Driving B2B growth with account-based marketing

Bev Burgess

This article explains how account-based marketing (ABM) has evolved to outperform any other marketing approach and why it is time to position it as a business change initiative to drive company growth.

Driving B2B growth with account-based marketing

Bev BurgessITSMA

B2B marketing differs in many ways from its consumer counterpart and has its own techniques. In this article, Bev Burgess explains how account-based marketing has evolved to outperform any other marketing approach and why it is time to position it as a business change initiative to drive company growth.

When 84% of marketers who measure return on investment tell you one marketing approach delivers higher returns than any other, you listen. Especially when half of those people go on to describe the returns they're achieving as 'significantly higher'.

The approach in...

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