ABM brings the right guests to the party; marketing automation keeps them engaged

Party planning is a great way to think about account-based marketing (ABM). When you invite people to a party, no matter the size, you make an effort to provide something for everyone: food and drink options, fun activities that everyone can participate in. And you’ll even plan who sits at which table.

ABM is about deciding who you want to invite to the party and catering to their needs to make sure they are happy. This isn’t really a new concept and, based on many surveys, an overwhelming number of B2B marketers are either already using ABM or plan to use it in the next year.

What’s different this time? Technology.

[Read the full article on MarTech Today.]

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Some opinions expressed in this article may be those of a guest author and not necessarily Marketing Land. Staff authors are listed here.

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About The Author

Jeffrey L. Cohen is a marketer, strategist, author, speaker and blogger with a 20-plus year career in business to business (B2B) marketing. He is the director of content strategy at the Oracle Marketing Cloud; co-author of The B2B Social Media Book, which has been translated into Italian, Korean and Vietnamese; and is the co-founder and managing editor of SocialMediaB2B.com, the leading online resource for social media’s impact on B2B marketing.

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Author: Jeffrey L. Cohen

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