The Hardest Part of ABM: Pivoting to an ABM Mindset
OCTOBER 25, 2022
The term ‘Account-based Marketing’ first appeared in 2003, in a paper written by Bev Burgess for the snappily named Information Technology Services Marketing Association – now thankfully shortened to ITSMA. The last 20 years have seen ABM grow into something of a marketing phenomenon; so much so that 94% of B2B Marketers in a recent survey claimed to be using ABM, with mature programs delivering around 79% of sales opportunities.
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