The next wave of ABM: A blended approach

Contributors Jessica Fewless and Rob Leavitt outline three common approaches to Account-Based Marketing and discuss the advantages of moving to a personalized, blended strategy.Note: This piece was co-authored with Rob Leavitt, senior vice president at ITSMA.In the past few years, Account-Based Marketing (ABM) has grown as a category and really transformed the B2B marketing landscape. But its quick ascent to B2B stardom has left quite a few marketers confused about how best to incorporate it into their organizations.