If you’re in B2B marketing, you’re more than likely familiar with the term Account Based Marketing, or ABM: the practice of applying a set of marketing activities to specific, target accounts to support sales efforts within said accounts.
Now, as established a practice as ABM is, it’s also, probably, one of the next big things in our line of work, and it has the potential to become a true game changer. Think of it this way – depending on how hungry you are at a given moment, would you rather eat 5 slices of a mediocre Pizza just to be full, or eat one amazing slice that will give you a culinary experience, and satisfy your hunger?
Well, that’s the thing about ABM – it’s the quality slice. (Photo Credit: Guian Bolisay) [Continue reading]