We curate most relevant posts about Account-based Marketing on LinkedIn and regularly share key takeaways.

This edition explores the multifaceted nature of Account-Based Marketing (ABM), highlighting its evolution from a traditional, account-first approach to a more person-first, signal-native strategy. Several authors emphasise that ABM is a strategic performance requiring strong foundations, joint sales-marketing efforts, and a dedicated skillset, rather than merely a product or a substitute for demand generation. A key theme is the shift towards precision targeting and personalisation at scale, often augmented by AI tools that analyse intent data and automate outreach. The discussions also touch upon the importance of a well-defined and operational Ideal Customer Profile (ICP), moving beyond generic lead generation to Marketing Qualified Accounts (MQAs), and measuring success through relationship-building and buyer-driven milestones instead of traditional metrics. Finally, some sources address the strategic utilisation of ABM in various contexts, from targeting high-value clients and re-engaging closed-lost accounts to leveraging existing CRM data for expansion.

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