DBM, ABM OR BOTH?

What’s the difference between ABM and DBM?

ABM consists of highly targeted and personalised communications strategies between one brand and another, based on specific account insight and need. DBM follows the same principle, however all activities are aimed at influencing a specific and named bid or contract process. The audiences you are trying to influence can differ between ABM and DBM.

Typically ABM is used to create new relationships, open new opportunities or strengthen existing commercial relationships. DBM is focussed on increasing your chance of winning a bid and improving your overall win rates.

Can you do both?

In short, yes. ABM strategies are normally deployed to both prospect and existing customers during ‘business as usual’ periods. DBM strategies are specifically deployed within the overall bid period. Sometimes you can do both at the same time; however in other circumstances the customer may place an embargo on the kind of marketing activity that ABM falls into when a formal bid period is in place.

In an ideal world, ABM is the precursor to DBM. It then becomes the follow-on if you win the bid.

ABM:

Target audiences can be wide and spread across the customer organisation
Activity is orientated towards relationships and new opportunities
ABM activity can continue across the DBM phase under set circumstances (ie if the customer allows it)

DBM

Target audiences tend to be more specific and include additional influencers e.g. formal bid governance, legal etc
Activity is orientated towards influencing contract requirements and differentiating from the competition within the bid response

There are three core phases where we know that a bidding organisation can have an impact:

01

02

03 01. Pre-Bid

Larger or longer-term contract customers will begin their requirements gathering and consideration well in advance of the RFP release – effective communication can shape those requirements in your favour.

02. At Bid

The message you have, and the way you deliver it, is your greatest opportunity to differentiate yourself from the competition and shift the dial in your favour – from RFP submission to down-selection.

Post-Bid

Transition and transformation phases represent a key opportunity to land and add value, setting up for ongoing dedicated marketing that continues to influence the relationship.

NB: we use examples to demonstrate the art of the possible throughout this presentation. Examples have been desensitised where necessary for the purposes of non-disclosure. All examples are of bids that have been fully concluded and no commercially sensitive information is displayed at any point.

Deal Based Marketing: the sharp end of ABM. DBM is a business of marginal gains, so we look for each and every opportunity to shift the dial in the favour of your bid.

GET IN TOUCH

For more information or to discuss a requirement that you think we can help with.

Or contact us directly: hello@differentiated.co.uk

Find us

Differentiated Ltd, Wyvols Court, Swallowfield, Reading, Berkshire, RG7 1WY

Visit our website differentiated.co.uk

Access cookie controls here.