I’m a big fan of account-based marketing (ABM). I like how it forces B2B marketers to be specific about which companies and job titles they’re trying to reach and engage. No made up “Clark the CIO” personas with ABM. Just real people, with real roles, at real companies. This approach makes it easier for marketing and sales to truly align around initiatives that are more likely to grab the attention of the right contacts at these strategic accounts.
