The biggest change in B2B marketing strategy recently is to shift the engagement model from awareness campaigns to account based marketing campaigns. B2B marketers often try to cast a very wide net with their marketing campaigns in hopes of appealing to as many companies as possible in their target market.
Account-based marketing (ABM) is an alternative B2B strategy that concentrates sales and marketing resources on a clearly defined set of target accounts within a market and employs personalized campaigns designed to resonate with each account.
With ABM, your marketing message is based on the specific attributes and needs of the account you’re targeting, hence the name account-based marketing.