The next evolution of ABM for B2B

Looks at the evolution of Account-based marketing for the individual (ABM-i), a personalized approach to account-based marketing that goes beyond the account level to identify and tailor messaging to individual business stakeholders.

Definition

Account-based marketing for the individual (ABM-i): A personalised approach to account-based marketing that goes beyond the account level to identify and tailor messaging to individual business stakeholders based on their unique role and stage in the consideration and buying process. 

Account-based marketing (ABM) has been growing steadily as B2B marketers embrace this valuable technique to proactively reach high-value accounts and buyers. Last year, following the onset of the pandemic, research foundthat businesses with mature ABM programs were increasing their budgets for ABM by 40 percent. In an era of economic landscape disruption and budget cuts, this...

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