Account Based Marketing (ABM):  Proving an Effective ROI

Engaging with a small number of named target accounts can be an effective way to expand opportunities in strategic customers – and penetrate ‘look-alike’ targets in the same industry, or with very similar needs.

However, while Marketing is under pressure to execute ABM programmes, it’s not always clear whether expectations are realistic, what exactly the planned outcome is and even whether it can be measured. 

ITSMA, who invented the term ‘Account Based Marketing’ (ABM) back in 2003 have witnessed its evolution to a B2B marketing ‘silver bullet’ and the confusion often created by lack of clarity on what its goal is.

To enable sales and marketing alignment on this important issue, download our eBook.