Most CEOs of Business-2-Business (B2B) companies have heard about Account-Based Marketing (ABM). The allure is strong: reduce waste by targeting a precise list of target accounts, exponentially growing revenue with great ROI on marketing spend. Yet, in reality, ABM programs often fail, usually due to a lack of clarity about what ABM is and how to execute it successfully. The confusion is largely caused by different vendors touting their solutions as the best approach to ABM.
