I've witnessed many evolutions in marketing best practices, from the rise of digital and social media marketing to automation technologies replacing human tasks. And now there's a new trend that is starting to take off called Account Based Marketing (ABM), and it has the potential to change everything for B2B professionals.
Most B2B marketing campaigns have traditionally been designed to support the B2B sales team, which includes building all internal collateral materials and performing both inbound “pull” marketing and outbound “push” marketing efforts. The goal has always been to make everyone and anyone that could be interested in your product or service aware of your company. The problem is not all companies in an industry are created equal. You may need to better focus on companies of a certain revenue size that can afford your product or service, or others within a certain geographic region. Otherwise, there may be a lot of wasted effort and spending.
Read the rest of this post in Entrepreneur, which I guest authored this week.
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