Account-Based Marketing

Account-based marketing is becoming increasingly popular as a customer acquisition tactic among B2B companies.

At this point, most early adopters of the tactic will already have an ABM orchestration platform, such as HubSpot, Demandbase, Terminus, 6Sense, Triblio, or Madison Logic, implemented.

It should go without saying, but one of the key success factors for an ABM program is the specificity of your target account lists. Ultimately, the size of your list can vary depending on your specific program. Still, it’s always a good idea to make sure that your lists include the companies that possess the highest potential value for your organization, whether that be the 10, 100, or 1,000 companies.

Account-Based Marketing (ABM) is the rising star of the B2B world. The rapid surge of marketing and sales tech has pushed forward the development and implementation of ABM at a scale. Left and right, companies are jumping on the ABM train, and they are doing it for a reason. A report from the Information Technology Services Marketing Association found that 84% of companies surveyed said that account-based marketing delivers higher ROI than other types of marketing. It looks like ABM is something worth considering, isn't it?

But what exactly is account-based marketing? And more importantly, is it right for your business?