Adventures in Account-Based Marketing
I became interested in target account marketing, which I later learned to call ABM, while tying to efficiently grow a software business. The hypothesis was that if all of our time, energy, and money was spent on a focused sales and marketing effort to convert a list of target enterprise accounts, we could grow our average sales price (ASP) - without breaking the bank.
How to Operationalize Account-Based Marketing
In short, the first rule of account-based marketing is: know your target accounts. The second rule is: know your target accounts.