Strategic Account-Based Marketing: How to Tame This Beast

Andy Bacon ()
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Andy Bacon: Bridge Associates

Chapter 17 in B2B Marketing, 2021, pp 419-435 from Springer

Abstract: Abstract In recent years ABM has been the hottest topic for many Enterprise CMO’s with 93% saying it is either extremely or very important to future marketing plans. Since this report by Sirius Decisions in 2017, ABM has continued to dominate the global B2B Marketing industry, with few signs of slowing. Investment in ABM continues to take an increasing share of marketing investment. It is widely believed that ABM has become synonymous with best practice B2B marketing (right message, to the right people at the right time), and rather than a discrete budget line item, it now forms the umbrella go-to-market strategy. With all businesses seeking to optimize return on marketing investment, the clear evidence that a well-executed ABM strategy delivers significantly better results than many other activities inevitably makes adoption so compelling. In this chapter, we will define ABM, why it is different from conventional demand generation, the three breeds of ABM, and a best practice guide to successful implementation.

Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-030-54292-4_17

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DOI: 10.1007/978-3-030-54292-4_17

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