Party planning is a great way to think about account-based marketing (ABM). When you invite people to a party, no matter the size, you make an effort to provide something for everyone: food and drink options, fun activities that everyone can participate in. And you’ll even plan who sits at which table.
ABM is about deciding who you want to invite to the party and catering to their needs to make sure they are happy. This isn’t really a new concept and, based on many surveys, an overwhelming number of B2B marketers are either already using ABM or plan to use it in the next year.
What’s different this time? Technology.
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Author: Jeffrey L. Cohen