Account-based marketing (ABM) is a marketing strategy widely used by B2B markets including manufacturing companies. The basic premise is that you target companies you already do business with, or businesses that are in your close orbit or ecosystem, to drill deeper into their organizations to attract prospects that are, by definition, already a good customer fit.
ABM focuses on account-based data to attract, engage, convert, and measure progress against customers and prospects. ABM doesn’t rely on scoring accounts with leads, but engaging multiple stakeholders from a single account in a targeted, more personalized manner. Download our helpful guide to ABM.
There are factors that indicate how ready your organization is to adopt a successful ABM strategy, such as:
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