ABM is a Strategy, Not a Campaign.

In the headlong rush to Account-Based Marketing, many B2B companies are, quite naturally, looking to implement ABM in a manner that allows them to dip their toes in the proverbial water.In the agency business, such as ours, this has led in turn to a notable uptick of interest in what are often called (by the client): “ABM Campaigns.” A typical narrative in these situations: We’ve been hearing about ABM, our boss is asking about ABM, we want to try ABM, can you help us put together a campaign so we can test the waters and give ABM a try? There’s only one problem: there really is no such thing as an “ABM Campaign.” ABM is a strategy, and a wholly different way of looking at how leads, opportunities, and revenue are generated.