PART ONE > INTRODUCTION TO ACCOUNT-BASED MARKETING WHAT IS ACCOUNT-BASED MARKETING? So what exactly is account-based marketing? The definition has Did we lose you there? In other words, it’s just a smarter, more evolved throughout the years since it was first introduced in 2014. efficient, more targeted approach for teams to generate more Nowadays, ABM can be best described as this: revenue. Teams can grow brand awareness efficiently by focusing on best-fit future customers, create opportunities with them based on engagement data, accelerate those opportunities to closed/ won, then retain and grow those accounts to life-long customers. An end-to-end revenue strategy That’s it! where marketing, sales, and customer success spend the majority of Adoption trends suggest that ABM might soon just be called their effort on pre- and post-sales modern B2B marketing. As 2020 presented COVID challenges for accounts that are best-fit customers. many companies, revenue teams did more with less. They became This happens through data-driven smarter and more targeted with their approach in order to acquire targeting, personalized marketing new or retain existing customers while their budgets shrank. We’ll tactics at scale, measuring, and get into that more later, but for now, it’s important to acknowledge the evolution of the definition of ABM. From just a buzzword in 2014 continuously optimizing. to today’s highest ROI go-to-market B2B strategy, account-based marketing (and how people describe it) has come a long way. Blueprint to Account-Based Marketing | © 2020 Terminus Software, Inc. All rights reserved. 5