The Beginner's Handbook To Account-Based Marketing - Vainu
The Beginner’sHandbook toAccount-BasedMarketingA guide to using company insightsto land your biggest deals.
ContentsIntroduction3Why is ABM important for B2B companies?5Getting started with account-based marketing9Practical steps for implementing ABM20Q & A with Helen Ltd.30Using Company Information in ABM33Insight-driven segmentation41Q & A with Advian45The best tools for account-based marketing49Wrap up and next steps542
IntroductionIt’s nothing new, but it’srevolutionary nonetheless.Theultimate idea behind accountbased marketing (ABM) is as oldas business-to-business: dedicatemost of your resources to entertainand educate the accounts with thehighest revenue potential.So, why is everybody talking aboutABM now?All of a sudden, the surge of marketingand sales technology has pushedforward the development andimplementation of ABM at a scale.Thanks to technology, marketers cannow concentrate on acquiring specifichigh-value customers, basing thetargeting and marketing message onan account’s particular attributes.And, most importantly, they can dothat at scale, managing any numberof accounts, from just a handful tohundreds at any given time.INTRODUCTIONEfficiency drives ABM, but what truly makesthis strategy powerful is relevance andresonance. Rather than aiming to generatetons of leads and chasing them, ABM proscreate a personalized pitch that speaksdirectly to an individual prospect’s painpoints. Think of Moby Dick. Traditionalinbound marketing is fishing tuna with awide net, whereas ABM is hunting the greatbig whale with a harpoon.Because it is a hyper-targeted strategy,ABM demands insights on the targetaccounts, insights that inform highlypersonalized tactics that combine contentmarketing, lead nurturing, marketingautomation, social media, email, andadvertising. The lack of the right setupand data to draw insights is why manymarketers see the discipline as a dark art.Without insights, without data, ABM is ashot in the dark.This eBook will take you through the insand outs of ABM, showing you the rightsetup for B2B organizations and how togenerate insights to land the biggest, mostimportant deals.As you’ll see, ABM is complex yetpowerful. Learn to deploy it intelligently,and you’ll have a nuclear weapon in yourarsenal that will outperform every otherdemand generation strategy in yourcompany.Let’s jump on the ABM train.Traditional inbound marketing is fishing tuna with awide net, whereas ABM is hunting the great big whalewith a harpoon.3
Part 1Why is account-basedmarketing important forB2B companies?In a nutshell. believe the hype!
Why is ABM important for B2B companies?The fundamentals of ABM don’tdiffer much from the traditionalmarketing toolkit: sales andmarketing collaboration, tailored andpersonalized content, and a widerange of channels. If there isn’t somuch difference, why all this hype?The popularity of ABM stems from theability of effectively combining datadriven insights, technology, and creativityto deliver an incredibly personalizedmarketing message. The secret sauceis specificity. As such, ABM is a sciencebased strategy rather than a tactic thatdepends on luck. ABM practitionersspeak directly to significant pain points ofindividual accounts. In an age where B2Bbuyers are very well informed and enterthe funnel at any stage, such specificityopens many doors.Specificity is also what makes ABMideal for B2B companies. In enterprisedeals, there are multiple stakeholdersinvolved in the decision-making process.ABM acknowledges the differentpeople within one particular accountand enables marketers and sellers tocustomize their messaging to take intoaccount all the different perspectives. Forinstance, if you’re selling social mediamanagement software, you won’t win overan IT manager, a CFO, and a marketingprofessional with the same messaging. Onaverage, 5.4 people now have to formallysign off on each purchase, and your salesprocess must cover every single angle.That’s why in the B2B world it’s hard toresist the appeal of ABM tactics. A welloiled ABM machine guarantees salesand marketing work together and havethe company information they need to berelevant in the sales process. Traditionally,marketing appeals to the masses andthen nurtures potential buyers. ABMflips that funnel. It firsts identifies a verysmall target audience and then servesrelevant, helpful content that might not beinteresting to anyone else.PART 1: WHY IS ABM IMPORTANT FOR B2B COMPANIES?Whether you’re a Sales Director or aMarketing Manager, it’s a dream scenario.If you work in sales, you don’t waste timeon leads that are not ready to buy, and ifyou’re in marketing, you can deliver yourcontent to people genuinely interested inwhat you have to say.Account-based marketing,definedAccount-based marketing (ABM) is amarketing method that concentrates onacquiring specific high-value customers withhighly targeted, personalized campaigns,basing the targeting and marketing messageon particular attributes of an account.5
