By Sangram Vajre, sangramvajre
ABM is a buzzword. Admit it. But are real companies thinking about ABM as much as the thought leaders and vendors who are making all the noise? Well, the results are quite telling.
Account-based marketing provides a strategy for B2B companies that want to grow revenue by focusing on the best-fit prospects and customers. The key metric is revenue. For too long, the B2B marketing industry has considered lead generation the primary metric.