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Target Selection in Account-based Marketing ABM

February 21, 2018

The idea of ABM is straightforward: Select a list of companies to target and then pursue each as a “market of one” with messaging and campaigns that are targeted specifically to that organization. In the early days of ABM, marketers would focus on five to 10 very large accounts, but that’s changing. BAO surveyed 289 B2B tech companies to understand how ABM is evolving and the role that account intelligence plays in the process. 82% of respondents are currently doing or planning on doing ABM.

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Target Selection in Account-based Marketing ABM