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Account-based marketing (ABM) has become a more widely implemented approach within B2B marketing and sales. Rather than the traditional broader approach of casting a wide net and selling a product through demand generation, the focus is upon the account rather than the product being sold. It is a quality vs. quantity approach.
ABM involves the alignment of sales and marketing, working together and using a targeted approach. The first step is to know the business to which you are selling. To make a profile of the company, the sales and marketing teams obtain knowledge of the company structure and get an understanding of the account’s particular needs. They then align content with the company’s needs to develop a highly targeted approach specific to each customer.
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