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The Art of ABM: A Strategic Guide to Account-Based Marketing

The Art of ABM: A Strategic Guide to Account-Based Marketing

Published by: Research Desk Released: Feb 04, 2021

Account-based marketing (ABM) isn’t a new concept in B2B. So why are marketers still debating the ABCs of ABM?

There are two main reasons:

  1. No two ABM programs look alike.ABM is a targeted approach to B2B marketing and sales, meaning most programs are highly customized.
  2. We’re always tinkering.ABM isn’t a “one-and-done” B2B marketing and sales strategy. It requires constant experimentation and upkeep around target lists, outreach, messaging, and more.

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