Account-Based Marketing: New Buzzword Or New Reality?

"If you follow the B2B marketing gossip, you probably know that Account-Based Marketing (ABM), which used to be a strategy employed by only a few big companies to target a few big accounts, is allegedly having its breakout moment. SiriusDecisions recently released its State of Account-Based Marketing survey, which stated that over 90 percent of marketers recognize the value of ABM. There’s no shortage of reasons why ABM is attractive to B2B companies. Companies practicing ABM have better alignment with sales, often close bigger deals with target accounts, and increase pipeline velocity. All this sounds good enough, which is probably why so many marketers have identified ABM as a valuable strategy. However, digging into the SiriusDecisions data reveals some gaps between what marketers think and what they’re doing."