Bev Burgess’ Account-Based Marketing – The definitive handbook for B2B marketers (second edition) offers a detailed examination of ABM’s evolution and implementation – particularly resonant to professional services marketers.
For those from multi-service law firm backgrounds, under increasing pressure to deliver results, marketers often default to a one-size-fits-all approach. ABM appears to offer a strategic alternative to mass B2B marketing by focusing on the accounts that matter most.
In the text, Burgess notes that the rampant spread of globalisation has given way to hunger for more personalised client service.
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