Purists vs pragmatists: What is ABM’s role in the strategic mix?
As account based marketing (ABM) gains traction among B2B giants like PwC and Thomson Reuters, how can it best be used to increase marketers’ strategic reach?
According to Marketing Week’s exclusive State of B2B Marketing research, most of the 600 B2B marketers surveyed (85%) consider nurturing individual accounts and customer relationships to be crucial.
While some marketers use account based marketing (ABM) primarily for deepening existing client relationships, others deploy it across both account nurturing and new business development. The key question is, how can ABM be integrated effectively to increase marketers’ strategic impact?
Jon Lombardo, co-founder of artificial intelligence powered marketing tool Evidenza AI and former global head of research at LinkedIn’s B2B Institute, believes ABM offers a practical benefit as it can build confidence by bringing sales and marketing closer together. However, he is concerned account based strategies risk reinforcing dangerous misconceptions that marketing is subservient to sales.
