What does your product marketing team do differently when executing on an account based marketing strategy compared to traditional marketing?

ABM is a topic that is near and dear to my heart, as we just announced 7 new ABM integrations and hosted a webinar about ABM strategies. Data-driven marketing has extended beyond analytics, social, SE

ABM is near and dear to my heart as I was in the middle of the tornado that spun up the term ABM during my time at Demandbase. As the PMM there at the time, we not only defined what ABM was, but also

Traditional B2B marketing is often done through broad-reaching campaigns. Most marketers try to get their word out—as far and as wide as possible—by leveraging different marketing channels: owned, ear

With traditional marketing we have a wider audience and are doing a marketing volume play and casting a wider net. With an ABM strategy we know exactly who we want to go after and it’s a targeted, sma

  To put it simply, ABM is a more targeted approach to storytelling and demand generation. Instead of telling 1 or 2 broad stories to large groups of prospects and/or leads, ABM forces the PMM team to

Building on Jennifer's reply above, we have 4 tiers. We aim to do proactive work (meaning working with BDRs, sales, account managers, success team) to identify a way to engage, grow, or expand an acco