Account-based marketing (ABM) isn’t a new concept in B2B. So why are marketers still debating the ABCs of ABM?

There are two main reasons:

1. No two ABM programs look alike.ABM is a targeted approach to B2B marketing and sales, meaning most programs are highly customized.
2. We’re always tinkering.ABM isn’t a “one-and-done” B2B marketing and sales strategy. It requires constant experimentation and upkeep around target lists, outreach, messaging, and more.