Account-based marketing is not a tactic, or a campaign. It is a strategy you choose to drive your marketing. Where ABM gets exciting is the speed at which you can identify ideal customer profiles, hone that to in-market accounts, and engage with them at a personal level. Progression through the buying journey in a highly tailored, well-timed, and cost-efficient manner. As that lead pulls through the marketing funnel, the sales team is thoroughly informed of the individual’s intent, and therefore have the most relevant discussion.
However, it is easy to lose sight that account-based at its core is a strategy, not a technology. That strategy fits nicely into a framework that is commonly referred to as a T.E.A.M. Read more…
The Missing Link In Your ABM Strategy (Part 2)
In part one of this series, we defined account-based marketing (ABM), discussed why it mattered, and highlighted the need for a unified data strategy to create a single-source of truth. But many marketers still grapple with the question: is ABM a strategy or a technology?