Today’s marketing leaders are being asked to do more with less. We must move to a space where we are highly targeted on who we can and cannot acquire. We must be proactive, not reactive.
ABM, particularly Blended ABM, is the answer. It’s a powerful strategy that identifies targets with the use of intent data, bringing potential customers out of inertia and into the buying cycle with highly focused and personalised messaging. It can be bolstered by a variety of marketing technology tools to seamlessly build a picture of what accounts are in motion and where.
The outcome: reduces wastage in your budget, aligns teams cross-functionally, showcases marketing’s contribution to revenue, shortens sales cycles and heightens customer experience.
This comprehensive eBook gives you everything you need to embark on your ABM journey, whichever strategy you choose. It breaks down what it is, why it matters, what today’s buying landscape looks like, the strategies, metrics and KPIs you can utilise and particular technologies that can help support you. It also gives you access to free tech as well as invaluable resources than can help you sell this approach into your leadership team.