One thought on “ABM & the Marketing Hype Cycle

  1. david raab

    Hi Howard,
    I couldn’t agree more. The people selling ABM are some of the best marketers in the business, so their ability to create interest shouldn’t be surprising. In terms of what’s new about ABM, I’d say it ABM gives marketers an account-based focus they previously lacked. That’s especially good because it matches the way sales organizations have always thought. But ABM really uses most of the same tools as other types of B2B marketing, so it’s more a change of focus than a radical change in how marketers work. Certainly I wouldn’t expect anyone to “abandon” traditional marketing in favor of ABM.


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