Account Based Marketing

Anywhere you find both a B2B sales team and a marketing team, there should be an ABM program. I could fill the ethers with reasons why, but my favorite reason of all is that it bridges the gap between sales and marketing, creating alignment and shared goals. 

If you have been in the B2B world very long, you know of the age old “sales vs marketing” friction. Personally, I have always worked very hard to build strong relationships with sales, but it wasn’t until ABM really started evolving that I found the ideal method to work with sales. 

I won’t share my full playbook here, but in short, when marketers build campaigns specifically targeting the accounts that sales is working to close, things really start to click and magic happens. This is because sales can feel the support from marketing and they begin working as a unified team, rather than two siloed departments trying to reach their own KPIs and bonus metrics. 

It all comes down to revenue. One goal. One team.

You win together or your lose together.

I have many examples to share about ABM campaigns that were hyper targeted on the sales team’s accounts, but here is just one of the ones I really enjoyed.

ABM Campaign Gallery