‘The Ultimate Guide to Account-Based Marketing: 6 Key Steps’ – HubSpot
Amanda Zantal-Wiener says, “There’s something kind of cool happening in the world of marketing.
Actually, there’s always something cool going on here. But as you may have recently heard, people are paying a lot of attention to something called account-based marketing (ABM). After all, over the past year, there’s been a 21% increase in the number of companies that have a full account-based marketing program in place.
And yet, it seems like account-based marketing is a fairly new concept to many people. A big part of that has to do with a lagging alignment between marketing and sales within many organizations — while this number is almost double what it was last year, only 60% of businesses say they’re “somewhat” or “tightly” aligned with sales.
But account-based marketing — and its success — is somewhat rooted in that very alignment between marketing and sales. And as you’ll see, it’s highly useable, if you know where to begin. That’s why we’re here to help”.
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