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The Strategy Implementation of Account-Based Marketing (ABM)—The Stratio Case

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Good Practices and New Perspectives in Information Systems and Technologies (WorldCIST 2024)

Part of the book series: Lecture Notes in Networks and Systems ((LNNS,volume 987))

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Abstract

Account Based Marketing (ABM) is one of the terms that is currently attracting attention in the marketing field. Companies in Portugal are also trying to improve their offer with this strategy. The present study aims to contribute to the knowledge of the usefulness of the ABM strategy; moreover, the importance of this work lies in the fact that it is still a little studied topic. With this objective in mind, this paper examines a real situation. The methodology used is a case study. The company analysed is Stratio Automotive (STRA, S.A.), where the ABM strategy is being implemented. In this way, the steps for applying this strategy are highlighted, to make the company more efficient, more focused on its customers’ needs and in a more advantageous position. Finally, it is expected that ABM will make the company closer to the market and therefore more successful, according to the future results of the application of this strategy.

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Author information

Authors and Affiliations

  1. Polytechnic Institute of Coimbra, Coimbra Business School, Quinta Agrícola - Bencanta, 3045-231, Coimbra, Portugal

    Mandalena Abreu & Bárbara Jordão

  2. CEOS.PP, ISCAP, Polytechnic of Porto, Porto, Portugal

    Mandalena Abreu

Authors
  1. Mandalena Abreu
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  2. Bárbara Jordão
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Corresponding author

Correspondence to Mandalena Abreu .

Editor information

Editors and Affiliations

  1. ISEG, Universidade de Lisboa, Lisbon, Portugal

    Álvaro Rocha

  2. College of Engineering, The Ohio State University, Columbus, OH, USA

    Hojjat Adeli

  3. Institute of Data Science and Digital Technologies, Vilnius University, Vilnius, Lithuania

    Gintautas Dzemyda

  4. DCT, Universidade Portucalense, Porto, Portugal

    Fernando Moreira

  5. Institute of Information Technology, Lodz University of Technology, Łódz, Poland

    Aneta Poniszewska-Marańda

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© 2024 The Author(s), under exclusive license to Springer Nature Switzerland AG

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Abreu, M., Jordão, B. (2024). The Strategy Implementation of Account-Based Marketing (ABM)—The Stratio Case. In: Rocha, Á., Adeli, H., Dzemyda, G., Moreira, F., Poniszewska-Marańda, A. (eds) Good Practices and New Perspectives in Information Systems and Technologies. WorldCIST 2024. Lecture Notes in Networks and Systems, vol 987. Springer, Cham. https://doi.org/10.1007/978-3-031-60221-4_8

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