5 Reasons to Develop an ABMStrategyWhen you look at the benefits, thereare few reasons not to develop an ABMstrategy.12345EfficiencyBetter leads, less waste1. Efficiency — Better leads, less waste3. Sales and marketing alignment — MoreBy its very own nature, ABM strives forefficiency and aims at finding qualityleads, rather than a large number ofleads. With such narrow focus, marketersand salespeople can make better use oftheir time and resources to the best-fitaccounts. Why spend time and moneyon prospects who might never be in theposition of buying your product?collaboration, fewer silosKnowledge2. Knowledge — Quality leads, betterQuality leads, better conversionsconversionsSmarketingMore collaboration, fewer silosBetter resultsHigher return on investmentClients like itRelevance and resonanceSince ABM professionals focus on asmaller number of leads, they can digdeep on the prospects’ characteristics andmotivations, allowing the use of extremepersonalization. By the time the salesteam comes into play, prospects havealready been exposed to very relevantmaterials and are much more likely toconvert. The insights and knowledgeyou can gather empower you to makeinformed decisions in every step of thesales process.PART 1: WHY IS ABM IMPORTANT FOR B2B COMPANIES?It’s a painful truth. More often thannot, sales and marketing teams don’tget along. “I’m frustrated by the qualityof the leads,” says the sales rep. “Youdon’t follow our strategy,” replies themarketing pro. Despite pursuing commonobjectives, different perspectives easilylead to conflict. Luckily, due to the focuson accounts, instead of markets orindustries, ABM helps to build a bridgeand organically leads to an incrediblealignment between sales and marketing.Both teams must work closely togetherto identify target accounts, developmessaging and outreach tactics, andmonitor the campaign’s progress. It’sworking: Bizible’s 2017 State of Pipelinereport found “that marketers doing 50% ormore ABM see strong alignment with theirsales teams.”4. Better results — Higher return on investmentBecause ABM concentrates mostresources on the highest-value6
prospective customers possible, thereturn is likely to be higher compared toother more traditional tactics. A studyfrom the Information Technology ServicesMarketing Association showed that “84%of companies surveyed said accountbased marketing delivers higher ROI thanother types of marketing.”5. Clients like it — Relevance and resonanceABM is highly personalized, and buyerslike personalized experiences. Thanks topersonalized messages, you can create adirect connection and conversation withyour prospects, addressing their needswithout being intrusive.The most common pitfall withaccount-based marketingAccount-based marketing is a strategythat uses data to create lists of targetaccounts. Not enough data points—or toomany of them—can ruin an ABM campaignbefore it takes off.Knowing how to choose the targetaccount is undoubtedly a significantchallenge. A poorly executed ABMprogram will leave it to marketers as ABMis often seen as one more marketingtactic. When marketers pick the list oftarget accounts in isolation, they mightnot have access to all the necessary dataon the accounts. Often, they just rely ontheir most used tool, such as a marketingautomation platform. The opposite case—an abundance of data— is also typical. ACRM full of unstructured and old data canleave marketers overwhelmed with datapoints and noise.For an ABM strategy to work, salesand marketing have to be aligned. Forboth departments to work in sync, it’simportant they share goals, terminology,and have a crystal-clear understandingof the company’s ideal customers. Moreimportantly, data integration throughshared tech stack will glue the functionstogether. Don’t forget to establish anexplicit sales and marketing service levelPART 1: WHY IS ABM IMPORTANT FOR B2B COMPANIES?agreement ahead of time to avoid issuesdown the line.Such a setup paves the way for targetedmarketing campaigns and tactics likeABM. Let’s see next how to executethem.Pro tip: Marketers shouldn’t pick accountlists in isolation. ABM is a company-widestrategy that starts with sales and marketingworking in sync.7
Part 2Getting started withaccount-based marketingThis isrules:setup,I tell youand yourI will techshowstack,you. and align yourHowto whybuildABMthe rightchoosesales and marketing around common goals.
