3 Key Finding From the Frontlines of ABM

The drumbeat for Account Based Marketing is getting louder and louder. As we march into 2018, top experts predict more of the same. The whispers are turning to roars and spreading like ripples across a pond. Though it may have been there all along, many of the smartest companies are beginning to join in and march to the beat of the same drum – that of accounts.2017 was a big year for ABM. More companies are adopting the strategy and the ROI continues to swell. And I’m sure years from now, we’ll look back and laugh at the primitive tools and tactics we used to land and expand target accounts.But until then, there’s only one thing left to do: drive the industry forward.At Engagio, we’re constantly testing, tweaking and refining our ABM program so that we can build both a world-class marketing software company and pass our lessons learned on to you.In the spirit of the latter, I want to share some of the biggest lessons we’ve learned doing ABM successfully over the last year.Just as demand gen marketers have relied on marketing automation to drive leads, ABM marketers just rely on marketing orchestration to drive account engagement. Don’t get me wrong – you still need inbound. However, inbound alone is not enough for complex B2B Sales and Marketing. You also need a more targeted, strategic, and cross-functional approach.