Rethinking Intent and Measurement in ABM

This chapter explores the evolving concept of intent within account-based marketing (ABM), highlighting the importance of customer engagement and long-term retention over traditional metrics. It emphasizes the need for adaptable marketing strategies that address diverse customer needs and underscores the role of lifetime value (LTV) as a critical measure of success. Additionally, the discussion touches on the limitations of traditional attribution methods and advocates for a storytelling approach to effectively communicate value to stakeholders.