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Account-based marketing in professional services

Summary of the key takeaways and findings from our latest Leaders roundtable on implementing account-based marketing at a professional services organisation.

Overview

Account-based marketing (ABM) has grown from its origins in the enterprise technology space, so much so that it’s spilling into new industries, with marketers eager to also reap the lucrative benefits. When transferring ABM into a professional services business, marketers are bound to come across teething issues that need to be altered to fit this different industry. We sat down with a group of senior marketers in professional services to discuss the problems they’d stumbled across.

10 things we learned at this month’s Leaders roundtable on implementing account-based marketing at a professional services organisation.

A look inside