Navigating the ABM Landscape

This chapter examines the hurdles of customer acquisition and retention during the launch of an Account-Based Marketing (ABM) strategy. The speakers emphasize the gap between customer expectations for immediate outcomes and the reality of ABM's longer-term success, alongside the need for cultural readiness within organizations. Additionally, they discuss refining the Ideal Customer Profile (ICP) through data analysis to better target high-value clients, highlighting the importance of strategic alignment and education for sales teams.