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Account-Based Marketing (ABM)
ABM is a model focused on identifying companies most likely to buy and aligning marketing resources against them.
Sales versus Marketing Teams
Marketing teams tend to focus on lead generation and MQLs (Marketing Qualified Leads), while sales teams spend more time seeking and closing opportunities through actual meetings. This disconnect between teams happens because priorities and objectives aren’t always aligned.
Why Account Based Marketing?
- ABM focuses on the best opportunities.
- It supports sales reality, e.g. actuals over ideas.
- ABM delivers customer centric experiences.
- It connects marketing to earnings.