It’s no surprise to any of us really, that marketing – reaching the right people, at the right time, with the right messaging – is harder than ever. That’s why ABM has risen to be a true superhero solution for marketing teams, helping them to be as effective and efficient as possible with the resources, time and budget they have. Yet most marketing organizations have only explored the tip of the ABM iceberg (if at all) when it comes to implementing ABM into their own practices. Kelly Waffle at Hinge Research Institute breaks down the potential value of ABM for modern marketing organizations and considerations for those just starting out on their own ABM path.
