Account-Based Marketing: Much More Than a New Automation Trend

Torsten Herrmann ()
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Torsten Herrmann: chain relations

A chapter in Marketing and Sales Automation, 2023, pp 177-187 from Springer

Abstract: Abstract There are a number of misconceptions circulating about account-based marketing (ABM). For example, there is a widespread view that ABM is a further step toward the almost complete automation of online marketing. This is only partly true: ABM is a joint marketing and sales strategy in which automated processes cover a large part of the numerous tasks, but only a part. Nevertheless, it remains a resource-intensive marketing concept that only makes sense for companies whose target accounts promise a sufficiently large ROI.

Date: 2023
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Persistent link: https://EconPapers.repec.org/RePEc:spr:mgmchp:978-3-031-20040-3_11

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DOI: 10.1007/978-3-031-20040-3_11

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