What is Account-Based Marketing?

September 23, 2016 Alicia McCarty

Account-based marketing (Acronym: ABM) is quickly becoming a must have for B2B companies. Based on its surveys of B2B marketers, the ITSMA concludes:

ABM delivers the highest return on investment of any B2B marketing strategy or tactic. Period.
SiriusDecision’s 2015 State of Account-Based Marketing (ABM) Study found that 92% of B2B marketers said ABM was extremely or very important to their overall marketing efforts Tweet This!.

According to Megan Heuer, Vice President and Group Director at SiriusDecisions:

What makes ABM so attractive right now is the way it combines insights for strategy and technology for execution. Marketing teams who understand ABM are in a powerful position to better align to what sales needs, and to make smart choices about the right actions to take and the right time to take them to grow high-potential accounts.

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