How to Turn Your Traditional Marketing into ABM

By now most B2B marketers know why Account Based Marketing is good for their business, but now the question on most marketers lips is, “How do I execute an ABM campaign, exactly?”And this is understandable. Most blog posts and whitepapers on the subject of how to execute an ABM campaign are pretty fluffy. This two-part blog post series will be anything but fluffy.That may seem like a strength, but in fact it can also be a weakness. B2B marketers who have been around for awhile already know what works for their marketing strategy. The problem is that when we’re trying to innovate we need to set those preconceived practices aside.For instance, in the case of adding Account Based Marketing to our marketing strategy, we need to rethink our process for finding our ideal audience. Rather than thinking broadly, we need to think narrowly.This is because in traditional inbound marketing, we’re rewarded when we expand our audience to bring in new leads that haven’t been touched yet. In a winning ABM strategy, however, we’re rewarded when we narrow our sights on just a few hundred companies.