Over the last few days I have been reading a lot about “account based marketing” which talks about marketing to one person and not a large organization….
That isn’t surprising because in business to business selling and marketing, you aren’t usually selling to a company, but you are selling to people.
So this push for some kind of account based marketing, seems like the organizations that are undertaking this kind of thing as a sales tool are adding complexity to something that is a rather simple concept.
Business is focused on relationships. You don’t do business with a corporation, you do it with an individual that represents a company or organization.
So let me be clear…if you think ABM is the next greatest thing that is going to change your life, you may need to rethink how you have been doing business.