The IDG MarketingFit Guide to Account-Based Marketing (ABM) explains how ABM focuses marketing on high-potential accounts using data and intent signals. Unlike traditional demand generation, ABM involves close sales-marketing alignment to target decision-makers within key accounts—essential as tech buying committees now involve an average of 21 influencers. ABM's rise is fueled by better data and automation, enabling scalable 1:1, 1:few, and 1:many strategies. Success in ABM requires shifting mindsets: prioritizing quality over quantity, leveraging intent data as the new top-of-funnel, and ensuring strong marketing-to-sales handoff. With more marketers increasing ABM budgets and staffing, this guide offers foundational steps to launch and mature effective ABM programs.

Join for free to read