Getting started with account-based marketingProceed with caution. Accountbased marketing is a strategy thatrequires a significant investment inresources, technology, headcount,and budget. Before you dip yourtoe in the ABM waters, you want toprepare a solid action plan.ABM efforts take time, too. It’s not astrategy for quick wins. Instead, you needto prepare well in advance and make sureyou have the correct setup and executivecommitment for a long-distance race.Let’s walk through the first decisions youneed to make before you start.Define your objectives andmetricsThe first thing you need to do is to agreeon the overarching objective of your ABMprogram. Are you looking to increaseaverage revenue per customer? Or, do youwant to deliver a higher number of newbusiness face-to-face meetings? YourPART 2: GETTING STARTED WITH ABMultimate objective will inform the type ofABM and plays you’ll execute.Once you’ve set your objectitve, select themetrics, KPIs, and benchmarks to measureyour success against. ABM may or maynot replace current marketing processes. Ifyou’re getting started, an ABM program willlikely run in parallel with traditional demandgeneration tactics. It will need, however,separate goals and metrics.By definition, ABM focuses on keyaccounts, so you need to measure resultswith an account-centric lens. Contraryto traditional lead generation tactics,marketing’s goal won’t be to generateas many leads as possible. Instead, theteam needs to focus on creating influencewith the people that matter. As a result,middle-of-the-funnel metrics are key toABM. By tracking how the right peopleat target accounts engage with yourcontent and campaigns, you will have aquantifiable way of showing progress.Focus on engagement metrics, likevisits and email opens by account. Alsokeep watch of journey analytics to trackprogress toward intended outcomes.Because ABM is a long-term strategy,your day-to-day analytics should answerone pivotal question: Are we deepeningrelationships with our target accounts?Only by continuously measuring accountpenetration, you’ll be able to react andchange the course of an ABM programbefore it’s too late.Pro tip: Focus on engagement metrics. ABMis a long-term strategy, so your day-to-dayanalytics should answer the question: Am Ideepening relationships with target accounts?9
The three types of ABMHere’s a breakdown:One of the biggest advantages of ABMis its scalability. Originally, ABM was away of building in-depth marketing plansfor a handlful of key accounts. Thanksto technology, it is now possible to applythe same tactics to reach hundreds, eventhousands of accounts. The objectiveis the same: building relationships withtarget accounts through integrated salesand marketing activities that resonate,and are, therefore, welcome.Strategic ABM. This is the original ABMmethodology. It aims at establishingone-to-one conversations with thelargest accounts on individual basis.These accounts get completely bespokemarketing, so strategic ABM requiressignificant investment to enable one-toone attention, including deep research,personalized content and dedicatedprograms. This approach is extremelyresource-intensive and requires significantinvestment to the extent that a dedicated,senior-level marketer may work directlywith just a handful (less than five) ofstrategic accounts with the highestrevenue potential, generally at least 1M ayear and as high as 1B .Once scaling ABM activities becamepossible, three distinct types of ABMemerged. The spectrum ranges fromtruly one-to-one conversations with thelargest accounts on an individual basis,to programmatic ABM with hundreds oflower-value accounts.As such, each style takes a differentapproach to the coverage and activitiesfor new and existing accounts, and eachrequires a certain level of investment.PART 2: GETTING STARTED WITH ABMABM Lite. This is a one-to-few modelthat targets a wider group of tier twoaccounts, usually in the 100K to 1Mannual potential range. While it doesn’trequire completely bespoke marketing,this approach focuses on small clustersThe spectrum of ABMranges from truly one-toone conversations withthe largest accounts, toprogrammatic ABM withhundreds of lower-valueaccounts.of accounts with similar characteristics.There can be around 80 accounts andeach cluster typically containing about 20accounts. In this model, success greatlydepends on the correct segmentation ofall target accounts.Programmatic ABM. This one-tomany approach relies on technology toautomate many ABM-inspired tactics and10
Which type of ABM is right for you?PART 2: GETTING STARTED WITH ABM11
personalize outreach. Each account isgenerally worth less than 100K per year,and a company can have hundreds atany given time. This model, mostly basedon online activities, is typically used topenetrate new accounts and boost salesand marketing alignment around a list ofaccounts. That’s why, in theory, one singlemarketer can simultenously managehundreds of accounts.These three types of ABM don’t excludeeach other. Which approach you choosedepends on your available resources andthe accounts you decide to prioritize.Ultimately, you can also employ multipleapproaches at once, opting for one-to-onetactics to grow existing accounts, anda one-to-many model for new businessdevelopment. Such a strategy is ideal forcompanies trying to move upmarket.PART 2: GETTING STARTED WITH ABMStrategic ABMOne-to-oneABM LiteOne-to-fewProgrammatic ABMOne-to-manyReserved for few strategicaccountsFocuses on small groupsof accounts with similarcharacteristics.Wide-reaching, hundreds ofaccounts at any given timeFully customizedmarketing plansHigh level of personalizationLight personalizationThought leadershipRelationship developmentUses technology and automationto customize outreachRelationship developmentTargeted digital adsTargeted digital adsEmail marketingEmail marketingEmail marketingIn-person eventsIn-person eventsWebinars12
