Account-based marketing (ABM) has been embraced by many B-to-B companies as the most effective marketing solution for an increasingly digital age. But even as a proven driver of higher revenue, ABM has yet to gain widespread adoption among B-to-B brands and organizations.
Perhaps the biggest reason for the disconnect, experts contend, is that account-based marketing can be an extremely tough challenge for many companies. Its key elements include identifying a company's most qualified accounts; pinpointing key stakeholders and their account needs; creating messages that speak most directly to these needs; and developing a method for marketing and sales to work...