AN OVERVIEW OF ACCOUNT-BASED MARKETING

Ed skibbe | May 17, 2016

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Modern marketers these days can’t attend a conference, open their Twitter feed, or check their email without encountering a blitz of Account-Based Marketing articles, webinars, and infographics. What is Account-Based Marketing? How is it any different from the dozens of other hot marketing topics du jour? Is it “right” for your company? Is it “right” for your target market? Can it really drive revenue? How does it work, really? Do you have to do it all at once, or can you start slowly and grow incrementally? How does one get started? Those are some terrific, but potentially complicated questions. First, some basics. Businesses, especially large businesses, typically make significant purchasing decisions “by committee,” on a collective, rather than individual, basis. According to a 2015 IDG Enterprise survey, an average of 17 people participate in an enterprise purchasing decision, up from 10 people in 2010. Account-Based Marketing (ABM) recognizes this and targets opportunities at the business level, not just at the lead level. ABM recognizes the importance of communicating with each of the relevant individuals appropriately, based on and in the context of their specific role within the collective buying process.

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