Marketing to accounts, marketing to industries: A B2B perspective

Kevin Arsham, Partner, B2B Specialist at MediaCom, argues that a balanced strategy is crucial in B2B marketing.

Rethinking B2B marketing

This article is part of a series of articles from the WARC Guide to rethinking B2B marketing. Read more.

Account-based marketing (ABM) has become increasingly popular in the B2B space, but I believe there should be a simultaneous lift between ABM and industry media (trade press). Activating ABM at a speed that will not oversaturate the marketplace or lose prospects and a strategy identifying new industries and qualified, verified audiences has gained considerable interest among advertisers.

This combined strategy can help B2B marketers in the following ways:

  • Automatically update and verify current list...

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