Time to get personal with account-based marketing

Account-based marketing is being touted as the latest technique marketers should be adopting. Emma Louise Parkes investigates its benefits and challenges

Unless you’ve been too busy bombarding your prospects and customers with generic messages, you’ll have noticed account-based marketing is currently getting a lot of attention.

Often referred to as ABM, account-based marketing is becoming a key technique for B2B marketers looking to adopt a more sustainable approach to nurturing prospects and clients. It is a marketing technique that encourages businesses to strengthen their relationships with the customers they value the most by having a very comprehensive understanding of what the client is about and how they work. This improves the package a marketer is offering a client, and will help deliver a clearer path for profitable return.