Watch our webcast and learn how to boost the performance of your marketing initiatives with Account Based Marketing:
A long time ago, in a time known as “the 2000s,” marketers were obsessed with casting these super-wide nets in the hopes of pulling in as many leads as possible. As far as marketers were concerned, the more traffic they could send to their sites, the better.
Their underlying philosophy at the time: Attract enough fish into the net, and you were bound to have a few keepers in there somewhere. Over the years, however, an alternative philosophy began to evolve, one that gets rid of the net and replaces it with a spear.
Account-based marketing is a form of marketing that uses highly targeted, personalized campaigns to win over particular accounts. Rather than relying on blanket campaigns that are meant to appeal to an entire market, ABM treats “individual accounts as markets in their own right”
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