The Role and Evolution of Pursuit Marketing

Pursuit marketing is an emerging facet of account-based marketing (ABM), designed to address specific opportunities or challenges within larger accounts. This approach allows teams to focus on targeted initiatives that are more dynamic and timely compared to traditional ABM, which is generally a longer engagement. For instance, pursuit marketing enables practitioners to react swiftly to deal-based opportunities or critical changes in customer relationships caused by factors like leadership transitions. By adopting this strategy, teams can manage more accounts within the same period while maintaining a strong connection to the overarching ABM framework.