) markets: the development of customer management is centered on delivering a unique experience across the entire interaction lifecycle between the account and the company. This strategic marketing approach emphasizes understanding target accounts, engaging multiple stakeholders within them, and delivering personalized services and content. A key element in this strategy is the Customer Account Journey Map (CJM) – a tool that aligns business processes and resources with account needs, fostering seamless cross-functional collaboration. Although traditionally used in V2S (vendor-to-single customer) contexts, this technique is now recommended for broader application in V2V environments, offering substantial benefits in alignment and experience management. Conclusion. This article systematizes a range of engagement tools used in account interaction management, highlighting their role in shaping effective and personalized account experiences. Key performance indicators (KPIs) for evaluating engagement effectiveness have been identified. Implementing these tools facilitates the crossfunctional integration necessary to manage large and complex accounts, ensuring tight coordination between marketing, sales, and customer service. Particular emphasis is placed on tailoring interactions to decision-makers within each account.

Keywords: V2V markets; account-based marketing (ABM); account-based experience (ABX); account-based engagement (search for similar items in EconPapers)
JEL-codes: M12 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:ris:statec:021453

DOI: 10.46224/ecoc.2024.2.5

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