Account-based marketing (ABM) is often compared to fishing with a spear rather than casting a net. This approach to winning new business and increasing the lifetime value of existing clients focuses budget and attention on key accounts that offer the highest potential for driving revenue growth.
With ABM, each key account is typically treated as a market of one. This means that the success of any ABM programme relies heavily on the ability of marketing, sales and other business units to manage effective relationship building and maintain high levels of account awareness.
In this article we look at:
- The key elements at the heart of a successful ABM strategy.
- How channel strategies need to evolve.
- Recommendations for maximising the success of your ABM programme.
