How to develop an account-based marketing strategy: An updated guide

This article is a best-practice guide to developing an account-based marketing (ABM) strategy, which focuses business-to-business (B2B) marketing on the accounts with the greatest potential for growth over the medium to long term.

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...