Introduction
One of the biggest conversations in business-to-business (B2B) marketing today is the impact of account-based marketing (ABM). It is now well established in some of the world’s largest technology companies, such as Accenture, Fujitsu, Microsoft and SAP, while its reach extends beyond the technology sector into professional services (e.g. KPMG) and other business sectors (e.g. financial services, real estate and engineering).
Marketers have been 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 materialise. This article provides the essentials that marketers...