Account-based marketing (ABM) is all the rage with B2B companies, and for good reason.
When done right, ABM is one of the most effective strategies for driving account revenue, improving customer retention, enhancing lead generation and shortening sales cycles.
Consider this: While 70% of marketers said they had an ABM program in 2021, up 15% from the prior year, only 45% of companies say their program is meeting or exceeding expectations, according to the most recent ABM Benchmark Survey report.
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