ABM Programs- Targeting Criteria (Part 2 in a Series)

ABM Insight #2 – Account Targeting Made Easy   First some quick context – I teach an Account Based Marketing workshop for the Direct Marketing Association. (www.dmanc.org) Often I’m asked to outline the basic approaches that companies can take in establishing their target accounts. So here’s a quick summary.   Three straight forward approaches to … Continued

ABM Programs – an Overview (Part 1 in a Series)

  ABM Insight 1: A clear perspective on ABM   Recently there have been a number of Account Based Marketing (ABM) definitions floating around the industry. Here is one that I like for its brevity. “A strategic go-to-market approach that orchestrates personalized marketing, sales and success efforts to land and expand named accounts” A few … Continued