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Account-Based Marketing: Hype Or Hope For B2B Marketers In 2017

Account-Based Marketing: Hype Or Hope For B2B Marketers In 2017.

This article was originally written by John Ellet, CEO & Founder of nFusion and first appeared on Forbes. Few acronyms have been used more frequently in B2B marketing circles lately than Account-Based Marketing ABM . The approach of targeting specific accounts with tailored programs is not a new practice I was using basic ABM principles at Dell 25 years ago , but the development of new technologies and more sophisticated data management capabilities have made executing scalable ABM programs more practical.

And with the diminishing returns from inbound marketing programs, marketers are seeking new ways to contribute to the revenue pipeline. Jon Miller, former CMO of Marketo and founder of Engagio, an account-based platform that complements existing CRM solutions, believes, in some ways, I think we all got drunk on inbound marketing over the last eight or nine years.

He also thinks the infrastructure for scalable ABM has only recently developed. There are more scalable ways to do target accounts marketing than there existed before.

People have been doing it for a small number of the largest, most complicated named accounts for years. But ABM was held back because the time it took to research and to personalize wasn t ultimately scalable.


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