A great deal is being written about account-based marketing (ABM), and for good reason. ABM is revolutionizing business-to-business sales.
The concept is quite simple, combining traditional account-based selling techniques with multiple traditional and digital communications channels and usually leveraging digital automation. Strategically, ABM is nothing more than a modern application of the age-old marketing principle, “put the right message in front of the right audience, at the right place and time.” It is the latest iteration in B2B marketing, brought on by increasing levels of isolation and numbness among decision-makers. Read more