We’re all familiar with sales and marketing: Sales converts customers for a business, and then marketing makes sure to spread positive, welcome news about our products or services. And most of the time we do a lot of waiting and wishing and hoping for sales.
But there’s a new way to think of marketing, and that’s account based. This approach flips the funnel: You find the customers you want to have, then proactively reach out to them as customers—creating a network that helps you maximize the potential for conversion. Also known as account-based marketing (ABM), this approach delivers a return on investment that makes it well worth considering.
Before you decide this is the best approach, however, you need to know the pillars of ABM. The first, of course, is flipping that funnel—focusing in on accounts you want. What else goes into ABM? This graphic explains it.