Account based marketing is whatever you want it to be

There has been a lot of noise around the topic of account based marketing (ABM), and you would be forgiven for thinking it is the new kid on the block.In fact, ABM isn’t new. It’s something sales led organisations have been doing for a while. But what’s new is the vision of the new possible, created in part by Marketo, Eloqua, LinkedIn et al.OgilvyOne Business recently hosted a roundtable on the topic. Here, we take a look at some of the key discussion points.More noise than action?Whilst there is a lot of noise around ABM, there aren’t many visible examples of who is doing it well, and as Frederik Borestrom from Linkedin and Michael Wrigley from Verticurl respectively pointed out, many brands are doing bits of ABM but no one is doing it end to end. There are pockets of excellence, but they are definitely pockets for reasons we will explore.