What Is Account-Based Marketing (ABM) And Is It Right For You?

A lot of what I discuss on this blog is winning a share of your customers’ most valuable asset – time – by providing them with valuable information. The more personally-relevant your content is, the more likely it’s going to resonate with your customer. Especially in the water market where every municipality deals with a different set of water sources, water quality issues and regulatory bodies. This article from Marketo is interesting because it introduces the concept of account-based marketing (ABM). I’m not advocating that this is the way to go. I think you need to lay down a lot of good content as cover fire to start warming up the market to your company. However, if there are some particular municipalities or engineering firms you have on your target list, it provides some food-for-thought on how to go about reaching them:

http://blog.marketo.com/2015/09/what-is-account-based-marketing-abm-and-is-it-right-for-you.html