ebook
The Ultimate Guide to ABM
A comprehensive guide to the power of Account-Based Marketing
1. What is ABM?
2. Why ABM works
3. HOW to Implement ABM
recommended content
THE ULTIMATE GUIDE TO ABM
B2B marketing must evolve as buyers grow more independent and less patient.
Recent industry research underscores key dynamics in the B2B buying process that traditional strategies often overlook.
Conventional playbooks fail to account for critical buying behaviors that are essential for building and executing an effective go-to-market (GTM) strategy.
Consider these crucial insights:
Buyers initiate contact with sellers in 81% of cases.
By the time contact is made, 85% of the account’s requirements are already defined.
80% of the time, buyers already have a preferred vendor at the time of first contact.
When we refer to buyers, we’re not just talking about individuals. Today’s B2B purchases involve buying groups of 3 to 20 people who need to demonstrate a certain level of engagement before a sales opportunity can even emerge.
This is where traditional approaches fall short. Sharing content for lead contact information is now too simplistic. To succeed, we must shift from a vendor-centric to a buyer-centric approach, focusing on the account’s buying group—the true driver of the deal.
An outdated lead-focused model misses a critical reality: the buying group controls the process.
Marketing and sales efforts should start with this perspective, centering on the needs and engagement of the account's decision-makers. Welcome to Account-Based Marketing (ABM)—a strategy built for a modern, buyer-led world.
Dive in and learn more about ABM.
Chapter 1: What is ABM? ➔ Chapter 2: Why ABM works ➔ Chapter 3: How to implement ABM? ➔
