Kathryn Lummis

When marketing budgets are lucky to make it to the end of the year intact, it can be tempting to focus that precious pot of money on shorter-term tactics, the instant and immediate performance marketing that’s easily measured and justifiable. But when you’re being evaluated against revenue and profits, not click-through rates, the evidence for focusing on brand building becomes harder to ignore. Buyers in the B2B tech space are busy people who are blitzed by marketing messages.

As a B2B deep tech business, imagine being able to target only the best-fit and highest-value prospects without wasting time and resources on anonymous or unqualified leads. This is where account-based marketing (ABM) comes into play, as it’s no longer about how great our products or solutions are; it’s about how we respond to our customers’ unique challenges.

As a B2B deep tech business, imagine being able to target only the best-fit and highest-value prospects without wasting time and resources on anonymous or unqualified leads. This is where account-based marketing (ABM) comes into play, as it’s no longer about how great our products or solutions are; it’s about how we respond to our customers’ unique challenges. What is account-based marketing (ABM)?