Account-based marketing (ABM) is far from past its prime, but even winning strategies need to be revamped as the market continues to change.
Gathering intel on your targets’ buying journeys and how competitors are stacking up in their minds is essential to knowing where you stand. Focusing on specific accounts and the buyer’s journey is akin to fishing with a spear rather than casting a wider net like one would in lead-based marketing.
Lora Kratchounova discusses the benefits of this strategy in this article and where companies can start. The ability to identify priority opportunities, rather than regarding every opportunity as the same level of importance, is imperative to engaging your target audience. Read the article on CMSWire.
