Account-based marketing (ABM) is a white-hot buzzword for B2B marketers right now. You see it everywhere: guides, eBooks, infographics, blog posts by handsome bald content marketers–the works. Yet as much as everyone is talking about ABM, there’s still plenty of confusion about what it is and how best to do it.
It’s all well and good to say, “We should get some of that sweet account-based marketing; I hear it’s a gold mine.” But implementing a program in a strategic way takes a little more digging.
What Is Account-Based Marketing?
My favorite definition of ABM comes from Engagio CEO Jon Miller:
“Account-based marketing: a strategic approach that coordinates personalized marketing and sales efforts to open doors and deepen engagement at specific accounts.” – Jon Miller, Engagio