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If All Sales is Account Based, Why Isn't All of Marketing?

"There's nothing new under the sun," wrote the sage nearly 25 centuries ago, and it still holds true for B2B marketers today.

Despite the current hype, account-based marketing is nothing new. Whether it's called company targeting or ABM, account-based marketing has been part of the B2B marketer's toolkit for more than 20 years.

What has changed is how it's done. Driven by gains in technology, reporting and data verification, ABM has surged into the mainstream.

According to SiriusDecisions research, 87% of B2B companies say ABM has become extremely or very important to their overall marketing efforts. Suddenly, a practice traditionally used by sales is driving the marketing plan.

However, even as they recognize its importance, most B2B marketers haven't made the investment in ABM. More than half of B2B marketers do not have an ABM solution in place, according to a Chief Marketer study. For those that do have one, according to a similar study by Demand Gen Report (DGR), the majority have only been doing it for a year or less.

But the times they are a-changin'.

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