‘What is B2B account-based marketing & why should you care?’ – Econsultancy
Nikki Gilliland says, “For B2B organisations, account-based marketing (ABM) is becoming an increasingly important focus.
Instead of broader marketing techniques such as online and offline advertising, PR and SEO, companies are now realising the potential of a laser-focused approach.
In line with this growing trend, here’s a basic run-down of ABM, as well as a few reasons why B2B marketers could benefit from using it in future.
What is ABM?
In a nutshell, account-based marketing is used to identify and target a key set of accounts, using personalised and highly tailored campaigns to generate leads.
It is based on the assumption that B2B buying decisions are usually made by a select group of people rather than a single person.
Targeting the core decision-makers (through IP addresses) should bring a greater chance of success”.
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