ACCOUNT-BASED MARKETING: PERSONALIZED COMMUNICATIONS WITH CUSTOMERS IN THE B2B MARKET

The article summarizes the theoretical and methodological foundations for implementing the ABM method to build customer communications in the Ukrainian market. Аn approach that considers an individual client as an independent market. The components of ABM are highlighted: selection of strategic customers; coordination of marketing and sales; personalization and multichannel; measurement and evaluation of effectiveness. The global experience of implementing ABM models is examined. The characteristics of modernized models (ABM Lite (model 1:FEW), Programmatic ABM (1:MANY), ABMi (Account-Based Marketing for Individuals), ABM as a Flywheel (HubSpot ABM Framework), ABM Maturity Model (ABM strategy maturity model), “5-Step ABM Framework” (universal ABM process model), and the stages of their implementation. The conditions for implementing such models are highlighted: clear criteria for selecting strategic customers (potential income, potential for cooperation); integration of marketing and sales functions (common goals, processes, metrics); availability of a customer base and digital personalization channels; personalized scenarios for interaction with each customer; pilot implementation with a small number of customers and, after fine-tuning processes and evaluating ROI, expansion of the number of customers). It is noted that Ukrainian B2B companies with a high proportion of corporate clients (IT outsourcing, industrial equipment, SaaS, engineering, logistics) can benefit significantly from implementing ABM: increased sales predictability; improved quality of interaction with international clients; enhanced competitiveness in global markets. It is argued that the effectiveness of ABM largely depends on the level of digital maturity of the enterprise: the quality of CRM systems, data analytics capabilities, integration of marketing platforms, and team competencies. It is advisable to develop a phased transition model that includes auditing the customer base, creating target account profiles, configuring digital tools, launching personalized campaigns, and regularly analyzing results.