Companies who shift their marketing to a more ABM-focused strategy mostly do so in transition from a broader, more traditional, funnel-based approach.  But what if you’re starting from square one? 

Say you’re a start-up, or a company that’s simply never done much demand generation, and Account-Based Marketing (ABM) makes strategic sense based on your solution and target market.  Do you plunge headfirst into focused ABM activity exclusively?  Or do you start with broader demand gen and then add more and more ABM tactics to the mix over time?

There are three reasons why I believe strongly that it makes sense for any company to always have some level of broader, funnel-based <a…


This is only a snippet of a B2B Marketing Article written by Howard Sewell

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