CONCEPTUAL FRAMEWORK OF MEASURING THE SUCCESS OF ABM

Account-based marketing allows you to weed out less valuable companies early on and

makes sure that Marketing and Sales are in complete alignment. In return, your team can leap

into the critical processes of engaging and delighting target accounts much faster.

ABM proponents often publish frameworks that closely map to the main steps of ABM but

augment them with best practices and advice about technical requirements.

ABM conceptual framework highlights integrating account-based business processes

with existing, end-to-end-revenue processes, as well as bringing an account orientation to data

management, program planning and analysis. Gartner also recommends implementing a

technology stack that includes a dedicated account-based platform, data management tools,

reporting and analytics software, marketing automation and workflow automation.

THEORETICAL FRAMEWORK

One thing successful ABM programs have in common is all their messaging is

"completely aligned," Pun said. That means email, LinkedIn InMail and other personal

messaging reinforces the idea that the marketer understands who the recipient is and the problem

they're trying to solve.

. "For most people who are running ABM programs effectively, marketing and sales are meeting

on a weekly basis to walk through their account list," he said.

Also, the companies getting better results from ABM compared to traditional demand generation

had marketing and sales staff who spent at least half their time using ABM methods.
Gartner typically advises clients who are new to ABM to run a pilot with 10-15 accounts that

have a common use case or industry, Pun said. Then, determine who is on each buying team,

their personas and the best messaging for each, including content types and engagement

channels.

"Because there's a small number, you can really focus and see what's working and what's not," he

said. A typical mistake is being too ambitious and running a pilot on hundreds of accounts.

It's also important for everyone involved, including executives, to agree on a definition of ABM

and how success will be measured. The definition can be challenging, though, because marketing

means different things to people depending on their experience.

HYPOTHESIS

In the realm of account-based marketing (ABM), precision reigns supreme. By directing

your efforts toward a select group of high-potential accounts, you unlock the path to unparalleled

success. It's about identifying the precise number of clients your company can serve effectively,

aligning with the ideal scenario.

Through unwavering focus, superior results are within reach. It's a logical principle. No longer

will you rely on generic email blasts and broad marketing campaigns. ABM thrives on

individualized interactions, tailored exclusively to prospects within targeted accounts.

With a razor-sharp focus, the sales and marketing teams synergize, working together to engage

these specific accounts in the most meaningful way. By concentrating resources on a handful of

businesses, they ensure that the right messages reach the right prospects, maximizing their

chances of success.
CONCEPTUAL FRAMEWORK OF EVOLUTION ACCOUNT BASED MARKETING

(ABM) ADOPTION IN B2B: A FIVE YEARS INDUSTRY ANALYSIS

 ABM transforms marketing and product development. It helps you understand your

clients and what they are trying to achieve. With that understanding, you can identify the

organizational processes that are no longer productive. In the past, the solutions-based sales

model targeted a single symptom based on what your company can do. ABM turns that process

around and starts with what the customer needs to achieve their goals. Applying social data and

new decision-support technology, you gain a comprehensive understanding of a company’s

needs and assets, which serves as the basis of your customer acquisition strategy.

The goal for each individual customer is to stimulate positivity inside their organization using

personalized messaging. Convince a small group of supporters at first; these will be your

advocates inside the target customer who can get the ball rolling. ABM motivates these

supporters by delivering messages that get to the heart of what matters to them as individuals.
Once they see the value of your solution, these supporters begin discussing what your solutions

could do for them individually. As synergy builds, these supporters gain passion about your

services. That passion expands as conversations sweep through the organization. This generates

an internal force driving the selection of your solutions. The final purchase decision becomes

inevitable.

The pieces fall into place when your supporters come together for their own reasons. This makes

implementation easier after the purchase, too. You already have transition champions who feel

touched by your solutions. Each of them understands a different aspect of what you can do and

that passion motivates everyone.

