Jon Miller says, “Account-based marketing (ABM) addresses the biggest problem faced by B2B marketers in the last decade: Traditional strategies focus on high-velocity, low-value deals, and not enough on the major accounts.

ABM is built on six processes that flip the focus from generating leads to courting the companies you want to do business with.

ABM isn’t a quick fix: It takes patience and a long-term commitment. But you can drive real results by effectively using the six processes:

  1. Selecting accounts
  2. Discovering contacts
  3. Developing insights
  4. Generating account-relevant content
  5. Delivering account-specific interactions
  6. Orchestrating account-focused plays”.

How to Use the Six ABM Processes to Align Sales and Marketing and Drive Real Results

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