Note: This piece was co-authored with Rob Leavitt, senior vice president at ITSMA.
In the past few years, Account-Based Marketing (ABM) has grown as a category and really transformed the B2B marketing landscape. But its quick ascent to B2B stardom has left quite a few marketers confused about how best to incorporate it into their organizations.
In particular, marketers are struggling to understand exactly how to build out their ABM programs. Should they target a small handful of accounts or broaden their reach? What types of companies should they focus on? Enterprise? Mid-market? What about existing customers?
While there’s no universal, one-size-fits-all answer to these questions (a lot of it really depends on your organization, business goals and team), there are some guidelines B2B marketers can follow as they build out their strategies. In this article, we’ll flesh out three of the most common ones and lay the groundwork for the next wave of ABM: a personalized, blended ABM strategy that drives results for your organization.
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