Has your company been confused about whether or not to adopt a practice known as account-based marketing? What exactly is account-based marketing or ABM? Briefly, ABM (or key account marketing) is the strategic practice of identifying insights and integrated marketing initiatives and align sales to specific targets of customers and prospects. ABM is the advocate of the whole customer lifecycle–including insights and promotion–in order to better support implementation and revenue. ABM also encourages sales and marketing to “get along”. Supposedly, it’s been around since the 1990s and has been considered to be the opposite of mass marketing.
Sounds scary? Nope, it’s not. In a nutshell, it basically means your B2B marketing treats each of your customers and prospects as one market and caters to their every need both from a marketing and a sales perspective, hopefully in tandem.