Digital CMO Digest: Account-Based Marketing
ABM is no longer just a buzzword heard in the corridors of B2B marketing. It’s a strategy that more and more marketers are adopting to identify and target their most valuable accounts.
While ABM has been in practice for many years, its scope had remained limited. With the emergence of digital technologies, especially AI, businesses are now finding it possible to scale their ABM efforts to cover a larger number of accounts without compromising on personalization and other CX deliverables.
For this issue, we spoke with senior marketers across business verticals to get their perspective on ABM, understand what technologies are driving the practice and what they see as the future for the discipline.