There are thousands of articles, webinars and infographics out there that dive into all of the benefits of an account-based marketing (ABM) strategy. For large enterprises, however, resources are slim. If marketing and sales departments within those companies are looking to launch a pilot program or enhance their current ABM tactics, they won’t find a lot of remedies for their particular pain points or evidence backing up ABM as a go-to-market strategy.
Instead, they’ll find general ABM rules and practices that cater to small and medium-sized businesses and mid-market enterprises. While business-to-business companies of varying sizes may have a similar approach to ABM (highly targeted and personalized), a large enterprise will have different expectations, challenges and objectives regarding an ABM program.