ABM grows up. It has gone from a buzzword that B2B marketers could not really understand to a strategy that is becoming more and more entrenched in our daily lives. Nowadays, marketers do not ask “why ABM”, they ask “how ABM”. How can I put my strategy in place? How can I bring sales into the conversation? How to navigate the sea of ​​ABM technology? How to start running campaigns? How to connect all my data sources and measure my results?

I see this change come alive in many ways, from conversations with other B2B marketers to press articles about strategy. My team witnessed this directly. The educational offerings of our society covering the “how” of GPA have grown dramatically and received a higher rating than theoretical topics exploring “why”.

Although many factors have played a role in this shift from “why” to “how,” there are four reasons that are really worth mentioning here.

[Read the full article on MarTech Today.]

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About the author

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Peter Isaacson has more than 25 years of marketing experience in B2B and B2C marketing, ranging from branding, advertising, corporate communications and product marketing to business. global scale. As CMO for Demandbase, Peter is responsible for overall marketing strategy and execution, including product, corporate and field marketing. Prior to joining Demandbase, Peter was Marketing Director at Castlight Health, helping to develop the company and develop the marketing team prior to his successful IPO. Peter made his advertising debut, working in agencies in New York on accounts ranging from Procter & Gamble to Compaq computers.