According to TechTarget1, Account-based marketing (ABM) is a business-to-business (B2B) strategy that focuses sales and marketing resources on targeted accounts within a specific market. Instead of broad-reaching marketing campaigns that touch the largest possible number of prospective customers, an ABM strategy focuses resources...
One of the most difficult exercises for a salesperson who wants to be more proficient, with the help of Marketing, in outbound prospecting to build meeting and new opportunities, is to be able to create unique target account value propositions.
It's presumed that once we learn new techniques or process, where many are delivered over a short time span, we simply deploy them, mostly on our own, into our respective named accounts or territories.
It makes no sense that professional marketing departments within our Enterprises are tasked to send out volumes of campaigns and messages using Account-Based Marketing (ABM) with the promise of delivering the grail: stronger and better qualified leads, from 1:1 marketing.