. http://www.momentumabm.com/blog/whats-the-difference-between-strategic-abm-and-abm-lite/

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SHARESHARESHARE
WHAT’S THE DIFFERENCE BETWEEN STRATEGIC ABM AND ABM LITE
“Account based marketing helps you win bigger deals and transform customer relationships by treating each enterprise account as a ‘market of one’.” That’s how we at Momentum defined ABM in a recently published whitepaper. Following this approach, ABM is about people not personas, accounts not markets. It is, by definition, highly targeted and shifts the focus from the broadcast marketing of ‘Let me tell you why I’m great’ to the relationship marketing of ‘Let me explain how I can help solve your problems’. If this sounds like a working definition of strategic ABM – or at least some of its attributes – well, that’s because it is. But where does it leave ABM Lite, an approach that targets multiple accounts not individual accounts, personas not individuals? If strategic ABM is one-to-one then ABM Lite is one-to-a-few or one-to-even-more-than-a-few. READ MORE