Account based marketing (ABM)vssirkulærøkonomi

Account Based Marketing (ABM) and sirkulærøkonomi (circular economy) intersect in their strategic focus on long-term value creation and resource optimization within business relationships. ABM targets high-value accounts with personalized, data-driven campaigns designed to deepen engagement and foster loyalty. When applied in the context of a circular economy, ABM can be leveraged to engage key stakeholders—such as suppliers, partners, and customers—who are integral to circular value chains. For example, ABM enables marketers to tailor communications that emphasize sustainability initiatives, product lifecycle extension, and closed-loop processes that resonate with these strategic accounts’ environmental and economic goals. This targeted approach helps businesses build collaborative partnerships that support circular practices like product-as-a-service models, remanufacturing, or recycling programs. Digitally, ABM platforms can integrate sustainability data and KPIs to track the impact of circular initiatives on account relationships, enabling iterative optimization of marketing strategies aligned with circular economy principles. Thus, ABM acts as a precision tool to activate and scale circular economy business models by aligning marketing efforts with the specific motivations and operational realities of key accounts involved in circular ecosystems.