The role of the modern marketer has undergone a dramatic shift. The broad stroke, mass-market, ‘spammy’ B2B marketing campaign is, thankfully, a thing of the past.
Now more than ever, the modern marketer is judged on his/her ability to deliver a qualified sales pipeline, with conversion reporting and funnel analytics at every stage to gauge effectiveness – there is nowhere to hide.
We know the merits of inbound, and how it plays an important role in raising awareness and driving top of funnel engagement. But, let’s be real – are your inbound campaigns really driving qualified leads to your sales team? Can you really justify your marketing spend when the CFO & Sales Director come calling?
The solution? Supplement your existing activity with a robust Account-Based Marketing (ABM) strategy.
Here are 5 reasons why you should be using ABM: