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Traditional considerations of Account-Based Marketing (ABM) typically focused on managing existing accounts and expanding your reach into different business units or divisions of large enterprise accounts. Applications outside the install base are rapidly gaining traction, however, with analyst firms and technologies being developed around a more inclusive Account-Based approach designed to strengthen marketing’s ability to improve traction and increase reach into their target account lists.
But what happens in a B2B marketing organization when the strategy and tactics shift from titles and departments to accounts and companies? A more natural alignment with sales, for one thing… as they have long known that the most active and engaged individual typically fails to buy when they are representing a company that just doesn’t share anything in common with their existing clients. Casting a narrower net and focusing on serving the needs of the buyers at the accounts that are most likely to buy are at the heart of the new ABM movement.