The Use of Marketing Automation Tools in the ABM (Account Based Marketing) Approach
Account Based Marketing is an approach that is increasingly making its way into the mainstream of B2B marketing. Why B2B? Because it typically requires a deep understanding of the potential audience and relatively high investments per acquired (scaled) customer. In return, it offers higher ROI on the invested resources. Consequently, it works best where the potential reward is significant, which is usually in the Business-to-Business segment.