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Defining the Three Types of Account-Based Marketing

One of the consequences of all the hype about account-based marketing is growing confusion about what ABM actually is and isn’t. Absent clear definitions, it’s all too easy for different stakeholders to diminish the potential power of ABM or equate it with “just good marketing.” ITSMA, pioneers of ABM in the early 2000s, defines it as “treating individual accounts as markets in their own right” and highlights four core principles along with three distinct types of ABM: Strategic ABM, ABM Lite, and Programmatic ABM.

by Bev Burgess February 15, 2017 Read more

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