Is ABM really a better mousetrap?

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Account-based marketing (ABM) is being positioned as the next great breakthrough, but can it actually help your business? Columnist John Steinert explores the ways successful marketers are using ABM to enhance sales and marketing.

Please visit Marketing Land for the full article.

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Almost every day, it seems like a new marketing software or services vendor pops up positioning itself as “The ABM Company.” But riddle me this: When you examine these account-based marketing vendors closely, why is it they all seem to do something different? If Account-based Marketing (ABM) is a particular marketing technique, shouldn’t it be, basically, the same thing for everyone?

The truth is, just as the word “marketing” can be used to mean anything from product strategy to brand-building to sales enablement, ABM is an umbrella term comprising a host of possibilities that share one important characteristic: they shift the marketing unit of attention from individuals to the companies these contacts play a role in.

So, if you are doing ABM but finding it to be tough sledding, or if you have been hesitant to try because a vendor’s offering didn’t make sense in your situation, it’s time have another look at the concept. Why? Because you can drive real value for your business with an ABM approach that’s right for you.

[Read the full article on MarTech Today.]


Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.


About The Author

John Steinert is the CMO of TechTarget, where he helps bring the power of purchase intent-driven marketing and sales services to technology companies. Having spent most of his career in B2B and tech, John has earned a notable reputation by helping build business for global leaders like Dell, IBM, Pitney Bowes and SAP – as well as for fast-growth, emerging players. He’s passionate about quality content, continuously improving processes and driving meaningful business results.


 

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