Best of LinkedIn: Account-based Marketing CW 28/ 29

We curate most relevant posts about Account-based Marketing on LinkedIn and regularly share key takeaways.

This edition offers a comprehensive overview of Account-Based Marketing (ABM), highlighting its evolution from a marketing tactic to a fundamental go-to-market strategy. Several authors emphasise the crucial shift from focusing on lead volume to business fit and deep relationships with high-value accounts, asserting that ABM is a continuous "motion" rather than a one-off campaign. A recurring theme is the paramount importance of Sales and Marketing alignment and collaboration for ABM success, alongside the strategic use of data quality, personalisation, and CRM architecture. While acknowledging the transformative potential of AI in ABM, particularly for automation and early engagement, many sources caution against over-reliance on technology, stressing the need for human-centred strategies, simplicity, and ethical application to avoid generic content and ensure meaningful engagement.

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