Building the ABM Stack
ABM has achieved widespread adoption across a wide array of B2B marketing programs. Now, the typical martech stack is starting to catch up.
It's been a decade since Account Based Marketing entered mainstream marketing discourse. During that time, ABM has taken on many different meanings, encompassing many existing marketing techniques as well as some new innovations within B2B marketing. Vertical-specific and account-specific campaigns are now frequently considered to be ABM, even if both tactics pre-date the ABM revolution.
There is much more to ABM than mere campaign activation though. Instead, ABM is more focused on the broader methodology around how marketing collaborates with sales and goes to market. Over time, a set of core principles have emerged around account selection, sales enablement and funnel management that has transformed B2B marketing.