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whitepaper
DELIVERING ON THE PROMISE OF ACCOUNT-BASED MARKETING
Account-based marketing (ABM) is the first step toward sales and marketing alignment. It’s a set of principles that range from trying to engage large, named customers at a deeper level to pursuing new, high-value accounts that share similar size, industry or geographical characteristics with existing top-tier customers. But these strategies all share one thing in common; unlike traditional B2B marketing, they prioritize accounts, not simply individual job titles or job descriptions alone. Focusing on accounts results in higher-quality leads delivered to sales in more reasonable quantities that sales can actually manage, while also reaching more prospects on the buying team. So, sales win rates, marketing efficiencies and company revenues improve dramatically. DOWNLOAD