Understanding the differences
There has always been a certain learning curve to implementing account based marketing. We typically work closely with our clients implementing it as a result.
The journey takes one of two routes – either targeting a small group of known accounts or a much larger group of unknown ones. Either makes sense depending on your marketing goals.
The next step always seems to happen though: the way marketers think about their market. The increased insight that comes from delivering an ABM programme leads to insight across campaigns and an increased understanding of the different segments.