Digital CMO Digest: Account-based marketing – Hi-tech edition
Summary
ABM today is sweeping across the B2B landscape and changing the way business is conducted. It’s quickly becoming mainstream as organizations realize the potential value that ABM can deliver.
Considering the emphasis that organizations place on ROI, the recent rise to prominence of ABM is hardly surprising. When done right, it has been shown to result in significantly higher ROI than traditional marketing methods. ABM’s more focused approach dictates that efforts and resources are spent only on converting the most valuable prospects; this means that there’s a better probability of success, and when it’s achieved, it pays off in a big way.
For this issue, we spoke with senior marketers in the hi-tech space to get their perspectives on ABM, understand what technologies are driving the practice and what they see as the future of the discipline.
