When it comes to what is, and isn’t, Account-Based Marketing (ABM), there are as many opinions out there as there are ABM experts. The reality is that ABM (now ABX, in some circles) is ever-evolving and so what qualifies as ABM is a moving target.
Also, does it matter? Well, it matters only because many B2B marketers who haven’t yet stepped foot in the ABM waters are under pressure, from management or sales or both, to do so. And so then the natural question is: what does it mean to “do” ABM, and where’s the best place to start?