A crucial step in developing account-based marketing (ABM) campaigns is identifying the list of best-fit accounts for sales and marketing teams to pursue.
If there were lessons to be learned from Content Marketing World 2018 held in Cleveland, Sept. 4-7, it was the staying power of long-form marketing content, the rise of social responsibility messaging, and the value of taking the less-traveled or overlooked routes to inspiration.
Some of the more widely promoted benefits of account-based marketing (ABM) are pretty hard to discount: They include, according to this Forbes article, faster buying cycles, higher close rates, higher value sales and increased organizational alignment.
Many B2B organizations think that account-based marketing (ABM) and personalized marketing are essentially the same thing. But lumping these two specific practices into the same category doesn’t do justice to either one.