Best Practice Report

To Level Up Account-Based Marketing, Focus On The Right Opportunities

October 25th, 2021
Nicky Briggs, VP, Principal Analyst
Nicky Briggs VP, Principal Analyst
John Arnold, Principal Analyst
John Arnold Principal Analyst

Summary

Account-based marketing (ABM), once the shiny new object in B2B marketing, has now been around long enough to demonstrate the benefits of aligning with sales and customizing activities for specific target accounts. Today’s ABM practitioners, however, have encountered challenges because they continue to overlook the most important truth in B2B marketing: Accounts don’t buy, buying groups do. In this report, we explain how marketing teams can help ABM reach its full potential as a growth strategy by understanding the limitations of an account-only approach and making six important modifications to their ABM processes and supporting technologies.

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