The general idea behind account-based marketing (ABM) is simple: sales and marketing work together to develop an outreach strategy geared toward a specific account.
The benefits of ABM are clear, so what’s the problem? ABM means too many things to too many people. According to a Forrester Research report titled Vendor Landscape: Account-Based Marketing, Q4 2016, 73% of surveyed B2B marketers say, “ABM is a term that lacks specific meaning and is used inconsistently today.”
The ambiguity is understandable. ABM doesn’t fit into a singular box; it can be developed and executed in a number of ways (named accounts, verticals, etc.), through a number of channels (email, phone, website, etc.). This eBook aims to help sales and marketing leaders avoid sunk costs and poor results that derive from common mistakes organizations make while developing an ABM program.