Author: Mary Ade

The IT Services Marketing Association (ITSMA) defines ABM as “treating individual accounts as markets in their own right.” In “A Practitioner’s Guide to Account-Based Marketing,” authors, Bev Burgess and Dave Munn take it a step further. They define ABM as a “structured process for developing and implementing highly-customized marketing programs to strategic accounts, partners, or…

ABM is an outbound marketing tactic that thrives on creating meaningful relationships and conversations. It is extremely targeted at accounts likely to close and tailored through loads of research. This is different from the mass mailing approach of traditional outbound marketing. While ABM is not entirely new, it has gained renewed interest because of the…