Account-Based Marketing: Much More Than a New Automation Trend

Abstract

There are a number of misconceptions circulating about account-based marketing (ABM). For example, there is a widespread view that ABM is a further step toward the almost complete automation of online marketing. This is only partly true: ABM is a joint marketing and sales strategy in which automated processes cover a large part of the numerous tasks, but only a part. Nevertheless, it remains a resource-intensive marketing concept that only makes sense for companies whose target accounts promise a sufficiently large ROI.