Account-based marketing is used by the world’s most successful professional services firms. Bev Burgess explains why.
Since I first codified account-based marketing (ABM) as a marketing approach in 2003, it has reshaped the way we think about B2B marketing. Then, you could count the number of marketers doing ABM on one hand. Today, there are 250,000 people on LinkedIn with ABM in their job titles, and the number is growing. Why?
There are a number of drivers and enablers of an ABM approach, as you can see in Figure 1, but perhaps the most critical of all is the fact that it consistently delivers a higher return on investment than traditional B2B marketing.
