Three Types of Account-Based Marketing

This document is available free of charge
  • Author(s) Bev Burgess
  • Published February 15, 2017
  • 7 Pages
  • Category Engagement & Advocacy, Sales & Field Enablement
  • Type Member Research
  • 7 Pages
  • .PDF Format

Once upon a time, defining account-based marketing (ABM) was easy. ITSMA pioneered ABM in the early 2000s as a strategic approach to create sustainable growth and profitability with a company’s most important clients. The goal of ABM was bringing the mindset, skills, and resources of marketing to individual account teams, and collaborate closely with sales, delivery, and key executives toward achieving the client’s business goals.

Today, based on the great success of early adopters, as well as changes in the broader marketing and technology environment, ABM is suddenly being hyped as the next great revolution in B2B marketing. Vendors and pundits are making great claims about ABM transforming all of marketing.

The opportunities to apply ABM principles far beyond your key accounts have certainly grown in recent years. But one of the consequences of all the hype is growing confusion about what ABM actually is and isn’t.

This ITSMA Marketing Tool  cuts through the noise with a clear definition of ABM and its core principles along with detailed descriptions of the three specific approaches companies are taking: Strategic ABM, ABM Lite, and Programmatic ABM. Robust, shared definitions ensure that all players—sales, marketing, delivery, and other stakeholders—are working from the same playbook. This is the first step to success with ABM.

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