“97% of marketerssurveyed said ABM hadhigher ROI than othermarketing activities”— Alterra Group
Pick your toolsIn theory, you can run ABM plays with verylittle technology. It doesn’t take much towine and dine your key accounts, right?The reality is that if you want to scale yourprogram beyond a few accounts, you can’tescape technology. Also, as you narrowdown your audience to even smallergroups, you have to take personalization tothe next level. Without the right tech stack,finding your target accounts, drawinginsights and delivering your messaging ina scalable way is an uphill battle.Take time choosing your tech stack.Jumping the gun and setting up the wrongtools can quickly leave you in ABM limbo,so make sure you have these six must-havetech-categories: Account Intelligence—to capitalize onprospects’ data and generate valuableinsights.Lead and contact data automation—tocraft tailor-made buying journeys.PART 2: GETTING STARTED WITH ABM Integration with other systems—toautomate and streamline your salesprocess.CRM system—to gather contact dataand have visibility on your accounts.Marketing automation and ABMsolutions—to orchestrate plays anddeliver content.Analytics and reporting—to understandthe impact of your ABM tactics.With so many options in the market,selecting your sales and marketingtechnology stack can be a daunting task.For seamless alignment, no team shouldchoose software in isolation. The designof a tech stack should be a company-wideeffort to ensure the different systems“talk” to each other, instead of justserving the needs of a single department.When software is integrated, data canautomatically be synced and all teamshave a complete picture of all the targetaccounts.How to build your tech stackHere’s an overview of the different toolsyou want to tinker with when readying yourcompany for account-based marketing.Start with the essentials. That’s your CRMplatform (to gather your contact data) andyour marketing automation platform (for listbuilding and content delivery). Most likely,you already have these tools in place.Next, you want to integrate with data andinsights tools. With a data enrichmentprocess in place, you’ll have additional datapoints for a more accurate target accountsselections. A subcategory of this is thirdparty intent data. Such technology can helpyou identify which accounts might be activelyresearch particular solutions. They’re vital forestablishing the right timing to reach out.Many of these tools are useful for traditionalsales and marketing activities. Additionally,there are comprehensive ABM solutionsused to manage account-based interactions,orchestrate plays, and execute the differentaspects of an ABM program.Finally, ensure the tools you choosehave robust measurement and analyticscapabilities to track your progress.14
Align sales and marketing teamsSales and marketing alignment is botha requirement and a consequence ofaccount-based marketing that works.That’s because ABM is a team effort. Notjust a marketing initiative, but a companystrategy.ABM encourages teams to makeplans together and focus on the sameaccounts following clear and agreed uponcriteria. The following activities will drivealignment and collaboration: Establish an ABM leadership team.Senior sales and marketing executivesshould agree on the planning andexecution of ABM, committing to worktogether and pursue shared goals. Theleadership signs off the target lists andcontent that will be covered.Create an aligned terminology.Clarifying key terms will boostcommunication between departments.A daily communication betweenPART 2: GETTING STARTED WITH ABM87% of sales and marketing leaders saycollaboration between sales andmarketing enables critical growth.85% of marketers with an SLA think theirmarketing strategy is effective.(HubSpot, 2020)(LinkedIn, 2020)62%of marketers say they can measure apositive impact since adopting ABM.60%of sales and marketing professionalsbelieve misalignment could damagefinancial performance.(LinkedIn, 2020)(LinkedIn, 2020)15
sales and marketing is imperative forsuccessful ABM.Defined shared metrics between thesales and marketing team. ABM isa long-term strategy, so metrics thatshow incremental progress alongthe way are as important as a simplerevenue number. Acting on the samekey metrics will drive alignment.Integrate your sales and marketingsoftware for data alignment. When thesystems that sales and marketing areusing can “talk” to each other, data canautomatically be synced between them.When software is integrated, all teamshave a complete picture of the buyerlifecycle, from visitor to customer, at alltimesProceed all communication from data.ABM is a data-driven strategy, so datacan be the glue that keeps sales andmarketing efforts together.Sign a service level agreement. An SLAbetween sales and marketing serves toclear up confusion and solidify the rolesof each department.PART 2: GETTING STARTED WITH ABMWhat to include in a sales and marketing