ABM (Account-Based Marketing) has consistently been viewed as either a glass-half-full or a glass-half-empty program. Depending on which surveys you read, statistics are available to show ABM as a successful tactic for marketing. While others show the continued struggle for marketing to gain traction with ABM. You can make a case either for or against ABM depending on which survey statistics you pull from.
An indication the struggle is real is the new term ABX or account-based experience. A response to the challenges and limitations of viewing ABM through the lenses of marketing only. And adopting a lifecycle viewpoint. Jon Miller, chief marketing and product officer of Demandbase is advocating for ABX. Describing existing ABM, Jon stated, “I’ve always described Account-Based Marketing as ‘fishing with spears’.”
