INTRODUCTION
It’s an exciting, albeit challenging time for marketers. As we market in the Engagement Economy—an era where everyone and everything is connected—new channels, strategies, and technologies have empowered us to engage our buyers like never before. At the same time, due to the abundance of information available, buyer expectations have increased and we are all fighting to garner attention and showcase our products and services.
Account-based marketing (ABM) is a strategic approach that organizations—from marketing to sales to customer support—are implementing to target and engage their audience and drive revenue across the business. Rather than marketing broadly across a large number of organizations, companies that employ an ABM strategy focus their resources on a targeted set of accounts and look to deliver strategic, orchestrated campaigns personalized to those accounts—whether they’re prospective or existing customers. While both