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.
Defined by ITSMA, a marketing agency, as ‘treating individual accounts as markets in their own right’, ABM focuses the end-to-end business-to-business (B2B) marketing process on specific named organizations.