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

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.