Understanding Account Based Marketing
Understanding Account Based Marketing. Why is everyone suddenly talking about Account Based Marketing?
After all, it's hardly a new concept. The reason is that marketing automation technology is just catching up with it.
If you're a B2C marketer, then most of the time you're targeting individual human beings—whether in-store, on a billboard, or online. You want to engage with Jack or Jill and start them tumbling down the funnel.
For B2B marketers, matters have always been a little more complicated. Jack may be one member of a six person purchasing team.
Perhaps he's trapped in mid-management between an executive setting his budget and end-users grumbling about the products he buys. What's more, maybe next week Jack will have moved on to pastures new, to be replaced by Jill.
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