New account-based solution for marketing automation launched by Demandbase and Oracle as account-based marketing prospers

ABM is seeing accelerated adoption across industries and is morphing the way the B2B community measures marketing performance. According to Sirius Decisions, more than 90 per cent of companies call ABM a “must-have” while ITSMA notes that 84 per cent of marketers feel that ABM delivers a higher ROI than other approaches. In its simplest form, ABM differs from more traditional inbound marketing and the associated tactics such as advertising, events, SEO/SEM, content marketing, etc. in that, instead of being designed to reach the largest number of possible customers, its architecture focuses on specific companies, with the intention of better streamlining, targeting, engagement and conversion of higher-value accounts.