Account-based marketing (ABM) programs deliver huge results, but those results can sometimes be elusive. Over the past twelve months through my consulting practice, I’ve had an intimate view into over fifty ABM programs. More common than not, most marketers are telling me that their results are underwhelming.
So, what is the missing link? The answer lies in the disconnect between marketing-orchestrated experiences and buyer expectations. 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?
Get Started With ABM: A Practical Guide To Account-Based Marketing
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.