SLAYour sales and marketing SLA is the peace plan between your sales and marketingdepartments. To maximize accountability and empowerment, it is best to define the SLA in ajoint meeting between the two.In your sales and marketing SLA, both departments commit to supporting each other, based onconcrete numerical goals.»Marketing SLA defines the expectations sales has for marketing with regards to leadvolume and quality.»The sales SLA defines the expectations that marketing has for sales on how deeply andactively sales will process each marketing qualified lead.You might not want to think about it, but there should always be formal consequences when agoal isn’t met as part of an SLA. It doesn’t have to be dramatic. By having clear decisions for a)who’s in charge of making sure each department’s goals are met, and b) if you include a formof compensation to one party when the other doesn’t meet their agreed-upon goals in yourwritten SLA, you can avoid fights between the two groups down the road.16
ABM GlossaryAccount-based marketing introduces new ways ofworking for salespeople and marketers alike. Newprocesses also bring a different terminology and jargon,so let’s quickly review the essential ABM terms.Account: A synonym for a company, firm and organization. Anyof these can be used to avoid repetition.Account Research: Thorough investigation of a company withthe end goal of surfacing account insights that justify outreachand form a basis for solving the customer’s problem. Accountresearch is a crucial part of any prospecting process beforeoutreach and meeting.Account Lifecycle: The account lifecycle is the ABM equivalentof the customer lifecycle. It takes into consideration the entirebuying committee rather than individual people. It includes threeoverarching phases: acquisition, acceleration, and expansion.Account-Based Marketing: A marketing method thatconcentrates on acquiring specific high-value customers withhighly targeted, personalized campaigns, basing the targetingand marketing message on particular attributes of an account.Company Attributes: Basic information on companies, e.g.business ID, business entity, company name.CHAPTER TITLECompany Changes: Changes that happen in a company, e.g. newfinancial statement, appointment of a CEO.Company Data: Simply facts or figures—unprocessed bits ofinformation, that describe a company’s characteristics, interests,and tendencies. When company data is processed, interpreted,organized, structured or presented so as to make it meaningful oruseful, it is called information. Information provides context fordata.Company Information: External data about companies which hasbeen processed, interpreted, organized, structured or presented.Information provides context for data. Subcategories of companyinformation are firmographics, technographics, companychanges and, intent data.Contact: Any person who interacts with your business and whoseinformation is saved in your CRM.Ideal Customer Profile: A (data-driven) definition of a companythat is most likely to convert, will get the most returns from yourproduct, and will yield high lifetime value.Intent Data: (Web) behavioral data about prospects (eithercontacts or accounts) actively researching products orservices. Intent data is rarely used alone, but instead often17
paired with firmographic, technographic, and other companyinformation which narrows the list of accounts to just thosethat are a good fit.Lead and Account Scoring: With lead scoring, you can attachvalues to each of your leads based on their company information,contact information and the behavior they’ve exhibited on yourwebsite. This can be used in marketing to qualify leads whena certain lead score it reached. Account scoring is the ABMequivalent.Marketing Automation: This term refers to the tools, processesand technologies that help execute marketing tasks in a morestreamlined and scalable way, enhancing the productivity ofyour team. Marketing automation helps with lead generation,nurturing, and scoring, as well as with measuring overall ROI oncampaigns.Marketing Qualified Account: This is the ABM version of amarketing qualified lead. An MQA is an account that’s showna high enough level of engagement to indicate it is salesready.Sales Intelligence: Technologies for the collection, analysis, andpresentation of information that helps salespeople find, monitorand understand data that provides insights into prospects’ andexisting clients’ daily business.Smarketing: The process of integrating the sales and marketingprocesses of a business. The objective is 100 percent sales andmarketing alignment, so they work together to achieve commongoals with the aim of increasing revenue.Sales Velocity: A measurement of how quickly deals movethrough your pipeline and generate revenue. This equation usesfour metrics: number of opportunities, average deal value, winrate, and length of sales cycle.Technologies: Refers to insights on a company’s currenttechnology choices such as marketing automation platform andsocial media channels. Also know as technographics.Trigger Event: Any change in a company datapoint or mentionin any document can act as a trigger event that leads to anautomated action in a workflow.Play: A defined set of steps that marketing and sales will dowhen an account does a specific action.CHAPTER TITLE18
Part 3Practical steps forimplementing ABMEverything you need to do to run an ABM program.
