Best of LinkedIn: Account-based Marketing CW 34/ 35

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

This edition explores the multifaceted landscape of Account-Based Marketing (ABM), emphasising its evolution and strategic importance in B2B contexts. Several authors highlight that successful ABM requires a foundational shift in mindset, prioritising deep personalisation and relevance over broad, generic outreach. The discussions also address the critical role of data and technology, particularly AI, in identifying buying triggers, optimising targeting, and automating processes for enhanced efficiency and scalability. Furthermore, many sources underscore the necessity of strong alignment and collaboration between sales and marketing teams for effective ABM implementation, alongside the importance of meticulously curated target account lists and a clear understanding of the Ideal Customer Profile (ICP) to drive measurable revenue outcomes. Some contributors also introduce the concept of Account-Based Experience (ABX) or Account-Personalised Marketing (APM), suggesting a move towards even more tailored, individual-focused engagement within target accounts.

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