. http://www.dmnews.com/marketing-strategy/the-magic-of-account-based-marketing/article/464201/
blog article
From building personas to improving sales alignment to increasing lifetime value, ABM may seem like the B2B marketer's panacea. Here's how to decide whether it's right for you. Account-based marketing isn't new, but its recent rise in popularity is capturing the attention of B2B marketers looking for innovative ways to increase marketing performance. Although ABM offers the promise of a competitive advantage, it isn't an ideal fit for many organizations. “At face value, ABM sounds easy to understand the term is descriptive,” says Mark Ogne, EVP of partner marketing at Demand Metric and founder of the Account-Based Marketing Consortium. “But it's not just a tech platform or a marketing activity. It involves changing the campaigns, content, and audiences that marketing is known for.” JASON COMPTON READ MORE