The 5 ABM Myths and Their Face-off with the Truth(s)
Account-based marketing - now known as ABM - is not a new concept. It was first coined by the Information Technology Services Marketing Association (ITSMA) back in 2003. But it is a concept that is entering the mainstream as analysts such as Gartner and Forrester now cover ABM as an emergent category.
However, the challenge with a concept that has been around 17 years is that most marketers' understanding of ABM is based on outdated thinking and concepts. So it’s time we address these ABM myths head-on, explain why…