Account-based marketing (ABM) is a trending topic in B2B marketing, building in popularity over the past few years. In 2016, more than 70 percent of B2B companies had staff dedicated to ABM programs, compared to just 20 percent the previous year, according to a study by SiriusDecisions. In 2017, B2B marketers are looking to refine their approach, leverage new tools, and better focus their investment on critical key accounts.
The concept of ABM hinges on the convergence of Sales and Marketing — two historically divided sectors — working together to define key accounts and develop campaigns designed to engage target prospects. A successful ABM program involves building brand awareness, engaging target prospects and growing customer accounts, all in a highly targeted fashion.