Account-based marketing (ABM) is a marketing technique borne out of necessity. Since the 2000s, ABM has been around, but it’s seeing a rise in renewed interest lately. This is in direct correlation with the rise of marketing technologies like targeted display ads, marketing automation, or other digital tools that help make ABM much more effective.
ABM is primarily used by B2B companies to maximize their marketing efforts with their existing customer base—and is a technique that has continuously proven to be extremely effective. ABM offers organizations a significant return on investment (ROI) as they are faced with the need to acquire, retain, and grow high-value accounts.
This comprehensive Marketo’s guide includes checklists, worksheets, examples, tactics, and advice from over 12 industry thought leaders to help marketers at any level, from beginners to experts, build and implement an effective account-based marketing strategy for 2019.