Account based marketing is all of the rage, and apparently for those deploying ABM, it is causing all kinds of rage.
Account based marketing is the selection of a group of target accounts and personalizing the marketing experience for them. It is B2B on steroids, set to a much more precise tune. Who wouldn’t want to carve off their top 20 percent of accounts or prospects and focus their attention there?
Well, as with most digital strategies, there are downsides. According to a recent study, AMB campaigns struggle in a few key areas.Account-Based Marketing