And why should you consider implementing it?
Michael Avis Senior director, account-based marketing Oracle EMEA
For me the fundamental principles of ABM are that it is a strategic marketing approach where you aim to engage with your key customers in a highly personalised manner, treating them as a market of one.
Customers are listening less to generic broadcast marketing from vendors of products and services that are not especially relevant to them.
ABM can help solve the problems of relevance and ensure a prospect gets the feeling you understand that it’s all about them, rather than you and your products.