What is ABM without the customer? Nothing!
Account-based Marketing. It does what it says on the tin. Drop that account focus, and you’re simply doing Marketing. And often, Marketing that fails to resonate or engage the decision-makers who matter.
A focus on the customer drives every aspect of an effective program – from the pain points you address, to the channels and messaging you follow.
In ABM, your customer (account) is your North Star. Keeping them as the focus of your program is the key to long-term success!
In a recent episode of Let’s talk ABM, we had the opportunity to speak with Keith Pranghofer, Director of Marketing and ISV Partnerships at Microsoft, about why the customer should always be front and center in your ABM programs.