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Account-based marketing is gaining popularity with business-to-business companies seeking to streamline their customer-acquisition processes by assertively and surgically pursuing high-value accounts.
Rather than the usual practice of “casting a wide net” to gain a small percentage of attracted leads, ABM flips the funnel, calling for laser focus on landing specific accounts that you identify as being most desirable to your company.
ABM requires unprecedented sales-marketing alignment, hyper-effective audience targeting and shrewd use of automated workflows. And in the age of the multichannel, nonlinear, increasingly anonymous customer journey, involving social media in your ABM nurture processes is becoming all the more important.
Fortunately, new technologies are making these aspects of ABM easier and more efficient all the time.