I recently joined The CMO Club as a speaker and discussion leader at the Silicon Valley Roundtable event, where I spoke about the importance and effectiveness of account-based marketing.

What exactly is account-based marketing (ABM), you ask? It’s an outbound marketing approach that coordinates personalized marketing and sales efforts in order to deepen engagement in specific accounts. Put simply, ABM means clarifying your focus to yield better results and waste no resources for your company.

So what’s the secret formula? Well, there isn’t one. A successful ABM campaign will require a mix of tactics that allow you to directly reach out to your client in a relevant way. By using 1:1 account research, you create content that your target audience actually likes to read and share. When combined with personalized targeting tactics (such as display advertising) this can turn “outbound” into inbound.

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