Account-based marketing (ABM) isn’t a new concept in B2B. So why are marketers still debating the ABCs of ABM?
There are two main reasons:
No two ABM programs look alike. ABM is a targeted approach to B2B marketing and sales, meaning most programs are highly customized.
We’re always tinkering. ABM isn’t a “one-and-done” B2B marketing and sales strategy. It requires constant experimentation and upkeep around target lists, outreach, messaging, and more.
For both these reasons, the hunger for quality, best-practice ABM content hasn’t died down. And it probably never will.
That’s what brought you here. You want to understand what it takes to build, maintain, and grow a successful ABM program.
In this guide, you’ll find the tactical steps for doing just that. To start, we’ll look at how ABM rose to popularity and why ABM programs should run in unison with your other digital marketing efforts.
After that, we’ll dive into everything you need to know to build and run a successful ABM campaign, provide examples of ABM plays we love, and then show you how to personalize your own digital experience for ABM.