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?
While ABM technology can certainly help marketers leverage data and speed to drive maximum efficiency, delivering personalized experiences off the back of a holistic data-based understanding is just part of the equation. ABM technology, on its own, can’t meet the need for a personalized and connected experience that our customers have come to expect. The second part of the equation is all about the people and processes. Read more…
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.