Why Your ABM Strategy Needs a Balanced Approach

So you’ve been tasked with implementing Account-Based Marketing (ABM) into your demand generation strategy this year. How’s it going? am I right? While ABM does take some time and effort to get off the ground, it’s a proven tactic when applied appropriately within your overall demand gen mix. Unfortunately, a lot of B2B marketers take a narrow minded approach when it comes to executing ABM. Just like every other marketing strategy out there, ABM isn’t a one-size-fits-all approach and it doesn’t only have one runner in the race. Let me explain I can’t tell you how many times a day we tell our clients to ‘take a balanced approach’. I feel like my financial planner yelling, diversify, and diversify! Essentially, what we mean by diversification is variety a healthy mix of tactics in your ABM strategy.