The document discusses account-based marketing (ABM) and how it differs from traditional marketing approaches. ABM focuses on identifying specific accounts that are most likely to purchase a company's products, and then marketing directly to those accounts. However, ABM alone is not sufficient and must be combined with account-based sales approaches to have maximum impact. The document argues that both marketing and sales need to work together and coordinate their outreach at the account level across different channels to successfully sell to targeted accounts.
8. 8
Tiers of Account-Based Marketing
5-50 accounts
10000+ accounts
§ Broad lead gen
§ Focus on volume and qualification
§ Minimal personalization
ABM
Traditional
Demand Gen