Account Based Marketing – A Welcome Resurgence
It seems as though every other week there’s a new marketing buzzword or practice that’s “guaranteed to improve your business.”
Most of the time, these new fads are simply that. A fad. They have their 15 minutes in the limelight before retreating to the darkest corners of marketing history. Their only support following their demise comes from diehard fans unable or unwilling to let them go.
There’s plenty of hot-button topics in the world of online marketing right now, but out of all the various approaches out there the one that deserves your time and attention the most could well be account based marketing (ABM).
ABM is an approach that has been used for the last 20 years. It’s different from the marketing fads that are quick to rise and quicker to fall as it’s proven itself time and again to be a viable, profitable approach to marketing. The lack of coverage can largely be attributed to a shortcoming in marketing technology. (more…)