ABM produces insights about individual advocates, and it offers insights about the company as a

whole. ABM puts your marketing and sales teams in possession of a complete picture of

organizational structures and dynamics than the company—often more than the company knows

about itself. This is a powerful advantage that promises to transform the B2B landscape. ABM

offers a valuable component in the customer relationship and a competitive advantage to those

who master it.

THEORETICAL FRAMEWORK

ABM is in its early stages, so companies that invest can become the leaders of tomorrow.

That’s true for targeting and converting coveted plum accounts and for understanding the key

demographics they represent. The insights gained will unlock market share across the emerging

sectors and facilitate the development of winning content and proven marketing strategies.

ABM is about relationships. You will be able to dig deeper with your insights into target

customers. As you discover ways to target and motivate supporters, you learn how they expand
their influence over large groups. You will build a repeatable model for stronger customer

relationships and increased customer loyalty.

HYPOTHESIS

Nearly 83 percent of companies that have tested ABM and 72 percent of companies that

depend on ABM say they intend to use it more in the coming year. Although ABM began as a

new account acquisition strategy, many find ABM’s greatest strengths in account nurturing and

account growth. Ultimately, this evolved version of ABM is the answer for driving pipeline,

increasing brand awareness, securing customer loyalty, and boosting profitability in the B2B

environment. It’s not a minute too soon and there’s not another second to waste.

CONCEPTUAL FRAMEWORK AGENT BASED MODELING IN THE STUDY OF

TRAFFIC FLOW

Agent-based modeling (ABM) is a relatively new computational modeling paradigm that

has been used since the mid1990s to solve a variety of business and technology problems. One of

the successful cases of using ABM is [9] which also used Blender and Python in doing their

model. The agent is an autonomous entity that acts according to set of preferences and rules

according to which its makes decisions and movements. Emergence of higher order patterns

explanation is considered one of the benefits of using ABM. Agents most commonly include

these concepts Autonomy . Agents have capabilities of task selection, prioritization, goal-

directed behavior, decision-making without human intervention Social ability . Agents are able

to engage other components through some sort of communication and coordination, they may

collaborate on a task Reactivity . Agents perceive the context in which they operate and react to

it appropriately Multi-agent systems (MAS) are composed of several agents that can manifest

self-organization and complex behaviors even when the individual strategies of all their agents
are simple. Hence macroscopic system behaviors are then observed as the emergent properties of

the MAS. One of the MAS traffic simulation packages is MATSim which has been used to

model the streets of Berlin in a large scale multi-agent simulation involving several hundred

thousand agents.

THEORITICAL FRAMEWORK

Traffic simulation can be used as a tool to explore traffic systems and test different

scenarios that can be helpful to discover the flaws and bottlenecks of the system. To make the

model more realistic, we need to consider how drivers interact with the system as they are the

core building block of the system. Consequently, this would increase the validity of the results,

and the ability to model unusual geometric or traffic control features (such as roundabouts,

transit signal priority treatment, and pedestrians) that are not handled in traditional

methodologies. Traffic simulation models have the ability to describe the observed spectrum of

non-linear phenomena and their characteristic properties. Traffic simulation models that include

a real-time animation of traffic also allow non-technical audiences to visualize the potential

results of alternative traffic scenarios.

HYPOTHESIS

Traffic simulation can be used as a tool to explore traffic systems and test different scenarios that

can be helpful to discover the flaws and bottlenecks of the system. To make the model more

realistic, we need to consider how drivers interact with the system as they are the core building

block of the system. Consequently, this would increase the validity of the results, and the ability

to model unusual geometric or traffic control features (such as roundabouts, transit signal priority

treatment, and pedestrians) that are not handled in traditional methodologies. Traffic simulation
models have the ability to describe the observed spectrum of non-linear phenomena and their

characteristic properties. Traffic simulation models that include a real-time animation of traffic

also allow non-technical audiences to visualize the potential results of alternative traffic

scenarios.