What is account-based marketing (ABM) and how is it applied in the food industry?

Account-based marketing (ABM) is a strategic approach that focuses on identifying and engaging specific high-value accounts, treating each as a unique market. In the food industry, ABM enables companies to personalise their marketing efforts towards key clients, such as large retailers, distributors, or hospitality groups. This targeted strategy allows for more meaningful engagements, fostering stronger relationships and improving the effectiveness of marketing campaigns.

How does intent data enhance sales and marketing strategies in the food sector?

Intent data provides insights into the online behaviours and interests of potential clients, indicating their readiness to engage or make purchasing decisions. In the food sector, leveraging intent data helps companies identify businesses or consumers actively seeking information related to specific food products or services. This enables sales and marketing teams to tailor their outreach with timely and relevant content, enhancing engagement and increasing the likelihood of conversion.

What technological advancements are influencing account and intent-based marketing in the food industry?

Technological advancements such as artificial intelligence (AI), machine learning, and predictive analytics are significantly enhancing account and intent-based marketing in the food industry. AI and machine learning algorithms can analyse vast datasets to identify patterns and predict customer behaviours, allowing for more precise targeting. Predictive analytics helps in forecasting market trends and understanding the needs of specific accounts, enabling companies to develop proactive marketing strategies.

Why is the integration of sales and marketing teams crucial in ABM for the food industry?

In the food industry, aligning sales and marketing teams is essential for the success of account-based marketing (ABM). This integration ensures a unified approach to targeting and engaging key accounts, allowing for consistent messaging and a seamless customer experience. Collaborative efforts between sales and marketing facilitate the sharing of insights and data, leading to more informed decision-making and the development of strategies that effectively address the unique needs of each account.

What are the key benefits of adopting account and intent-based marketing strategies in the food sector?

Adopting account and intent-based marketing strategies in the food sector offers several benefits, including improved return on investment through focused resource allocation on high-value accounts, enhanced personalisation of marketing efforts leading to stronger relationships with key stakeholders, and shortened sales cycles by engaging accounts that have demonstrated intent, thereby increasing the efficiency of the sales process.

Just Food

Daily Newsletter

15 January 2025

Daily Newsletter

Morrisons downsizes under-threat Rathbones bakery

In October, Morrisons said it was pondering “the possibility” of shutting its Rathbones bakery.

UK grocer Morrisons has decided to scale back its Rathbones bakery instead of closing the site.

In October, Morrisons said it was pondering “the possibility” of shutting its Rathbones bakery in Wakefield in West Yorkshire following a “thorough review” of the facility.

At the time, a Morrisons spokesperson said Rathbones Bakery, bought from administration in 2005, had been “loss-making for a number of years”.

The site employs 378 people. All workers were offered voluntary redundancy, which 270 decided to take. The bakery will have "around 138" staff after the redundancies, Morrisons said yesterday (14 January).

"Following detailed discussions with colleagues and with the union, we are pleased that we have agreed a way forward for Rathbones to remain open albeit on a smaller scale," the UK's fifth-largest grocer by market share said. "The new Rathbones will operate on a different model with lower capacity and making fewer, more specialist bakery products.”

Rathbones is projected to remain loss-making this year and next, Morrisons added. The retailer said it has a plan with a “pathway to breakeven in 2027”.

The 28,000-square-foot Rathbones factory is the Bradford-based retailer’s sole baking unit, according to its website.

Morrisons said its Market Street bakery items, baked in-store, would “remain unaffected and will continue to serve customers freshly made bakery products every day”.

Rathbones produces more than 40 products for the retailer, including naans, crumpets, pancakes, hot cross buns, muffins and pittas sold at Morrisons supermarkets.