Account-based marketing (ABM) is one of the great conundrums of sales. On the one hand, it’s becoming increasingly popular, on the other hand, marketers still struggle to define the concept. That’s because ABM means something different to most of its many practitioners. Confusion in language indicates confusion in practice, which is no doubt why more B2B marketers consider their ABM efforts entirely ineffective rather than extremely effective.

In this white paper we identify the common pratfalls of account-based marketing strategies and give you realistic tips to find ABM success.