Account Based Marketing: a data-driven perspective

If you’ve attended any industry events recently you will have undoubtedly heard the term “Account Based Marketing” about a bagillion times.

It is one buzz word in B2B marketing right now, along with “Predictive Analytics” and “Channel Enablement.” This idea of defining a set of accounts to target, and using insight garnered on those accounts to target the buying committees intelligently within them is not new. “Targeted account lists,” “key account marketing,” and other terms were used for it in the past, and organizations like ITSMA have been developing methodologies around it for years, long before SiriusDecisions came onto the scene.