How to develop an account-based marketing strategy

This article provides a best practice guide to developing an account-based marketing (ABM) strategy, which treats individual accounts as markets and focuses business-to-business marketing on specific organizations.

Jump to:Definition | Where to start | Essentials | Checklist | Case studies | Further reading

One of the biggest conversations in business-to-business marketing today is the impact of account-based marketing (ABM). Marketers are rushing to adopt the new approach and spending on ABM tools and technologies is booming. Without a clear ABM strategy, however, the promised benefits are unlikely to materialize. This article provides the essentials that marketers need to craft the right strategy for their organizations and provide the foundation for ABM success.

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