ACCOUNT BASED MARKETING: WHERE TO START

Account based marketing (ABM) is getting a lot of buzz, and for good reason. Companies with sustained ABM initiatives are seeing positive and measureable results. As Marketing Land notes, “companies practicing ABM have better alignment with sales, often close bigger deals with target accounts, and increase pipeline velocity.” According to a 2015 survey by Sirius Decisions, 92% of companies recognize the value in ABM, calling it a B2B marketing must-have. Marketing automation enables B2B companies to create a more relevant customer experience, thereby helping to drive more engagement and sales with key customers. But, they’re not silver bullets for ABM by any means, in that they don’t eliminate the need to do the heavy lifting that ABM requires for your most important customers, your “named accounts.”