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Account-based marketing and how it can help small businesses

June 03, 2019 / The Innovation Enterprise

B2B marketing has traditionally been geared towards casting a wide net to catch the largest possible number of leads. This approach has been challenged recently with the rising prominence of account-based marketing ABM. To extend the analogy, ABM works by creating custom bait to attract a smaller number of high-priority leads. The premise here is that having fewer high-value clients is more beneficial for a company than having a larger client base with varying degrees of quality. So far, ABM has predominantly been used by larger corporate entities because it was both more expensive and labor-intensive than traditional inbound marketing methods. However, with the release of more affordable marketing software solutions in recent years, ABM became a viable option for small business as well.