By: Carol Eversen and Jeff Loeb
As fractional CMOs with deep experience implementing ABM across many B2B companies, we see a pattern emerging: business leaders have very different perspectives about what it takes to implement ABM and how to get started. And most opinions seem to be informed by solution vendors rather than defined by the business challenges at hand. This series of blog posts will guide you through the core pillars of ABM, when ABM should be used and with what approach, and share best practices to get started on a successful ABM journey. You’ll learn about the strategies to consider, the enabling technologies to prioritize, how to measure ABM efforts effectively, and how to get started and reduce risks.