– Socedo – Image Not Credited
Account-Based Marketing (ABM) is gaining rapid adoption in the realm of B2B marketing. According to SiriusDecisions’ 2016 study on ABM, over 70 percent of B2B companies employ staff either fully or partially dedicated to handling ABM-specific programs.
B2B CMOs are increasingly looking to drive revenue, and not just leads from their marketing investment. While inbound marketing has proven to be effective in generating large volumes of leads, today’s marketers are judged by their contribution to pipeline- that means generating leads that their sales team can close.
What Is Account-Based Marketing?
Account-based marketing (ABM) is a targeted approach to marketing based on an account, or a company, rather than an individual buyer. For the official definition, let’s turn to where the Internet goes for answers: Wikipedia. According to their definition, ABM is “a strategic approach to business marketing based on account awareness in which an organization considers and communicates with individual prospect or customer accounts as markets of one.”
To simplify it though, let’s put it this way: Instead of marketing to individuals, ABM is about marketing to all decision makers within a target company at once.