Account based marketing (ABM) is a marketing strategy that is mainly defined by targeting a very narrow selection of key accounts within your company’s audience. ABM stands in stark contrast to the usual wide net that B2B marketers tend to prefer, but it’s proven again and again to be highly effective.
A major aspect of successful ABM is an in-depth understanding of a company’s core markets, so that its efforts can be directed at those most likely to convert.
This approach means that an increasing number of brands are boosting their efforts to find out who their ideal prospects are. But the most successful brands do even more - they revitalize their buyer personas to reflect new data, and continue to build them out, instead of discarding them—an effort that works well.
Below we tell you why this approach works so well.