Embracing Account-Based Marketing for Your B2B Strategy

The account-based marketing (ABM) approach applies to time-tested B2B marketing and sales principles to the challenge of selling to businesses by targeting company accounts rather than individual sales leads. ABM creates hyper-personalized interactions far more specific and relevant than traditional marketing that enable sales and marketing teams to land more accounts and expand existing ones, even in the most complex sales environments." What is Account Based Marketing? "The account-based marketing (ABM) approach applies to time-tested B2B marketing and sales principles to the challenge of selling to businesses by targeting company accounts rather than individual sales leads. ABM creates hyper-personalized interactions—far more specific and relevant than traditional marketing that enable sales and marketing teams to land more accounts and expand existing ones, even in the most complex sales environments." According to ITSMA (a leading source for insight, community, and hands-on help for B2B marketers in the connected economy) about 85% of marketers who measure ROI describe account-based marketing as delivering higher returns than any other marketing approach.