Account based marketing does what it says on the label. ABM is an alternative
strategy that focuses on a clearly defined set of accounts, a move
away from casting a wide-net, or demand generation, approach to marketing.
It uses targeted campaigns designed to appeal to the specific attributes
and needs of the account.
ABM is a burgeoning trend, building popularity among marketers not just through ROI but better sales and marketing alignment and greater customer insight.
You’ve probably sensed that everyone’s doing it, but it still feels a bit daunting – and you may wonder if it’s even right for your business. (Read a more detailed article on the EMG website.)