What is “ABM Done Right”?
Over the past year, many B2B marketers are pursuing Account-Based Marketing (ABM) programs to drive more demand. These marketers realize that traditional lead-based marketing has not been tightly aligned with the goals of their sales teams. They find that Sales needs help penetrating and closing deals across a defined universe of target accounts. While much of the conversation in the industry to-date has been about explaining ABM and its value, we at Kwanzoo believe it’s time to move the conversation beyond ABM to “ABM Done Right”.
Why Does “ABM Done Right” Matter?
We believe that it is not enough to simply pursue ABM as the newest marketing approach that’s en vogue or “cool” today. The only way an ABM program will experience sustained use and continued growth at B2B companies is if it delivers results–and delivers them early. Continue reading