Account-based marketing (ABM) isnt a new concept in B2B. So why are marketers still debating the ABCs of ABM?
There are two main reasons:
1. No two ABM programs look alike. ABM is a targeted approach to B2B marketing and sales, meaning most programs are highly customized.
2. Were always tinkering. ABM isnt a one-and-done B2B marketing and sales strategy. It requires constant experimentation and upkeep around target lists, outreach, messaging, and more.