Four common ABM myths busted

By now, most of us are familiar with the trendy term account-based marketing (ABM). At its core, ABM is used to nurture specific high-value accounts and reach stakeholders in a personalized manner, with the primary goal of generating more revenue and retention.

The focus is on the quality of engagements with your targeted accounts, but there’s nothing fundamentally new about the concept of ABM. For decades, highly profitable enterprises have been executing high-touch marketing programs and finding...

By Sanjay Castelino, 08 March 2018, 0 comments. Categories: Personalised Marketing.

What is killing your ABM strategy?

To look at the research is to believe account-based marketing, or ABM, is changing how B2B companies organise their marketing organisations and sell to customers.

At its core, ABM adherents treat a fewer number of current and prospective clients as markets unto themselves with the goal of nurturing long-term, high-value relationships that ideally benefit both parties.

Sound good? It should. Highly profitable enterprises have been executing high-touch marketing programs for generations.

The only reason more...

By Sanjay Castelino, 08 December 2016, 0 comments. Categories: Data-driven marketing.