An Introductory Guide to ABM
ABM is not a sprint; it’s a relay marathon. It is a long-term, account-focused strategy aligning marketing and sales teams on a solid foundation of shared goals.
What is ABM?
Account-based marketing (ABM) is a customer-centric strategy that requires sales and marketing teams to collaborate and efficiently focus resources on the most advantageous account opportunities. Together, these teams orchestrate personalized engagement with key buying influencers inside those accounts.
ABM is relevant for:
Though ABM can be used in most companies, it is best used when companies want to target high-value account sales, especially deals over $50,000. As ABM is a long-term game, it typically requires a company to have sales cycles spanning months rather than days. Moreover, ABM gives your company more bang for its buck with accounts that have high growth possibilities like renewals, upsells, or cross-sells into different departments.
In this e-book, you’ll learn:
- What ABM is – and why it’s getting so much attention
- Whether ABM is a close fit for your needs
- 5 steps to getting started
- Key success factors
“It’s simple: if you have high-value products and services requiring months of work from a buying team, it’s a smart idea to blend ABM into your marketing programs to be secure, efficient, and successful in the long run.”
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