Account-based marketing (ABM): Is it really something new, or just another take on the “major account” or “key account” marketing and sales approach that large enterprise organizations have been deploying for decades?
ABM is a strategic methodology that combines targeted, insight-led marketing with sales to increase mindshare, strengthen relationships, and drive growth in specific new and existing accounts. That alignment of marketing and sales in close collaboration is one of the defining traits that makes ABM valued as an effective way to address individual account needs and develop personalized offers.
Product marketers driving ABM programs operate with a different thought process when it comes to marketing to individual accounts. They think more like sales people. The ABM marketer plays a role supporting sales proposals, and using ABM technology, has the potential to improve conversion rates and shorten sales cycles. ABM vendors claim that ABM delivers the highest ROI of any B2B marketing strategy or tactic. Can this be true?
Please join our next webcast “Adopting ABM to Optimize Product Marketing and Improve Sales Success” on Friday, April 28 at 9:00 AM Pacific / 12:00 PM Eastern with John Armstrong, CMO of Zettaset, and Brian Lawley, CEO and President of the 280 Group.