Transforming Account-Based Marketing: A Customer-Centric Approach

This chapter explores the evolving nature of account-based marketing (ABM), emphasizing the need to prioritize the buying process for customers over traditional sales support. It underscores the importance of collaboration between marketing and sales teams and advocates for a shift towards a customer-first mindset within organizations. The discussion also addresses the skills required for effective ABM and the necessity of adapting strategies to meet the changing behaviors and expectations of modern buyers.