Practical steps for implementing ABMABM is a major change in the waysales and marketing teams work.Once you get started, many habitsand assumptions will go out thewindow. Ready?resources by focusing them on theaccounts most likely to become yourbiggest customers. Get it wrong, and you’llmiss out on deals you could have won, andyou’ll waste efforts on a poor fit.The strategy demands that you invest aconsiderable amount of time and moneyinto a few accounts, so you can’t afford tostart on the wrong foot.Remember what we said about ABMbeing a team effort? Marketersshouldn’t pick accounts in isolation.In fact, account selection is the firststep towards the alignment of salesand marketing resources. ABM is acollaborative effort between differentparts of your organization, and that’s whysales and marketing need to get togetherto segment and prioritize the accounts.In the following pages, you’ll learn thedifferent steps to launch an ABM programfor the very first time.1) Find the target accounts thatfit your ICPThe whole point of ABM is to targetthe accounts with the highest revenuepotential. That’s why proper accountselection is the single most importantstep in any ABM program. Get it right, andyou’ll optimize your sales and marketingFinding accounts that match your ICP,and therefore, ideal candidates for ABMcampaigns, requires a deep dive intodifferent data sources that will helpgenerate insights to pick accounts and setthem in tiers.Data sources to build targetaccounts lists FirmographicsEffective prioritization requires a morestructured approach—ignore your gutfeeling. Companies with a clearly definedideal customer profile (ICP) have donemuch of the grunt work to find targetaccounts for an ABM program. Highpotential opportunities will match yourideal customer profile.PART 3: PRACTICAL STEPS FOR IMPLEMENTING ABM Technographics Engagement data Intent data20
2) Identify peopleYes, it’s account-based marketing, butit’s people—the stakeholders at thosecompanies—who receive your mesagesand make decisions at the end of the day.A carefully crafted target list is worth littleif you can’t identify and grow the numberof contacts per account.In enterprise deals, there are multiplestakeholders involved in the decisionmaking process. Your ABM programmust acknowledge the different peoplewithin one particular account to enablemarketers and sellers to customize theirmessaging, taking into account all thedifferent perspectives.Before you initiate any ABM play, you’llneed: A list of the most common job titles youshould be targeting within your targetaccounts. These titles will be the sameas your buyer personas. The names of the contact to target aswell as their contact data.Where to enrich your contact dataThere are many sources of contact data,such as: Your existing contact database. Thisdata, living in your CRM, you shouldtypically get from your lead generationforms when someone is converting onyour website.Purchased lists. This is a quick wayto grow your contact database, but itsreliability might be questionable.Manual research. Time-consuming yeteffective, scouring the web, includingsocial media and media sites, can helpyou source contact data.Events. Typically, trade shows,conferences, and events are greatopportunities to curate a list ofprospects.Your ABM programmust acknowledge thedifferent people withinone particular accountto enable marketers andsellers to customize theirmessaging, taking intoaccount all the differentperspectives.All those methods are valid to bringnew leads, but they are not withoutPART 3: PRACTICAL STEPS FOR IMPLEMENTING ABM21
problems. Right off the bat, none of theselead generation processes solve oneof the biggest obstacles to the correctdevelopment of an ABM program: lead-toaccount matching. You might have dozensof people in your database that work atyour target accounts, but no way of linkingtheir activity to the right company.What is data enrichment?To solve this problem, additional externaldata from a sales intelligence tool will beuseful.as firmographics and technographics, it ispossible to identify two people who belongto the same company.Lead-to-account matchingThe process can continuou
Account-based marketing, defined Account-based marketing (ABM) is a marketing method that concentrates on acquiring specific high-value customers with highly targeted, personalized campaigns, basing the targeting and marketing message on particular attributes of an account. Whether you're a Sales Director or a Marketing Manager, it's a .
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