ABM_Oracle
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A brief history of<br />
account-based marketing<br />
While the term “account-based marketing”<br />
has been around for over a decade, interest<br />
in <strong>ABM</strong> has reached an all-time high in<br />
the past few years. For those not familiar,<br />
account-based marketing refers to B2B<br />
marketing strategies that consider individual<br />
accounts and communicates with each one<br />
in a specific manner.<br />
The increasing interest in <strong>ABM</strong> is closely<br />
tied to the larger trend toward more<br />
targeted and personalized marketing. In<br />
B2C, this is referred to as one-to-one or<br />
people-based marketing. In B2B, targeting<br />
and personalization is often done at the<br />
account level. The rise of <strong>ABM</strong> empowers<br />
B2B marketers to take a more data-driven,<br />
customer-centric approach to their marketing<br />
than ever before.<br />
The rise of <strong>ABM</strong><br />
empowers B2B<br />
marketers to take a<br />
more data-driven,<br />
customer-centric<br />
approach to their<br />
marketing than<br />
ever before.<br />
Data Driven B2B Marketing | 3
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